Consumer Trends in the Pasta & Noodles Market in the US

Date: March 29, 2012
Pages: 92
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US$ 7,495.00
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Publisher: Canadean
Report type: Strategic Report
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ID: C3381705B3EEN
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Consumer Trends in the Pasta & Noodles Market in the US
Synopsis

This report provides the results for the Pasta & Noodles market in the US from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Pasta & Noodles market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Pasta & Noodles market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increased amount of discount and own-brand products. The weak US economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Pasta & Noodles. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Ambient Noodles, Ambient Pasta, Chilled Noodles, Chilled Pasta, Dried Noodles and Dried Pasta.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

The potential of private labels in the Pasta & Noodles market is modelled by the Chilled Noodles category, where 72% of the volume distributed is private label. In contrast private labels only account for approximately 15% of the Dried Noodles and Chilled Pasta markets, categories retailers may target as they have the most to gain.

Market valuation shows dried pasta account for nearly a third of the overall Pasta & Noodles market in value terms in the US. Chilled pasta is the second largest category followed by Dried Noodles. Ambient Pasta has the smallest market share.

Not only do a large proportion of US consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumer are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
1 INTRODUCTION

1.1 What is this Report About?
1.2 Definitions
  1.2.1 Consumer Trends
  1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
  1.2.3 End Consumers
  1.2.4 Volume Units and Aggregations
  1.2.5 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
  1.3.1 Introduction
  1.3.2 Large scale, international, program of online consumer surveys
  1.3.3 Nationally Representative results (age, gender)
  1.3.4 Parents answered on their children’s behalf
  1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
  1.3.6 Integrated with industry calling and secondary research

2 CONSUMER SEGMENTATION, GROUP VALUE AND TREND INFLUENCE

2.1 Cohort Groups and Pasta & Noodles Market Value
  2.1.1 Age Groups
  2.1.2 Gender Groups
  2.1.3 Location Groups
  2.1.4 Education Achieved Groups
  2.1.5 Wealth Groups
  2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
  2.2.1 Ambient Noodles
  2.2.2 Ambient Pasta
  2.2.3 Chilled Noodles
  2.2.4 Chilled Pasta
  2.2.5 Dried Noodles
  2.2.6 Dried Pasta
2.3 Behavioral Trends and Market Value
  2.3.1 Ambient Noodles
  2.3.2 Ambient Pasta
  2.3.3 Chilled Noodles
  2.3.4 Chilled Pasta
  2.3.5 Dried Noodles
  2.3.6 Dried Pasta

3 CONSUMPTION ANALYSIS

3.1 Consumption Frequencies by Age and Gender
  3.1.1 Ambient Noodles
  3.1.2 Ambient Pasta
  3.1.3 Chilled Noodles
  3.1.4 Chilled Pasta
  3.1.5 Dried Noodles
  3.1.6 Dried Pasta
3.2 Consumer Profiles by Product Category
  3.2.1 Ambient Noodles
  3.2.2 Ambient Pasta
  3.2.3 Chilled Noodles
  3.2.4 Chilled Pasta
  3.2.5 Dried Noodles
  3.2.6 Dried Pasta

4 BRAND VS. PRIVATE LABEL CHOICES

4.1 Brand vs. Private Label Volume Share
  4.1.1 By Category
4.2 Pasta & Noodles Brand Choice and Private Label Shares
  4.2.1 Ambient Noodles
  4.2.2 Ambient Pasta
  4.2.3 Chilled Noodles
  4.2.4 Chilled Pasta
  4.2.5 Dried Noodles
  4.2.6 Dried Pasta

5 THE SHARE OF CONSUMERS INFLUENCED BY TRENDS

5.1 Trend Drivers of Consumers' Product Choices
  5.1.1 Overall Pasta & Noodles
  5.1.2 Ambient Noodles
  5.1.3 Ambient Pasta
  5.1.4 Chilled Noodles
  5.1.5 Chilled Pasta
  5.1.6 Dried Noodles
  5.1.7 Dried Pasta

6 CONSUMPTION IMPACT: MARKET VALUATION

6.1 Pasta & Noodles Value Impact of Consumer Consumption Behavior
  6.1.1 Market Value by Category
  6.1.2 Market Volume by Category
6.2 Pasta & Noodles Value Analysis by Category
  6.2.1 Share by Category
  6.2.2 Expenditure per Capita by Category
  6.2.3 Expenditure per Household by Category
6.3 Pasta & Noodles Volume Impact of Consumer Behavior Trends
  6.3.1 Share by Category
  6.3.2 Consumption per Capita by Category
  6.3.3 Consumption per Household by Category

7 RETAILER CHOICE, SWITCHING AND CATEGORY SHARE

7.1 Retailer Volume Share
  7.1.1 Retailer Volume Share in Pasta & Noodles
7.2 Retailer Volume Share by Category
  7.2.1 Retail Share by Volume - Ambient Noodles
  7.2.2 Retail Share by Volume - Ambient Pasta
  7.2.3 Retail Share by Volume - Chilled Noodles
  7.2.4 Retail Share by Volume - Chilled Pasta
  7.2.5 Retail Share by Volume - Dried Noodles
  7.2.6 Retail Share by Volume - Dried Pasta
7.3 Levels of Retailer Switching in the Last Six Months
  7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
  7.3.2 Ahold Switching Analysis
  7.3.3 C&S Wholesale Grocers Switching Analysis
  7.3.4 Costco Switching Analysis
  7.3.5 Kroger Switching Analysis
  7.3.6 Publix Switching Analysis
  7.3.7 Safeway Switching Analysis
  7.3.8 Supervalu Switching Analysis
  7.3.9 Wal-Mart Switching Analysis
  7.3.10 Other Switching Analysis
7.4 Profiles of End-Consumers of Pasta & Noodles, by Retailer Used
  7.4.1 Costco
  7.4.2 Kroger
  7.4.3 Publix
  7.4.4 Safeway
  7.4.5 Supervalu
  7.4.6 Wal-Mart
  7.4.7 Other

