Synopsis
This report provides the results for the Pasta & Noodles market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Ambient Noodles, Ambient Pasta, Chilled Noodles, Chilled Pasta, Dried Noodles and Dried Pasta.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Pasta & Noodles market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Pasta & Noodles market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increased amount of discount and own-brand products. The weak Italian economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Pasta & Noodles. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Pasta & Noodles Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Ambient Noodles
2.2.2 Ambient Pasta
2.2.3 Chilled Noodles
2.2.4 Chilled Pasta
2.2.5 Dried Noodles
2.2.6 Dried Pasta
2.3 Behavioral Trends and Market Value
2.3.1 Ambient Noodles
2.3.2 Ambient Pasta
2.3.3 Chilled Noodles
2.3.4 Chilled Pasta
2.3.5 Dried Noodles
2.3.6 Dried Pasta
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Ambient Noodles
3.1.2 Ambient Pasta
3.1.3 Chilled Noodles
3.1.4 Chilled Pasta
3.1.5 Dried Noodles
3.1.6 Dried Pasta
3.2 Consumer Profiles by Product Category
3.2.1 Ambient Noodles
3.2.2 Ambient Pasta
3.2.3 Chilled Noodles
3.2.4 Chilled Pasta
3.2.5 Dried Noodles
3.2.6 Dried Pasta
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Pasta & Noodles Brand Choice and Private Label Shares
4.2.1 Ambient Noodles
4.2.2 Ambient Pasta
4.2.3 Chilled Noodles
4.2.4 Chilled Pasta
4.2.5 Dried Noodles
4.2.6 Dried Pasta
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Pasta & Noodles
5.1.2 Ambient Noodles
5.1.3 Ambient Pasta
5.1.4 Chilled Noodles
5.1.5 Chilled Pasta
5.1.6 Dried Noodles
5.1.7 Dried Pasta
6 Consumption Impact: Market Valuation
6.1 Pasta & Noodles Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Pasta & Noodles Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Pasta & Noodles Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Pasta & Noodles
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Ambient Noodles
7.2.2 Retail Share by Volume - Ambient Pasta
7.2.3 Retail Share by Volume - Chilled Noodles
7.2.4 Retail Share by Volume - Chilled Pasta
7.2.5 Retail Share by Volume - Dried Noodles
7.2.6 Retail Share by Volume - Dried Pasta
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 PAM Switching Analysis
7.3.10 Selex Switching Analysis
7.3.11 Sisa Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Pasta & Noodles, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 PAM
7.4.10 Selex
7.4.11 Sisa
7.4.12 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Pasta & Noodles Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Pasta & Noodles Value Share (%), by Age Groups, 2011
Table 5: Italy Pasta & Noodles Value Share (%), by Gender, 2011
Table 6: Italy Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Pasta & Noodles Value Share (%) by Wealth Groups, 2011
Table 9: Italy Pasta & Noodles Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Ambient Noodles Consumer Group Share (% market value), 2011
Table 11: Italy Ambient Pasta Consumer Group Share (% market value), 2011
Table 12: Italy Chilled Noodles Consumer Group Share (% market value), 2011
Table 13: Italy Chilled Pasta Consumer Group Share (% market value), 2011
Table 14: Italy Dried Noodles Consumer Group Share (% market value), 2011
Table 15: Italy Dried Pasta Consumer Group Share (% market value), 2011
Table 16: Italy Total Ambient Noodles Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Ambient Pasta Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Chilled Noodles Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Chilled Pasta Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Total Dried Noodles Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Italy Total Dried Pasta Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Italy Ambient Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Ambient Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Chilled Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Chilled Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Dried Noodles Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Italy Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Italy Dried Pasta Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Italy Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Italy Ambient Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Ambient Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 36: Italy Chilled Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 37: Italy Chilled Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 38: Italy Dried Noodles Consumer Profiles (% consumers by sub-group), 2011
Table 39: Italy Dried Pasta Consumer Profiles (% consumers by sub-group), 2011
Table 40: Italy Pasta & Noodles Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Italy Ambient Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Italy Ambient Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Italy Chilled Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Italy Chilled Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Italy Dried Noodles Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Italy Dried Pasta Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Italy, Overall Pasta & Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Italy, Ambient Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Italy, Ambient Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Italy, Chilled Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Italy, Chilled Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Italy, Dried Noodles: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Italy, Dried Pasta: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Italy Pasta & Noodles Market Value (Euro million), by Category, 2011
Table 55: Italy Pasta & Noodles Market Value (US$ million), by Category, 2011
