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The U.S. Market for Italian Foods

After suffering through the dark days of the low—carb craze, the market for Italian foods appears on the verge of a rebound. Although consistently ranked as an ethnic food favorite, Italian products, such as pasta and sauce, lost sales ground as people eschewed carbohydrate-laden foods and their associates.

But the market is changing thanks to a more refined approached to dieting, an understanding of “good carbs,” and a heightened awareness of the importance of whole grain. With a focus on the pasta, pizza, sauce, and cheese segments, the U.S. Market for Italian Foods looks at innovations in the marketplace for what is, essentially, a mature and stable industry and examines the steps marketers are taking to respond to changing dietary guidelines and consumer trends. The report also discusses trends among niche marketers to return to authenticity and put the “Italian” back into Italian food products.

Report Methodology
The information in The U.S. Market for Italian Foods is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the personal care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor Ltd.

The report looks at four main segments of the Italian foods market (pasta, pizza, sauces and cheeses), examining trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of Italian foods. It provides up-to-date competitive profiles of marketers of Italian foods - including a look at smaller, up-and-coming companies and brands - and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the food industry.

What You’ll Get in this Report
The U.S. Market for Italian Foods makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Italian Foods offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the Italian foods market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Italian foods, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the Italian food consumer based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Italian foods
  • Research and development professionals stay on top of competitor initiatives and explore demand for Italian foods.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Report Scope And Methodology
      • Pasta
      • Pizza Products
      • Italian Sauce
      • Italian Cheese
    • Methodology
    • Market Size And Growth
    • Category Market Share
      • Table U.S. Market Share For Italian Food Product Categories, 2000-2004 (%)
    • Category Market Size And Growth
      • Table Iri-Tracked Sales For Italian Food Products, By Category, 2000-2004 (In Million $)
    • Pizza Products
    • Pasta
    • Italian Sauce
    • Italian Cheese
    • Category Forecast
      • Table Growth Of U.S. Italian Food Product Categories, 1999-2004
    • Top Marketers
      • Table Top 10 U.S. Italian Food Marketers' Market Share, (%) 2003- 2004
      • Table Iri-Tracked Sales Of Top 10 Italian Food Marketers, 2003-2004, (In Million $)
    • Top Brands
      • Table Top 10 U.S. Italian Food Brands' Market Share, 2003- 2004
      • Table Iri-Tracked Sales Of Top 10 Italian Food Brands, 2003-2004, (In Million $)
    • Advertising And Marketing Efforts
    • New Product Introductions
    • The Consumer
      • From No-Carb To Good Carb
      • Specialty Italian Foods
      • Healthier Products Fill Store Shelves
      • Celeb Chefs Spreading The Word
      • The Mediterranean Diet
      • Italian "Comfort" Foods
    • Outlook
  • The Overall Italian Food Market
    • The Products
    • Italian Sauce
    • Cheese
    • Market Structure
      • Market Size And Growth
        • Table Iri-Tracked U.S. Retail Sales For Italian Food Product Categories, 2000-2004 (In Million $)
      • Market Forecast
        • Table Projected Market For Italian Food Products, 2004-2009 (In $ Billion)
        • Table Projected Mass-Market Sales For Italian Food Product Categories, 2004-2009 (In Million $)
