Specialty Food Magazine

JUL-AUG 2013

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.

Issue link: https://www.e-digitaleditions.com/i/139333

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Page 168 of 217

PURCHASING BEHAVIOR FOR DRY PASTA, RICE, NOODLES AND ANCIENT GRAINS "Thinking about shopping for dry pasta, rice, noodles or grains, which of the following statements, if any, do you agree with?" All Rice Rice Dry Dry Dry pasta Dry Ancient nonpasta pasta packaged pasta grains processed & noodles with sauce (no sauce) 1,939 % I buy whatever products are on sale. 36 I usually buy name brands. 33 Private label/store brands are just as good as name brands. 31 1,869 % 1,807 % 1,716 % 1,644 % 1,448 % 1,161 % 37 33 36 33 37 33 37 33 38 33 35 32 32 31 32 32 31 886 % 31 Purchasing Behavior for Dry Pasta, Rice, Noodles and Ancient Grains, by Personal Consumption, November 2012 Base: Internet users aged 18+ who ate dry pasta, rice, noodles or grains in the past three months 29 32 29 Source: Mintel Purchase decisions are based on price and value, with 36 percent of respondents buying whatever products are on sale. Additionally, the category seems to be characterized by fairly low brand loyalty, with only a third of respondents buying name brands. That said, additional data shows that brand loyalty comes with increased age and income. About three in 10 consumers agree that private label tastes the same as name brands, creating opportunity for retailer store brands. PERSONAL CONSUMPTION OF ANCIENT GRAINS "Have you eaten the following types of grains in the past three months?" Type of Grain % Ancientgrains(net) 44 Couscous 30 Barley 30 Quinoa 25 Millet/Spelt 23 Bulgur wheat 22 Buckwheat 21 Personal Consumption of Ancient Grains, by Type, by Gender, November 2012 Base: 2,000 internet users aged 18+ Source: Mintel While most of the grains that belong to this group have been consumed by humans for thousands of years, the majority of ancient grains are new to many Americans. Ancient grain consumption is much lower compared with that of pasta and rice, but still moderately high, with 44 percent of respondents having eaten ancient grains in the past three months. By exposing consumers to the health benefits and easy ways to prepare these grains, there is room for dramatic growth. RECENT PRODUCT INTRODUCTIONS • ExploreAsian Organic Black Bean Spaghetti • FreekehFoods Freekeh with Tamari • ingSobaOrganic Brown Rice & Wakame K Gluten-Free Noodles • MagNoodlesOrganic Multi Whole Grain Rotini • MusoSoba Noodles • ature'sEarthlyChoice100% Whole Grain N Bulgur Wheat • PeregGourmet Toasted Pearl Pasta and Orzo • eedsofChangeQuinoa and Brown Rice S with Garlic • SierraFoodsWhole Grain Bulgur Pilaf Mix • TruRoots Ancient Grain Organic Penne Pasta Editor's Note: Specialty Food Magazine is pleased to be working with Mintel on Research Spotlight. Mintel is a leading supplier of competitive media, product and consumer data. A 34-year reputation for delivering dependable and original market information has allowed Mintel to maintain Business Superbrand status in the U.K. Mintel's product line includes: Mintel Reports, a renowned market intelligence report series, publishing more than 600 reports annually covering the U.S. and Europe; and Mintel's GNPD, the Global New Products Database, which monitors worldwide product innovation in consumer packaged goods markets. For more information call 312.943.5250 or visit mintel.com. Specialty Food Association members may purchase Mintel's dry pasta, rice, noodles and ancient grains report at a 10 percent discount. Denise Shoukas is contributing editor to Specialty Food Magazine. 152 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com

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