witch cauldron pasta sauce one use

Every time a consumer reaches for an onion and a tin of tomatoes, trouble bubbles for pasta sauces. Stir in the price war on essentials, and you’ve got a recipe for falling sales. 

Value sales have fallen 3.3% over the past year despite volume growth of 2.4%, driven by harsh price declines in ambient sauces [Kantar Worldpanel 52 w/e 19 July 2015]. 

Things look decidedly different in pasta. Prices may be down 1% on average, but value and volume are in rude health, taking the category to £403.5m in total. Forget the courgetti, the healthy living trend looks to have influenced the category without damaging sales of the carb-lovers’ favourite.

So, how are the winners adding value? Where do the opportunities lie? And, if scratch cooking is here to stay, what does the future look like for pasta sauce brands?