    • Marketer Overview
      • Table U.S. Mass-Market Sales Of Top 10 Italian Food Marketers, 2000-2004, (In Million $)
      • Table Iri-Tracked Sales Of Top Italian Food Marketers By Category, 2000-2004, (In Million $)
  • The Market For Pizza And Pizza Products
    • Market Structure
    • Market Size And Growth
      • Table Iri-Tracked Sales For Pizza And Pizza Product Categories, 2000-2004, (In Million $)
    • Pizza Products
      • Top Marketers
        • Table Iri-Tracked Market Share Of Top 10 Pizza Product Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table Iri-Tracked Sales Of Top 10 Pizza Product Marketers, 2000-2004, (In Million $)
    • Top Brands
      • Table Iri-Tracked Sales Of Top 10 Pizza Product Brands, 2000-2004, (In Million $)
    • Trends And Factors To Future Growth
      • Frozen Pizzas Dominate The Pizza Category
      • Restaurant-Type Frozen Pizzas
      • Consumers Demand Premium Products
      • Ample Growth Opportunity For Frozen Pizza
      • Frozen Pizzas Offer Retailers Growth Opportunities
      • Innovation Essential To Improve Brand Loyalty
  • The Market For Pasta
    • Market Structure
    • Market Size And Growth
      • Table Iri-Tracked Sales For Pasta Product Categories, 2000-2004, (In Million $)
    • Top Marketers
      • Table Iri-Tracked Market Share Of Top 10 Pasta Product Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table Iri-Tracked Sales Of Top 10 Pasta Product Marketers, 2000-2004 (In Million $)
      • Kraft
      • Conagra
      • New World Pasta Company
      • Barilla
      • American Italian Pasta Company
      • Campbell Soup Company
      • Private Label
    • Top Brands
      • Table Iri-Tracked Sales Of Top 10 Pasta Product Brands, 2000-2004 (In Million $)
    • Trends And Factors To Growth
      • Pasta Makers Bank On Authenticity To Boost Sales
      • Marketers Tout Taste Of Low-Carb Offerings
      • Convenience Boosts Sales Of Prepared Meals
      • Pasta Makers Fight Back
      • Benefits Of Mediterranean Diet
      • New Usda Recommendations
      • Popularity Of Organic Pasta
      • Fun With Pasta
        • Table Recent Organic Pasta Product Introductions
  • The Market For Italian Cheese
    • Market Structure
    • Market Size And Growth
      • Table Iri-Tracked Sales For Italian Cheese, 2000-2004, (In Million $)
    • Top Marketers
      • Overview
        • Table Iri-Tracked Share Of Top 10 Italian Cheese Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table Iri-Tracked Sales Of Top 10 Italian Cheese Marketers, 2000-2004 (In Million $)
      • Kraft
      • Lactalis Usa
      • Saputo Cheese Usa Inc.
      • Sargento Food Company
      • Crystal Farms Inc.
    • Top Brands
      • Table Iri-Tracked Sales Of Top 10 Cheese Brands, 2000-2004 (In Million $)
      • Mozzarella Cheese Marketers And Brands
        • Table Iri-Tracked Sales Of Top 10 String Cheese Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 String Cheese Brands, 2000-2004 (In Million $)
    • Trends And Factors To Growth
      • Americans Are a Cheese-Loving Population
      • Flavor Over Nutrition
      • Ricotta Popular With Dieters
      • Low-Carb Harmless To Natural Cheese
        • Table Sales Of Select High-Carb Vs. Low-Carb Foods, 2003
      • Specialty Cheese Boost Sales
  • The Market For Spaghetti And Italian Sauce
    • Market Structure
    • Market Size And Growth
      • Table Iri-Tracked Sales For Italian Sauce, 2000-2004, (In Million $)
      • Top Marketers
        • Table Iri-Tracked Share Of Top 10 Spaghetti/Italian Sauce Marketers, 2000-2004 (%)
      • Performance Analysis
        • Table Iri-Tracked Sales Of Top 10 Italian Sauce Marketers, 2000-2004 (In Million $)
        • Table Iri-Tracked Sales Of Top 10 Spaghetti/Italian Sauce Brands, 2000-2004 (In Million $)
    • Trends And Factors To Growth
