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Food Culture Trends and Their Impact on the Pasta Category Consultant, the Hartman Group Robertson Allen, Ph.D

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Food Culture Trends and Their Impact on the Pasta Category Consultant, the Hartman Group Robertson Allen, Ph.D Inc Food Culture Trends and Their Impact on the Pasta Category Robertson Allen, Ph.D. © 2017 The Hartman 2017Hartman TheGroup,© Consultant, The Hartman Group 1 Millennials’ #1 pasta proselytizer: Aziz Ansari The Parks and Recreation and Master of None Inc comedian star, it turns out, is a huge pasta fan. Image sources: http://passionforpasta.com/post/142756435157/during-a- © 2017 The Hartman 2017Hartman TheGroup,© recent-trip-to-italy-self-proclaimed; http://archive.azcentral.com/prog/image.php?i=685562.jpg2 Today’s agenda 1. Our Shifting Food Culture 2. Health, Wellness, & Sustainability 3. Premium Cues in Pasta • Freshness • Authenticity • Novelty 4. Thought Starters for the Pasta Industry Inc © 2017 The Hartman 2017Hartman TheGroup,© Image Source: ilcorvopasta.com 3 Traditional U.S. Food Culture Inc product = predictable uniformity brand interaction = transactional cooking = chore engagement = low © 2017 The Hartman 2017Hartman TheGroup,© 4 Modern U.S. Food Culture Inc product = distinct brand interaction = playful, engaging © 2017 The Hartman 2017Hartman TheGroup,© cooking = discovery engagement = consumer chooses how much 5 Modern eating culture: fragmentation and upending of tradition Who: • Planning, shopping and cooking is decentralized What: • Fewer rules about what to eat and drink • Idealize 3 balanced meals, but rarely eat that way When: • Planning, eating and shopping happens fluidly • Eating on the fly Where: • Anywhere and everywhere Inc • Traditional grocery only one of many possibilities How: © 2017 The Hartman 2017Hartman TheGroup,© • Less regular scratch cooking 6 Though well-loved, “traditional” American-Italian CPG pasta is being challenged by a host of forces From top left: • New Seasons fresh pasta • Kite Hill dairy-free Inc ricotta ravioli • House Foods tofu shirataki “spaghetti” and “fettuccini” © 2017 The Hartman 2017Hartman TheGroup,© 7 From Reactive HEALTH … “Do as I say!” Inc © 2017 The Hartman 2017Hartman TheGroup,© 8 … to Proactive WELLNESS “Know thyself” Preventative Internally validated Self-assessed Common sense Holistic Integrated Balanced energy Fun and enjoyment Inc © 2017 The Hartman 2017Hartman TheGroup,© 9 Gluten-free reflects the trend of personalized eating Inc Image Sources: http://pinchofyum.com/healthy- mexican-casserole-roasted-corn-peppers; http://glutenfreehomemaker.com/pizza-casserole/ © 2017 The Hartman 2017Hartman TheGroup,© 10 Gluten avoidance: It’s more about digestion than allergies Reasons for Purchasing Gluten Free Healthier option 26% Digestive Health 19% Weight loss 13% Enjoy the Taste 13% Someone in my family as a… 10% Inflammation Immunity Inflammation 9% Diet cleanse 9% Some other reason 8% Trendy 8% I have a gluten sensitivity 8% Digestion Gluten-free foods are organic 7% Weight Mgt. Asthma 7% Energy Skin condition 6% Inc Someone in my family has… 6% Attention Deficit… 6% Food Sensitivity I have Celiac disease 4% © 2017 The Hartman 2017Hartman TheGroup,© Source: The Hartman Group. Natural & Organic Syndicated Study 2014. 11 The plateau of gluten free? Source: Google search trends vegan gluten free vegetarian 2004 2008 2013 2017 Inc © 2017 The Hartman 2017Hartman TheGroup,© 12 Futures of gluten free pasta: Alternative / ancient grains, spiralized vegetables Farro fettuccini and spaghetti Quinoa elbow pasta Inc Hungry Root’s spiralized vegetable dishes © 2017 The Hartman 2017Hartman TheGroup,© 13 I chose UMass over BU and UConn because of the food. I had confidence that I could eat well here. And compared to my sister and friends at other schools, I know we have good food. Food … Customizable and Individualized for H&W 45% Millennials have tried/adopted a special diet (vs. 24% Boomers) 29% Millennials have food allergies/sensitivities (vs. 16% Boomers) Sustainable alternatives: Fringe trends that have legs to run Bugsolutely’s cricket pasta Minneapolis-based Dumpling & Strand: contains 80% wheat and 20% Noodlers at Large offers various types of cricket flour kernza pasta formats Inc © 2017 The Hartman 2017Hartman TheGroup,© 15 Freshness is the strongest marker of quality to consumers in modern U.S. food culture Image Source: http://www.davesfreshpasta.com/fresh- pasta-and-ravioli.html Inc © 2017 The Hartman 2017Hartman TheGroup,© 16 Fresh & real are key in messaging food quality WHAT HOW WHO WHERE HOW is in it? was it made? made it? did it come from? is it packaged? • Specific • Sustainable • Farmer story • Local