Britain’s pasta suppliers have been living la dolce vita. No surprise, really, given the £394.3m pasta category is growing at a healthy 2.9% year on year and outperforming the overall grocery market [Kantar Worldpanel 52 w/e 17 August 2014].
There’s no sign of a slowdown in pasta’s popularity either. In fact, the category has attracted more shoppers over the past year, and our trolleys are bulging with more packets of the stuff than the year before. Volumes across the pasta sector are up by 1.8% year on year, with some sub-categories – such as dried fusilli – showing double-digit growth.
All this shows Italian dishes continue to be firm staples of our weekly menus. “Family favourites such as spaghetti bolognese remain one of the most consumed evening meals in the UK as the average consumer’s repertoire has reduced to just four dishes per week,” says Dean Towey, marketing director at Napolina. Half of all households purchased a bolognese cooking sauce in a jar in the past year, and a third of all households purchased a pasta sauce, adds a spokesman for Mars brand Dolmio.
But behind the scenes of the pasta and pasta sauces categories, there’s an intense battle for territory brewing. Spaghetti bolognese requires a pasta and a sauce, yet pasta is outperforming pasta sauce. And within pasta sauces, many of the sector’s biggest names have suffered sharp losses over the past year, according to figures from IRI.
Look no further for information, statistics and detailed analysis. The Grocer’s exclusive report examines everything from recent consumer trends and promotional strategies driving pasta sales to the impact of own-label. Last but not least, we’ve snuck a peek at some of the category’s sauciest innovations.
You can purchase our Pasta & Pasta Sauces Category Report 2014 above. Alternatively, it is available free to existing subscribers.
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