According to Mintel, recent recessionary times in the United States (U.S.) have led to an increase in consumers preparing, assembling and eating meals at home to save money. However, demanding lifestyles mean that time constraints are also on the rise, and Americans are seeking food products that allow them to make the most of their time. More specifically, consumers are demanding products that make meal preparation simpler and quicker, without sacrificing the enjoyment of the process. Pasta and couscous are great solutions for budget-conscious, time-strapped consumers, as they are convenient, easy-to-prepare, affordable and versatile products.
In recent years, expanding consumer demand has fuelled the development of new pasta varieties, including filled and flavoured types, as well as new couscous product concepts to suit a variety of needs and meal occasions. Manufacturers are producing such options as organic, gluten-free, fortified, and enriched, and are exploring other grains to diversify their offerings.
Demand for innovative products, such as alternative grain pasta, as well as the economic appeal of private label products have helped keep the pasta sector's1 performance stable.
Euromonitor anticipates sales of pasta to post modest positive growth over the forecast period of 2012 to 2015. This will likely be attributable to manufacturers becoming more adept in determining how to best meet the demands for products featuring healthier attributes, such as lower carbohydrates and high fibre. Pastas with these attributes, know as better-for-you pastas, have driven category growth in 2011, and will continue to be highly relevant moving forward as aging consumers seek products offering properties to aid digestive health, heart health and overall wellbeing.
Spaghetti is the type of pasta most frequently eaten in the U.S., followed by macaroni. Therefore, marketing efforts strategically directed to promote other less common types of pasta could increase manufacturers' sales range. Couscous, for example, which is used in ethnic cuisine preparation, could benefit from marketing efforts to encourage further and varied usage. Once limited to specialty health food stores, couscous is now widely available in primary distribution channels, but is still not as prominently used as standard pasta.
The increasing interest in ethnic cuisines and convenience will likely continue to be a recipe for success. New flavours, portion control and quick-cooking products are proving popular among consumers, and there is opportunity to expand availability.