specificity • Visible type/variety farming • Origin story/ (e.g., garlic from ingredients • Culinary methods production Gilroy, CA) • Appealing language (e.g., • Responsible narrative • Produced near imagery caramelized) labor practices where harvested • Higher price • Short/clean list • Organic • Packed-on date • Non-GMO • Humane/animal • Use-by date • welfare Inc Organic • Distinctive • Antibiotic and • Fresh pack/no design paste hormone-free • Refrigerated (for dairy) vs. dry © 2017 The Hartman 2017Hartman TheGroup,© 17 Freshness signs cue quality Quality expectations Consumers are in Cultural include … pursuit of … trends Health & Wellness Experience Authenticity signs Novelty & Distinction Inc Fresh © 2017 The Hartman 2017Hartman TheGroup,© 18 Chilled pasta is growing at a very healthy rate Sales of Pasta and Noodles: Growth 2011-2016 Sub-category 2011-16 total growth 2011-2016 CAGR Chilled Pasta 28.5% 5.1% Dried Pasta 1.2% 0.2% Chilled Noodles 6.1% 1.2% Frozen Noodles 21.8% 4.0% Instant Noodles 0.5% 0.1% Source: Euromonitor (2017), Hartman Analysis Inc © 2017 The Hartman 2017Hartman TheGroup,© 19 Freshness perhaps applies even more strongly as a quality marker for pasta sauces Fresh ingredients, Italian provenance of tomatoes, no added sugar, extra virgin olive oil Dehydrated ingredients, puree and extract (both Inc cue processed), added sugar, canola oil © 2017 The Hartman 2017Hartman TheGroup,© 20 Fresh pasta offers opportunities for exploration Premium Pasta Pillars: • Freshness Inc • Authenticity • Novelty © 2017 The Hartman 2017Hartman TheGroup,© 21 Authenticity has become a key driver of current trends in pasta, and Italian cooking more generally Authenticity is a symbolic attribute that can be communicated through: • Premium packaging • Culinary distinction • Narrative • Clean ingredient labels • Traditional flavors with a twist • Tomato variety • Refrigeration/freshness Inc • Locality/regionality • High quality ingredients © 2017 The Hartman 2017Hartman TheGroup,© 22 Returning back to Italy: Contemporary Italian food speaks to a consumer desire for authenticity Contemporary Italian Food, Traditional American Italian Food Made in America Inc © 2017 The Hartman 2017Hartman TheGroup,© 23 Being grounded in the local and referencing a locale—both cue authenticity The menu explains this as a Sicilian dish— Made locally in Seattle, sourced with Inc references a specific locale beyond “Italy” local ingredients from Western Washington © 2017 The Hartman 2017Hartman TheGroup,© Image source: ilcorvopasta.com 24 Consumers are breaking from tradition with novel culinary adventures, especially through noodle formats Soba Noodle Salad Beef-Broccoli Lo 4-Ingredient Creamy Vodka with Pesto and Grilled Mein Steak “Pasta” Eggplant Spiralized Zucchini With Tomatoes, Artichokes, Olives, and Feta Inc Black Bean Noodle Pad Thai Mexican Black Creamy Kale, Tomato and with Yellow Squash and Bean Spaghetti Red Curry Spaghetti Zucchini © 2017 The Hartman 2017Hartman TheGroup,© 25 More than marinara: New twists on familiar pasta sauce flavors liven up the category for Italian cooking Inc © 2017 The Hartman 2017Hartman TheGroup,© 26 People are more often appreciating pasta in its own right Inc © 2017 The Hartman 2017Hartman TheGroup,© Image Sources: fxcuisine.com; books.google.com 27 Thought starters for the pasta industry What are the near term fresher, less processed opportunities for your brand to explore around convenience AND higher quality? Long term? How can your products speak more to health and wellness conscious consumers who increasingly demand free-from, nutrient dense foods that are sustainably farmed and made? With consumers scratch cooking less than ever before, what are some inroads to explore around eating occasions beyond dinner? How can your brand better leverage rich culinary traditions that speak to both Old World authenticity and New World or Inc global novelty? © 2017 The Hartman 2017Hartman TheGroup,© 28 ABOUT THE HARTMAN GROUP The Hartman Group, located in Bellevue, Washington, blends leading-edge customized research and consulting to understand the subtle complexities of consumer and shopper behavior. Since 1989, The Hartman Group has provided unique perspectives on the underlying motivations and behaviors that move the Inc needle for our clients. To learn more about how The Hartman Group stays sharply focused on how consumers live, shop and use brands and products, visit: www.hartman-group.com THE HARTMAN GROUP, INC 3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005 Sign up for our consumer insights briefing: © 2017 The Hartman 2017Hartman TheGroup,© TEL (425) 452 0818 FAX (425) 452 9092 www.hartman-group.com/hartbeat 29.
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