A “sauce” of consolation and creativity

If the high inventory levels during the pandemic taught us one thing, it is that Australian consumers love pasta.

The versatile staple food can be found in pantries and refrigerators across the country, from the money and time poor to the taste-seeking gourmet home cook – thanks to the emergence of products made from legumes instead of wheat.

According to family-owned Australian pasta brand San Remo, there is strong consumer demand for healthy pasta alternatives.

"We know Australians love pasta and the growth in specialty noodle pasta in recent years shows that they are hungry for more," said Erik de Roos, San Remo's chief marketing officer.

Research by Canstar Blue has shown that one in four Australians takes several packs of pasta with them during their regular shopping, with a third preferring to stick with the same brand. A similar proportion of people (37 percent) also said they were careful to buy different types of pasta from their favorite brand.

Trish Pegorer, Managing Director of Mutti Australia, says consumer behavior has changed significantly after Covid-19, with an increase in scratch cooking and a desire for quality, local and better alternatives.

"In the pasta sauce category in Australia, this has manifested itself in a shift towards basic ingredients such as passata, pizza sauces, pestos and tomato pastes – all of which grow before the entire 'pasta sauce' within the broader pasta sauce category."

In order to continue expanding premium segments within traditional product categories, according to Ms. Pegorer, it is important to continue to inspire in the shop, in the kitchen and at the table.

“The communication and interaction strategies used at all touchpoints during the buying process are critical, no more than on the shelf (whether in-store or online). It is important to continue to ensure sufficient visibility of accessible premium offers and ensure correct placement in the right stores. "

Education is especially important in raising awareness of products that are sustainable, better for you, and / or are of better quality.

"We know that 50 percent of premium buyers are willing to pay more for better quality, so it is important to communicate these product features beyond the product packaging," said Ms. Pegorer.

You can find out more about the pasta and sauce category in the June issue of Retail World.

The article A “Sauce” of comfort and creativity first appeared in Retail World Magazine.

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