8 APPENDIX

8.1 About Canadean
8.2 Disclaimer

LIST OF TABLES

Table 1: Volume Units for the Pasta & Noodles Market
Table 2: United States Survey Respondent Profile (weighted), 2011
Table 3: United States Pasta & Noodles Value Share (%), by Age Groups, 2011
Table 4: United States Pasta & Noodles Value Share (%), by Gender, 2011
Table 5: United States Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2011
Table 6: United States Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2011
Table 7: United States Pasta & Noodles Value Share (%) by Wealth Groups, 2011
Table 8: United States Pasta & Noodles Value Share (%) by Busy Lives Groups, 2011
Table 9: United States Ambient Noodles Consumer Group Share (% market value), 2011
Table 10: United States Ambient Pasta Consumer Group Share (% market value), 2011
Table 11: United States Chilled Noodles Consumer Group Share (% market value), 2011
Table 12: United States Chilled Pasta Consumer Group Share (% market value), 2011
Table 13: United States Dried Noodles Consumer Group Share (% market value), 2011
Table 14: United States Dried Pasta Consumer Group Share (% market value), 2011
Table 15: United States Total Ambient Noodles Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 16: United States Total Ambient Pasta Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: United States Total Chilled Noodles Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: United States Total Chilled Pasta Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: United States Total Dried Noodles Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: United States Total Dried Pasta Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: United States Ambient Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 22: United States Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 23: United States Ambient Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 24: United States Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 25: United States Chilled Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 26: United States Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 27: United States Chilled Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 28: United States Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 29: United States Dried Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 30: United States Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 31: United States Dried Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 32: United States Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 33: United States Ambient Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 34: United States Ambient Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 35: United States Chilled Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 36: United States Chilled Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 37: United States Dried Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 38: United States Dried Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 39: United States Pasta & Noodles Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 40: United States Ambient Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 41: United States Ambient Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: United States Chilled Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: United States Chilled Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: United States Dried Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: United States Dried Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: United States, Overall Pasta & Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 47: United States, Ambient Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: United States, Ambient Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: United States, Chilled Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: United States, Chilled Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: United States, Dried Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: United States, Dried Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: United States Pasta & Noodles Market Value (US Dollar million), by Category, 2011
Table 54: United States Pasta & Noodles Market Volume (Kg m), by Category, 2011
Table 55: United States Pasta & Noodles Market Share (US$ million), by Category, 2011
Table 56: United States Pasta & Noodles Expenditure Per Capita (US Dollar), by Category, 2011
Table 57: United States Pasta & Noodles Expenditure Per Household (US Dollar), by Category
Table 58: United States Pasta & Noodles Market Volume Share (Kg m), by Category, 2011
Table 59: United States Pasta & Noodles Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 60: United States Pasta & Noodles Consumption Per Household (Kg m / Households m), by Category, 2011
Table 61: United States Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 62: United States Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 63: United States Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 64: United States Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 65: United States Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 66: United States Dried Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 67: United States Dried Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 68: United States: Switchers to Ahold for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 69: United States: Switchers From Ahold for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 70: United States: Switchers to C&S Wholesale Grocers for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 71: United States: Switchers to Costco for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: United States: Switchers From Costco for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: United States: Switchers to Kroger for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: United States: Switchers From Kroger for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: United States: Switchers to Publix for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: United States: Switchers From Publix for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: United States: Switchers to Safeway for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: United States: Switchers From Safeway for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: United States: Switchers to Supervalu for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: United States: Switchers From Supervalu for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: United States: Switchers to Wal-Mart for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: United States: Switchers From Wal-Mart for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: United States: Switchers to Other for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: United States: Switchers From Other for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2011
Table 86: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Kroger (% by Subgroup, as tracked by the Survey), 2011
Table 87: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Publix (% by Subgroup, as tracked by the Survey), 2011
Table 88: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Safeway (% by Subgroup, as tracked by the Survey), 2011
Table 89: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Supervalu (% by Subgroup, as tracked by the Survey), 2011
Table 90: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
Table 91: United States: Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

LIST OF FIGURES

Figure 1: Consumer Panel Report Methodology
Figure 2: United States Pasta & Noodles Value Share (%), by Age Groups, 2011
Figure 3: United States Pasta & Noodles Value Share (%), by Gender, 2011
Figure 4: United States Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: United States Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: United States Pasta & Noodles Value Share (%) by Wealth Groups, 2011
Figure 7: United States Pasta & Noodles Value Share (%) by Busy Lives Groups, 2011
Figure 8: United States Ambient Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: United States Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: United States Ambient Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: United States Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: United States Chilled Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: United States Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: United States Chilled Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: United States Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: United States Dried Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: United States Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: United States Dried Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: United States Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: United States Pasta & Noodles Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: United States Pasta & Noodles Market Share (US$ million), by Category, 2011
Figure 22: United States Pasta & Noodles Expenditure Per Capita (US$), by Category, 2011
Figure 23: United States Pasta & Noodles Expenditure Per Household (US$), by Category
Figure 24: United States Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 25: United States Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: United States Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: United States Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: United States Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: United States Dried Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: United States Dried Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: United States: People Who Have Switched Retailer for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011

COMPANIES MENTIONED

Wal-Mart, Kroger, Safeway, Publix, Costco, Supervalu, Ahold, C&S Wholesale Grocers
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