The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn more42 pages, Sep 2013
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Despite sluggish global volume growth, pasta offers great opportunities to international manufacturers. Sales in Western Europe will be driven by increasing demand for premium products and health properties. In Eastern Europe, tourism outflows to Italy will underpin consumer interest for Mediterranean cuisine. Elsewhere, multi-functionality of pasta, often used as a core ingredient in soup, will drive sales in regions such as South America.
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Innovation will be key to the performance of chilled/fresh pasta in Western Europe over the 2013-2018 period. Dried pasta sales will be hampered by maturing consumer demand and its relatively poor health perception when compared with chilled/fresh pasta products. New fillings in chilled/fresh pasta will further increase the appeal of these products among Western consumers.
Both premium and economy brands are projected to increase across the industry, and will be particularly strong in dried pasta. Wholegrain, gluten-free and fortified pasta offerings will increase their market share at the expense of less differentiated products.
While premium pasta is popular among more affluent consumers in Eastern Europe, pasta continues generally to be regarded as an expensive side-dish when compared with rice and potatoes. The limited presence of pasta in Eastern European independent grocery retailers is an additional handicap for the expansion of sales in the region.
Private label growth is particularly relevant in chilled/fresh pasta, where lines cover almost the entire price spectrum. Premium private label lines have proved a key driver in the growth of pasta, enabling less affluent consumers to have access to more sophisticated pasta offerings.
Pasta is proving to be a successful category in Latin American markets like Mexico. Its main challenge is, however, to increase differentiation from more convenient food products, such as dehydrated soup.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.