Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The bottom line
- Jars and cans are bigger, but cold is hotter
- Family value
- Low-end/high-end pasta sauces
- Playing favorites
- Growth of smaller households
- Competing for the home front
- Effects of changing demographics
- All’s well(ness)
- Organic goodness
- Natural foods channels
- Getting more consumers to eat sauce
- Product labeling
- Promoting pasta sauces at the retail level
- Updated packaging in the future
- Refrigerated pasta sauce sales expected to grow substantially by 2011
Market Drivers
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- Household size and pasta sauce usage
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- Figure 1: Household usage of spaghetti/pasta sauce, by number of people in household, May 2005-June 2006
- Big households
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- Figure 2: Use of canned/jarred/refrigerated pasta sauces, by number of children under 18 in household, February 2007
- Small households
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- Figure 3: Households by size, 1995 and 2005
- Diet and health trends
- Low-carb diets and pasta sales
- Whole grain pastas
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- Figure 4: Number of new pasta product releases with whole grain claim in U.S., 2001-06
- Health labeling
- Trends in organic/all natural
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- Figure 5: Attitudes towards organic pasta sauces, February 2007
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- Figure 6: Growing number of pasta sauces with natural and/or organic claims, 2001-06
- Polarization in pasta sauce purchases
- Private label
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- Figure 7: FDM* sales of private label shelf-stable pasta sauces, 2001-06
- Premium
- The Asian and Hispanic factors
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- Figure 8: Household usage of spaghetti/pasta sauce, by race/ethnicity, May 2005-June 2006
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- Figure 9: Population by race and Hispanic origin, 2001-11
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- Figure 10: Pasta sauce flavors/ingredients purchased, by Hispanic ethnicity, February 2007
- Competition from other categories
- Frozen foods and other FDM alternatives
- In-store prepared meals
- Restaurants
Market Size and Trends
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- Market size
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- Figure 11: Sales of pasta sauce in FDM and natural food channels, at current and constant prices, 2001-06
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- Figure 12: U.S. FDM dollar and volume sales of pasta sauce, excluding Wal-Mart, 2001-06
- Wal-Mart estimate
- Market trends
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- Figure 13: New product releases in pasta sauce category, 2001-06
Market Segmentation
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- Introduction
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- Figure 14: Sales of pasta sauces in FDM and natural food channels, segmented by type, 2004 and 2006
- Shelf-stable pasta sauces
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- Figure 15: Sales of shelf-stable pasta sauces in FDM and natural food channels, at current and constant prices, 2001-06
- Shelf-stable pasta sauce sales through FDM channels, excluding Wal-Mart, compared with natural food channels
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- Figure 16: Sales of shelf-stable pasta sauces, FDM vs natural food channels, 2001-06
- Refrigerated pasta sauces
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- Figure 17: Sales of refrigerated pasta sauces in FDM and natural food channels, at current and constant prices, 2001-06
- Refrigerated pasta sauces sales through FDM channels, excluding Wal-Mart, compared with natural food channels
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- Figure 18: Sales of refrigerated pasta sauces, FDM vs natural channels, 2001-06
Supply Structure
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- Companies and brands
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- Figure 19: Manufacturer FDM sales of pasta sauce in the U.S., 2004 and 2006
- Shelf-stable pasta sauce
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- Figure 20: Manufacturer brand FDM sales of shelf-stable pasta sauce in the U.S., 2004 and 2006
- Refrigerated pasta sauce
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- Figure 21: Manufacturer brand FDM sales of refrigerated pasta sauce in the U.S., 2004 and 2006
- Company profiles
- Unilever United States, Inc.
- Ragú
- Bertolli
- Campbell Soup Company
- H.J. Heinz Company
- ConAgra Foods, Inc.
- Hunt’s
- Healthy Choice
- Nestlé USA, Inc.
- Kraft Foods, Inc.
Advertising and Promotion
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- Overview
- Ragú
- Prego
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- Figure 22: Prego Traditional jar pasta sauce television ad, It’s In There, 2007
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- Figure 23: Prego Traditional jar pasta sauce television ad, Bring the Family, 2007
- Classico
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- Figure 24: Classico jar pasta sauce television ad, We make it like you’d make it, 2007
- Hunt’s, Healthy Choice
- Francesco Rinaldi
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- Figure 25: Francesco Rinaldi jar pasta sauce television ad, Made by Italians, Enjoyed by everyone, 2007
Retail Distribution
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- Introduction
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- Figure 26: U.S. retail sales of pasta sauce, by channel, 2004 and 2006
- Estimated Wal-Mart sales
- Supermarkets
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- Figure 27: U.S. supermarket sales of pasta sauce, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 28: U.S. mass merchandiser sales of pasta sauce, excluding Wal-Mart, at current and constant prices, 2001-06
- Natural food stores
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- Figure 29: U.S. natural food store sales of pasta sauce, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Household use of pasta sauce
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- Figure 30: Household usage of spaghetti/pasta sauce, January-September 2004 and May 2005-June 2006
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- Figure 31: Household usage of spaghetti/pasta sauce, by age, May 2005-June 2006
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- Figure 32: Household usage of spaghetti/pasta sauce, by region, May 2005-June 2006
- Amount of pasta sauce used
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- Figure 33: Amount of spaghetti/pasta sauce used in the last 30 days, January-September 2004 and May 2005-June 2006
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- Figure 34: Amount of spaghetti/pasta sauce used in the last 30 days, by age, May 2005-June 2006