      • Healthier Sauces May Revive Sales
      • Opportunities In Regional Inspirations
      • Opportunities In Organic
        • Table Italian/Spaghetti Sauce Sales: Conventional And Organic Overall Versus Organic Brands, 2004
      • Lifestyle Sauces
      • Adaptable For Other Food Uses
      • Innovations In Sauce Chemistry
      • High End Sauces
  • The Market For Private Label Italian Products
    • Pasta Products
      • Table Iri-Tracked Sales Of Private Label Pasta Products, 2000-2004 (In Million $)
    • Aipc Rolls Out Low-Carb Private Label Pasta
    • Pizza Products
    • Private Label Surpass Branded Growth Over Last Five Years
      • Table Iri-Tracked Sales Of Private Label Pizza Products, 2000-2004, (In Million $)
    • Italian Cheese
      • Table Iri-Tracked Sales Of Private Label Parmesan And Ricotta Cheese, 2000-2004, (In Million $)
    • Pricing Wars Help National Brands Gain Ground
    • Spaghetti/Italian Sauce
      • Table Iri-Tracked Sales Of Private Label Spaghetti/ Italian Sauces, 2000-2004, (In Million $)
    • Specialty And Niche Sauce Brands Grow
  • Marketing Dynamics
    • Advertising Spends
    • Kraft: Top Spender
      • Table Leading Italian Food Brands' Advertisement Spends, 2004 (In Million $
    • Ad Spends Help Revive Chef Boyardee Sales
    • Barilla Banks On Its Italian Origin
    • Campbell Repositions Prego
    • Marketing And Advertising Initiatives
      • Cross-Merchandising
      • Marketing Initiatives Targeted Towards Kids
        • Table How Children Make Their Eating Choices
      • Kraft Adopts Automated Food Service System
      • Kraft Part Of a $12-Million Youth Health & Wellness Initiative
      • Schwan Partnered With Sony/Columbia Tri-Star
      • Kraft And Digiorno Scholarship
      • Ragu Co-Sponsors Hungry Drivers 2005
      • National Dairy Council Promotes Cheese Consumption
    • New Product Introductions
      • Table New Product Introductions Tagged "Italian," By Product Type, 2004
      • Top Marketer By Number Of Products Introduced
        • Table Top Product Marketers, By Number Of "Italian" Products Introduced, 2004
      • New Product Introductions By Innovation
        • Table The U.S. Italian Food Market: Selected New Product Introductions, By Innovation
      • Positioning New Products By Package Tags
        • Table Italian Food Product Introductions, By Packaged Tags, 2004
    • The "Natural" Package Tag
      • Table New Pasta And Pasta Side Dishes Brand Introductions With "Natural" Package Tag, 2004
      • Table New Sauces, Pizza & Pasta Brand Introductions With "Natural" Package Tag, 2004
      • Table New Cheese Brand Introductions With "Natural" Package Tag, 2004
    • The "Upscale" Package Tag Luxury Is No Longer The Domain Of The Super-Rich. The American Middle-Class Buyer Is Willing To Pay a
      • Table New Pasta And Pasta Side Dishes Brand Introductions With "Upscale" Package Tag, 2004
      • Table New Sauces, Pizza & Pasta Brand Introductions With "Upscale" Package Tag, 2004
      • Table New Cheese Brand Introductions With "Upscale" Package Tag, 2004
    • The "Low Carb" Tag The Low-Carb Tag Has Been Widely Used By Companies Manufacturing Italian Foods, Since Italian Foods Traditionally
      • Table New Pasta And Pasta Side Dishes Brand Introductions With "Low-Carb" Package Tag, 2004
      • Table New Sauces, Pizza & Pasta Brand Introductions With "Low-Carb" Package Tag, 2004
      • Table New Sauces, Cheese Brand Introductions With "Low-Carb" Package Tag, 2004
    • The "Quick" Package Tag To Lure The Convenience-Seeking Consumer, Marketers Of a Number Of Italian Foods Products Used "Quick" As a
      • Table New Pasta And Pasta Side Dishes Brand Introductions With "Quick" Package Tag, 2004
      • Table New Sauces, Pizza & Pasta Brand Introductions With "Quick" Package Tag, 2004
  • Competitive Briefs
    • Kraft Foods Inc.
