A Healthful Spin
Versatile and easy to prepare, pasta is a staple in many North American households. In fact, nine in 10 U.S. respondents surveyed said they use dry packaged pasta in the household, according to “Dry Pasta, Rice and Noodles — US,” a February report from global market research firm Mintel.
But the high household penetration the category enjoys brings with it a growth challenge, Mintel says. To grow sales of store brand pasta, retailers also will need to look for ways to encourage increased pasta use.
Trends with traction
On-trend offerings present one means of attracting shoppers back to the pasta aisle more often. And the inclusion of protein certainly is on-trend right now, notes Liz Housman, director of marketing for Dakota Growers Pasta Co., Carrington, N.D.
“Protein is hot, and there is an emphasis on convenient plant-based protein alternatives,” she says. “Pasta offers a convenient delivery platform to add protein, while the consumer can cook and serve familiar recipes.”
Whole-grain pasta and pasta with added fiber or ingredients that help reduce cholesterol/support heart health also are of interest, particularly to baby boomers who want help managing blood sugar or heart health.
“These added benefits resonate with younger consumers as well,” Housman says, “who take on personal responsibility to manage their health.”
Yet another trend is that toward versatility, with Mintel noting that marketers could increase usage by expanding the flavors and varieties of pasta products so that they fit with a wider range of cuisine and meal occasions.
Trends on the horizon
Looking ahead, a few emerging trends also could positively impact store brand pasta — and overall category — growth. Housman points to pasta with added health benefits as one key emerging trend, adding that pasta with added vegetables has been posting double-digit growth.
“We offer a product that is rich in antioxidants A, C and E,” she says. “This is achieved by adding real vitamins from real vegetables and does so in a convenient way.”
The national-brand-better pasta provides an excellent source of six vitamins, she adds, with no tradeoff in taste.
Also winning consumers are products with lower-calorie and lower-fat claims, Housman notes. For its part, Dakota Growers recently introduced reduced-calorie pasta for private labeling. The pasta contains 25 percent fewer calories, per serving, than traditional pasta and is an excellent source of fiber.
But more healthful formulations are only part of what’s needed to grow store brand pasta sales in the year ahead.
“Successful new store brand item introductions need packaging with easily identifiable benefits, supported with in-store merchandising,” Housman says.”