Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
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SALES OF DRY PASTA, RICE AND NOODLES BY TYPE 2010 $ Million % Market Share Dry pasta and noodles 2,224 Dry rice and rice mixes 2,072 Dry macaroniand-cheese mixes 1,120 Dry pasta-based meal mixes 978 Total 6,394 2012 (est.) $ Million % Market Share % Change 2011–2012 % Change Market Share 34.8 2,332 34.8 4.9 0.0 32.4 2,145 32.0 3.5 -0.4 17.5 1,254 18.7 11.9 1.2 15.3 100.0 972 6,703 14.5 100.0 -0.6 4.8 -0.8 0.0 Sales of Dry Pasta, Rice and Noodles, Segmented by Type, 2010 and 2012 Source: Mintel/Based on Symphony IRI Group Infoscan® Reviews; U.S. Census Bureau, Economic Census Dry pasta and noodles lead the way in terms of dollars, just slightly above dry rice and rice mixes. Together these two segments dominate the market with 66.8 percent of dollar sales. Dry macaroni-and-cheese mixes compose the third-largest segment within the category, with $1.3 billion in sales. THE CONSUMER KEY POINTS • Consumption of dry pasta and noodles is quite high, with more than eight in 10 respondents eating it in the three months preceding the November 2012 survey. Younger consumers are eating more dry egg noodles/Asian noodles than other age groups. While noodles are not as popular with older consumers, perhaps due to lower awareness, expected 2013 price increases for wheat could influence more purchases of Asian noodles, which are made from rice, grains or other plants. • The rice category is near saturation, with 93 percent of respondents saying they've eaten some type of rice in the same three-month period and 88 percent having eaten regular dry rice, both brown and white. Forty-eight percent of rice eaters agree it is a good source of nutrition, but only a quarter of these consumers agree rice is healthier than pasta or potatoes. • Consumption of ancient grains is much lower compared with dry pasta and rice, with 44 percent of respondents eating them in the three-month period. Barley and couscous are in the lead in terms of usage; three in 10 respondents ate them in the three-month period, and quinoa follows closely. A lack of awareness, coupled with minimal exposure and knowledge of benefits, could all be contributors to a lower consumption rate than the other products in the category. • Whole-wheat pasta has become more prevalent, yet 24 percent of respondents agree that whole-wheat pasta does not taste as good as its regular counterpart. However, the report also shows that 56 percent of respondents who ate and bought dry pasta consider high fiber important. Only 7 percent of respondents who ate pasta in the three-month period agree that gluten-free pasta tastes as good as regular. • Smaller brands have succeeded in attracting consumers through transparency, cleaner ingredient lists and a more favorable nutritional profile. And despite a sometimes higher price, some consumers still opt for them in an attempt to eat more healthful alternatives. Nostalgic, decadent items such as macaroni and cheese still appeal to consumers who do not want to give up on indulgence. JULY/AUGUST 2013 151