      • Overview
      • Kraft Foods Inc. Top Italian Foods' Brand Portfolio
        • Table Kraft Foods Inc. Top Italian Foods' Brand Portfolio Kraft Foods Inc.
      • Performance
    • Tony's Pizza
      • Overview
      • Tony's Pizza Services Top Italian Food Brand Portfolio
        • Table Tony's Pizza Services Top Italian Food Brand Portfolio
      • Performance
    • Ragu Foods Company
      • Overview
      • Ragu Foods Co. Top Italian Foods Brand Portfolio
        • Table Ragu Foods Co. Top Italian Foods Brand Portfolio
      • Performance
    • Conagra Inc.
      • Overview
      • Conagra Co. Top Italian Food Brand Portfolio
        • Table Conagra Co. Top Italian Food Brand Portfolio
      • Gilardi Foods. Top Italian Food Brand Portfolio
        • Table Gilardi Foods. Top Italian Food Brand Portfolio
      • Performance
    • Campbell Soup Co.
      • Overview
      • Campbell Soup Co. Top Italian Foods' Brand Portfolio
        • Table Campbell Soup Co. Top Italian Foods' Brand Portfolio
      • Performance
    • New World Pasta Company
      • Overview
      • New World Pasta Co. Top Italian Foods' Brand Portfolio
        • Table New World Pasta Co. Top Italian Foods' Brand Portfolio
      • Performance
    • Nestlé Usa Inc.
      • Overview
      • Nestle Usa Top Italian Foods' Brand Portfolio
        • Table Nestle Usa Top Italian Foods' Brand Portfolio
      • Performance
      • Overview
      • General Mills Top Italian Foods' Brand Portfolio
        • Table General Mills Top Italian Foods' Brand Portfolio
      • Performance
    • Barilla G & R F. Lli S.P.A.
      • Overview
      • Barilla Top Italian Foods Brand Portfolio
        • Table Barilla Top Italian Foods Brand Portfolio
      • Performance
    • American Italian Pasta Company (Apic)
      • Overview
      • American Italian Pasta Company Brand Portfolio
        • Table American Italian Pasta Company Brand Portfolio
      • Performance
    • Heinz Co.
      • Overview
      • Heinz Top Italian Foods' Brand Portfolio
        • Table Heinz Top Italian Foods' Brand Portfolio
      • Performance
    • Lactalis Usa
      • Overview
      • Lactalis Usa Top Italian Foods' Brand Portfolio
        • Table Lactalis Usa Top Italian Foods' Brand Portfolio
      • Performance
    • Aurora Foods Inc.
      • Overview
      • Aurora Foods Top Italian Foods' Brand Portfolio
        • Table Aurora Foods Top Italian Foods' Brand Portfolio
      • Performance
    • Del Monte Foods
      • Overview
      • Del Monte Foods Top Italian Food Brand Portfolio
        • Table Del Monte Foods Top Italian Food Brand Portfolio
      • Performance
    • Newman's Own Inc.
      • Overview
      • Performance
    • Cantisano Foods
      • Overview
      • Cantisano Foods Top Italian Foods' Brand Portfolio
        • Table Cantisano Foods Top Italian Foods' Brand Portfolio
      • Performance
    • Mccain Ellio's Foods Inc.
      • Overview
      • Performance
    • Sargento Foods Inc.