Table 56: Italy Pasta & Noodles Market Volume (Kg m), by Category, 2011
Table 57: Italy Pasta & Noodles Market Share (US$ million), by Category, 2011
Table 58: Italy Pasta & Noodles Expenditure Per Capita (Euro), by Category, 2011
Table 59: Italy Pasta & Noodles Expenditure Per Capita (US$), by Category, 2011
Table 60: Italy Pasta & Noodles Expenditure Per Household (Euro), by Category
Table 61: Italy Pasta & Noodles Expenditure Per Household (US$), by Category
Table 62: Italy Pasta & Noodles Market Volume Share (Kg m), by Category, 2011
Table 63: Italy Pasta & Noodles Consumption Per Capita (Kg m / Population m), by Category, 2011
Table 64: Italy Pasta & Noodles Consumption Per Household (Kg m / Households m), by Category, 2011
Table 65: Italy Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Table 66: Italy Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 67: Italy Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 68: Italy Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 69: Italy Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 70: Italy Dried Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 71: Italy Dried Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Table 72: Italy Switchers to Auchan for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy Switchers From Auchan for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy Switchers to Carrefour for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy Switchers From Carrefour for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy Switchers to Conad for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy Switchers From Conad for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Italy Switchers to Coop Italia for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Italy Switchers From Coop Italia for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Italy Switchers to Despar Servizi for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy Switchers From Despar Servizi for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy Switchers to Esselunga for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy Switchers From Esselunga for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy Switchers to Eurospin for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Italy Switchers From Eurospin for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Italy Switchers to PAM for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Italy Switchers From PAM for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Italy Switchers to Selex for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Italy Switchers From Selex for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Italy Switchers to Sisa for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Italy Switchers From Sisa for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Italy Switchers to Other for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 93: Italy Switchers From Other for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 94: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 95: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 96: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 97: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 98: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 99: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 100: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 101: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 102: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 103: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 104: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 105: Italy Profile of Pasta & Noodles Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Pasta & Noodles Value Share (%), by Age Groups, 2011
Figure 3: Italy Pasta & Noodles Value Share (%), by Gender, 2011
Figure 4: Italy Pasta & Noodles Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Pasta & Noodles Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Pasta & Noodles Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Pasta & Noodles Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Ambient Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Ambient Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Ambient Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Ambient Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Chilled Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Chilled Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Chilled Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Chilled Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Dried Noodles Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Dried Noodles Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Dried Pasta Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Italy Dried Pasta Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Italy Pasta & Noodles Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Italy Pasta & Noodles Market Share (US$ million), by Category, 2011
Figure 22: Italy Pasta & Noodles Expenditure Per Capita (US$), by Category, 2011
Figure 23: Italy Pasta & Noodles Expenditure Per Household (US$), by Category
Figure 24: Italy Pasta & Noodles Survey-tracked Retailer Shares by Volume (% of Kg m), 2011
Figure 25: Italy Ambient Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 26: Italy Ambient Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 27: Italy Chilled Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 28: Italy Chilled Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 29: Italy Dried Noodles Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 30: Italy Dried Pasta Survey-tracked Retailer Shares by Volume (Kg m), 2011
Figure 31: Italy People Who Have Switched Retailer for their Pasta & Noodles Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