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- Figure 35: Amount of spaghetti/pasta sauce used in the last 30 days, by race/ethnicity, May 2005-June 2006
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- Figure 36: Amount of spaghetti/pasta sauce used in the last 30 days, by household income, May 2005-June 2006
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- Figure 37: Amount of spaghetti/pasta sauce used in the last 30 days, by number of people in household, May 2005-June 2006
- Types of pasta sauce used
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- Figure 38: Use of canned/jarred/refrigerated pasta sauces, February 2007
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- Figure 39: Use of canned/jarred/refrigerated pasta sauces, by age, February 2007
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- Figure 40: Use of canned/jarred/refrigerated pasta sauces, by Hispanic origin, February 2007
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- Figure 41: Use of canned/jarred/refrigerated pasta sauces, by number of people in household, February 2007
- Perceived freshness of pasta sauce types
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- Figure 42: Perception of freshness in refrigerated versus canned/jarred pasta sauces, February 2007
- Flavors/ingredients used
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- Figure 43: Pasta sauce ingredients/flavors purchased, February 2007
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- Figure 44: Pasta sauce ingredients/flavors purchased, by age, February 2007
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- Figure 45: Pasta sauce ingredients/flavors purchased, by household income, February 2007
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- Figure 46: Pasta sauce ingredients/flavors purchased, by number of people in household, February 2007
- Brands of pasta sauce used
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- Figure 47: Household usage of spaghetti/pasta sauce by brand, May 2005-June 2006
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- Figure 48: Household usage of spaghetti/pasta sauce by brand, by race/ethnicity, May 2005-June 2006
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- Figure 49: Household usage of spaghetti/pasta sauce by brand, by household income, May 2005-June 2006
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- Figure 50: Household usage of spaghetti/pasta sauce by brand, by number of people in household, May 2005-June 2006
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- Figure 51: Household usage of spaghetti/pasta sauce by brand, by region, May 2005-June 2006
- Brand loyalty
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- Figure 52: Pasta sauce brand purchasing attitudes, February 2007
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- Figure 53: Pasta sauce brand purchasing attitudes, by household income, February 2007
- Attitudes towards private label
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- Figure 54: Often buy a private label or store brand of pasta sauce, February 2007
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- Figure 55: Often buy a private label or store brand of pasta sauce, by age, February 2007
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- Figure 56: Often buy a private label or store brand of pasta sauce, by race, February 2007
- Attitudes towards organic pasta sauces
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- Figure 57: Attitudes regarding organic pasta sauces, by age, February 2007
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- Figure 58: Attitudes regarding organic pasta sauces, by Hispanic origin, February 2007
- Attitudes towards added sugar in pasta sauces
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- Figure 59: Make a point to buy pasta sauce that is made without added sugars, February 2007
- Purchasing due to time pressure
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- Figure 60: Use of purchased pasta sauces to save time, February 2007
- Taste of purchased pasta sauce versus homemade
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- Figure 61: Perceived taste of purchased pasta sauces compared with homemade, February 2007
- Reasons for not purchasing pasta sauces
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- Figure 62: Reasons for not buying/using canned/jarred/refrigerated pasta sauce, February 2007
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- Figure 63: Reasons for not buying/using canned/jarred/refrigerated pasta sauce, by gender, February 2007
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- Figure 64: Reasons for not buying/using canned/jarred/refrigerated pasta sauce, by household income, February 2007
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- Figure 65: Reasons for not buying/using canned/jarred/refrigerated pasta sauce, by marital status, February 2007
Future and Forecast
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- Future trends
- Opportunity to appeal to gourmets
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- Figure 66: Types of pasta, noodles, pasta-based meals eaten in household in the past month, by level of cooking skills/enjoyment, March 2007
- The next new flavors in pasta sauce?
- Opportunity for a brand to “own” Italian food traditions
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- Figure 67: Enjoyment of Italian foods and interest in Italian foods/food traditions, February 2007
- Time for new packaging
- Market forecast
- Pasta sauce
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- Figure 68: Forecast of total U.S. FDM and natural food sales of pasta sauce, at current and constant prices, 2006-11
- Shelf-stable pasta sauce
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- Figure 69: Forecast of U.S. FDM and natural food sales of shelf-stable pasta sauce, at current and constant prices, 2006-11
- Refrigerated pasta sauce
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- Figure 70: Forecast of U.S. FDM and natural food sales of refrigerated pasta sauce, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Tastefully Simple: Artichoke & Parmesan Sauce
- Trader Joe’s: Trader Giotto’s Alfredo Pasta Sauce
- Unilever Bestfoods: Robusto! Ragu in Parmesan & Romano
- Wal-Mart: Great Value Alfredo Sauce
- Safeway: Signature Gorgonzola Cream Pasta and Cooking Sauce
- Aldi: Priano Alfredo Sauce
- BCA: Bertozzi Parmasauce
- Fischer & Wieser Specialty Foods: Mom’s Puttanesca Sauce
- LiDestri Foods: Francesco Rinaldi Eggplant & Parmesan Sauce
- Hooper’s Specialty Foods: Hooper’s Pasta Sauce
- Bertolli: Bertolli Organic Olive Oil, Basil & Garlic Sauce
- Publix: Publix Premium Six Cheese Pasta Sauce
- New World Pasta: Ronzoni Healthy Harvest 100% Natural Pasta Sauce
- Williams-Sonoma: Williams-Sonoma Braised Bacon Meat Sauce
- Unilever Bestfoods: Cheesy Ragu Double Cheddar Sauce
- Columbus: Corelli Five Cheese Pasta Sauce
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