      • Overview
      • Sargento Foods Top Italian Foods' Brand Portfolio
        • Table Sargento Foods Top Italian Foods' Brand Portfolio
      • Performance
  • The Consumer
    • Simmons Survey
    • Overview
      • Table U.S. Consumers Favoring Italian Food Products, 2004 (%)
    • Pasta Products
      • Dry Packaged Pasta
        • Table Demographic Profile Of Dry Packaged Pasta Consumers, 2004
    • Users By Product Type
      • Table Preferences For Types Of Dry Packaged Pasta By Profile, 2004
      • Dry Packaged Pasta Usage Rate
        • Table U.S. Dry Packaged Pasta Usage Rate, 2004
        • Table Demographic Profile Of Dry Packaged Pasta Heavy-Users*, 2004
      • Dry Packaged Pasta Brand Preference
        • Table Preferences For Dry Packaged Pasta Brands By Profile, 2004
      • Canned Or Jarred Spaghetti And Macaroni
        • Table Demographic Profile Of Canned Or Jarred Spaghetti And Macaroni Consumers, 2004
      • Canned Or Jarred Spaghetti And Macaroni Usage Rate
        • Table U.S. Canned Or Jarred Spaghetti And Macaroni Usage Rate, 2004
      • Canned Or Jarred Spaghetti And Macaroni Brand Preference
        • Table U.S. Preferences For Canned Or Jarred Spaghetti And Macaroni Brands By Profile, 2004
        • Table Preferences For Canned Or Jarred Spaghetti And Macaroni Brands Based On Age Of Children In Household, 2004
      • Spaghetti/Pasta Sauce
      • Spaghetti/Pasta Sauce Usage Rate
        • Table U.S. Spaghetti/Pasta Sauce Usage Rate, 2004
      • Spaghetti/Pasta Sauce Brand Preference
        • Table Consumer Preferences For Spaghetti/Pasta Sauce Brands By Profile, 200
    • Pizza And Pizza Products
      • Frozen Pizza (Bought Frozen)
        • Table Demographic Profile Of Frozen Pizza Consumers, 2004
      • Frozen Pizza (Bought Frozen) Usage Rate
        • Table U.S. Frozen Pizza Usage Rate, 2004
      • Frozen Pizza (Bought Frozen) Brand Preference
        • Table Consumer Preferences For Frozen Pizza Brands By Profile, 2004
        • Table African Americans Preferences For Frozen Pizza Brands, 2004
      • Pizza Sauce
        • Table Demographic Profile Of Pizza Sauce Consumers, 2004
      • Pizza Sauce Brand Preference
        • Table Consumer Preferences For Pizza Sauce Brands By Profile, 2004
      • Pizza Crust (Packaged Ready Made)
        • Table Demographic Profile Of Pizza Crust Consumers, 2004
      • Pizza Crust (Packaged Ready Made) Brand Preference
    • Packaged Italian Dinners
      • Complete Packaged Prepared Dishes/Dinner
        • Table Demographic Profile Of Complete Packaged Prepared Dishes/Dinner Consumers, 2004
      • Users By Product Type
        • Table Preference For Complete Packaged Prepared Dishes/Dinner Types By Profile, 2004
      • Complete Packaged Prepared Dishes/Dinner Usage Rate
        • Table Complete Packaged Prepared Dishes/Dinner Usage Rate, 2004
      • Packaged Prepared Dishes/Dinner Brand Preference
        • Table Consumer Preferences For Complete Packaged Prepared Dishes/Dinner Brands By Profile, 2004
      • Parmesan And Romano
        • Table Consumer Preference For Types Of Grated Cheese (Parmesan & Romano) By Profile, 2004
  • Key Market Trends
    • Slowdown Of The Low-Carb Trend
    • Dietary Guidelines For Americans
    • The Glycemic Index
    • Whole Grains Better For People
    • Opportunities In Organic
      • Table Categories Of Organic Foods Purchases By Those Who Buy Organic
      • Table Italian/Spaghetti Sauce Sales: Conventional And Organic Overall Versus Organic Brands
    • Health Claims Fill Store Shelves
    • Regional Authenticity
    • Gourmet Foods
    • Licensing Restaurant And Chefs' Names
    • The Mediterranean Diet
    • Convenience Of Italian Foods
    • Popularity Of Italian Cuisine
      • Table Consumers' Most Ordered Ethnic Cuisines
      • Table Ethnic Cuisines Highlighted By Consumer Media, December 2004
    • New Product Introductions
    • Popularity Of Italian Influenced Products
    • Retailers Embracing Private Label Programs
  • Addresses Of Selected Marketers

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