Age-old Italian favourite it may be, but pasta has enjoyed something of a renaissance in recent times, as manufacturers caught on to combining the staple with the latest trends in the broader food market. Amanda White takes at look at these developments and highlights the key directions of pasta products as we head into 2002.
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The pasta market has benefited from continual activity in new product development over the past few years, to a great extent driven by filled, coloured and flavoured pasta shapes. Now, manufacturers are starting to explore new possibilities such as organic, fortified and enriched pasta products to maintain consumer interest. In spite of this, 2001 saw few notable introductions, the majority followed the broad trends seen already in the market.
According to Mintel’s Global New Products Database (GNPD) there were a total of 634 new pasta products introduced in 2001. These products include both dry and fresh pasta; canned pasta, pasta-based ready meals and instant pasta recipes are not included in this figure. The number of introductions in 2001 was slightly down on the 2000 and 2001 totals.
Overall, in terms of global activity, Europe and the US have witnessed the majority of new pasta launches and line extensions during the past few years, with relatively low levels of new product launch activity in the rest of the world. The year 2001 did, however, feature an increase in new product introductions in the rest of the world, narrowing the gap with Europe and the US.
Convenience cuisine
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By GlobalDataIn classic Italian cuisine, pasta is most often served as a separate course, preceding the centrepiece of a meal. In other countries, however, pasta is largely perceived as a main course in its own right, as well as being interpreted as a side dish. In any case, in all its shapes and interpretations, pasta has truly evolved into a convenience food that is available in many varieties, both fresh and dried, in virtually all food stores.
Although durum semolina flour is the basic ingredient for the majority of pasta products, other pasta varieties contain barley, buckwheat, rice and even mung bean starch (which gives the so called ‘cellophane noodle’). Depending on the types of flour employed, the tastes, textures and colours of the staple are changed.
Filled pasta
In recent years, ravioli and tortellini have entered the consumer’s daily eating habits, gradually departing from their more “sophisticated”, premium image. Ambient and chilled filled pasta is by far the most pronounced trend in the category. Fillings can be traditional, such as meat, cheese, vegetables & mushrooms, or more experimental and innovative.
Included in this latter innovative trend are several products that were recently launched on the US market. During the Summer of 2001, Sam’s Club introduced Snow Crab Ravioli with Dill to its Casadini’s private label line of chilled pasta. A further US introduction under the Casadini range included Lobster Ravioli, retailing in a 36-oz two-chambered plastic tub.
Again, around the same time in the USA, Monterey Pasta extended its Borsellini Pasta sector with a range of pasta purses filled with Feta cheese & spinach; four aged Italian cheeses; and grilled chicken Dijon. The products retail in health food stores in attractive packages that feature details from a Leonardo da Vinci Italian Renaissance masterpiece.
In Europe meanwhile, the late spring of 2001,saw German firm SIG Import introduce Viva Italia Tortelloni Gefüllt mit Mortadella und Rohem Schinken, tortelloni pasta filled with Mortadella ham and dry cured ham, onto the domestic market.
Gnocchi
Fresh filled potato gnocchi (pasta dumplings made with potatoes) has revolutionized the fresh gnocchi and pasta market. Launched for the first time in 2001 by the Italian company Giovanni Rana, the filled gnocchi pasta segment is gradually increasing in the number of new product launches.
Recent product introductions include the Swiss Migros’ private label Gnocchi Ripieni launched in the autumn of 2001 under the Anna’s brand. The pasta gnocchi is filled with a ricotta and basil pesto filling, also available is a variety pasta filled with a tomato and Mozzarella. A little earlier, in the summer of 2001, Bofrost launched Gnocchi Ripieni al Pomodoro, Mozzarella, cheese and tomato filled gnocchi, in Greece.
Organic growth?
Today’s gourmet shopper is interested in health issues as well as taste and style, and thus is on the lookout for organic and natural ingredients. Uniformly with this trend, the Mars’ company Seeds of Change, for instance, has launched a range of 100% certified organic pasta shapes, which are available in the US, Australia, and several European countries.
However, the organic trend does not seem to have become mainstream as yet in the offerings of best-selling pasta companies such as Barilla in the Italian market. Indeed for this latter company, no organic pasta product launches have been recorded at present by the GNPD.
During recent months however the pasta category has seen an increasing number of products that claim to be low in calorie and fat content and are cholesterol-, preservative- and artificial colour-free. For example, Trident’s Hokkien Noodles were launched in Australia amid claims that they were free from fat (98%), preservatives and artificial flavourings and colourings.
Functional claims?
Like many other food categories, fortification and enrichment claims are gradually acquiring more importance. Thus, the healthy-eating image of pasta products is now enhanced by added-value and functional claims.
Recent product launches with this in mind include the Japanese summer 2001 launch of Nikaido’s Udon Noodles, half-cooked udon noodles with lotus roots. These additive-free noodles are rich in fibre and vitamin C. They are manufactured using the traditional ‘tenobe’ (hand-made) method, ensuring they are appropriately firm and have body.
Sainsbury’s Fortified Fusilli Pasta was meanwhile launched in the UK in the spring of 2001. The pasta contains the vitamins and minerals of wholewheat and is made in Italy with 100% durum wheat. Packaged in a plastic bag, it is also suitable for vegetarians.
Virgilio Manera Sport, spaghetti pasta with added vitamins and minerals, was launched in Argentina in the spring of 2001, while Golcalves Dias Nutri Nutri Pasta with Oats, highly nutritional pasta with soluble fibres, was launched in Brazil around the same time.
System U range of egg pasta is enriched with Omega-3 essential fatty acids, which help prevent cardiovascular problems, was launched during the review period on the French market.
Other health-oriented claims in the Western pasta market include gluten- and wheat-free pasta products (generally based on corn or rice) targeted at coeliac disease sufferers. Examples of this trend include UK-launched Bi-Aglut Gluten-Free Pasta, a range of gluten-free pasta including lasagne, and Quinoa Ancient Harvest Supergrain Pasta, cholesterol- and gluten-free pasta, which was launched in the US.
By Amanda White, Mintel
