The Trend of Dry Pasta Consumption

Fehér, Ilona

Keywords: dry pasta, consumer trend, pasta brand, micro- and small business, entrepreneurial strategy, competitiveness, R29

I conducted a research concerning the consumer behaviour of dry pasta in order to make suggestions for micro and small businesses to improve their competitiveness. In 2019, I collected data on pasta consumption patterns using a questionnaire. I was wondering what dough consumers have in their buying habits, what kind of product preference trend.
I received guidance from several similar studies on consumer behaviour, on risk-reducing consumer behaviour, consumer value systems in methods of researching consumer behaviour, and research on expected consumer trends as well as emotionally based product differentiation. I investigated consumer habits, product characteristics of pasta, and the relationships between variables.
The questionnaire was compiled to reveal the pasta buying habits as well as identifiable product characteristics and pasta consumption segments. The variables inform us about the frequency of buying habits. The willingness to pay the premium price is relative to the retail prices. First, the variables describing the direct properties of the pasta products were examined. Then, the group of flour ingredients was considered. I asked about the organoleptic characteristics of the product, the taste, smell, the shape and the colour of the pasta were also analysed. Then I analysed the external properties from the point of view of packaging, brand, manufacturer and highlighted the abstract product characteristics. The description of the term “handmade pasta”, the “healthy pasta” and the spontaneous mentioning of the brand followed.
First, I analysed the buying frequency of pasta consumers and their willingness to pay premium prices, and then examined the product characteristics of pasta. Then, from the abstract product attributes, I explored the meaning of “craft pasta, healthy pasta”, finally, I compared the frequency of choice between commercial and manufacturer dough brands.
The analysis concluded that the market share of the brands is expected to increase. Researching product trends, I searched for the correlation between the properties of pasta products and three pasta product factors: gluten and carbohydrate-free pasta; pasta enriched with vegetables, and finally, the factor of ‘traditional’ (many eggs) pasta products. Consumers completing the questionnaire can be divided into four types of clusters: trust in the brand; trust in the manufacturer, a group of scent lovers; fortified product lovers. It is important for micro and small businesses to be present on the pasta market with an innovative product.

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