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Research Shows, Less Adults Buy Lasagne Kits

Published on Jul 17 2018 10:30 AM

Research Shows, Less Adults Buy Lasagne Kits

There has been a decline in the proportion of adults purchasing lasagne kits, with 16% of adults claiming to purchase once a month or more often, down from 22% in the same period last year.

This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,058 adults aged 18+, sought to understand purchase behaviour in the pasta sauce category.

Purchase of lasagne kits once a month or more often is evenly spread across age groups, although those aged 18-24 (27%) are more likely to be purchasing lasagne kits most frequently. Regionally and across gender, there are no significant differences in purchase frequency.

Dolmio continues to lead the way in the category in terms of the brands of lasagne kits typically purchased, with just over 6 in 10 (62%) claiming to buy this brand of lasagne kit. However, purchase of Dolmio has reduced year-on-year, with almost three quarters (74%) claiming to buy the brand this time last year. Supermarket private label brand purchase is on the rise, with 23% now purchasing compared to 19% purchasing this time last year. The purchase of Roma lasagne kits is largely unchanged year-on-year, being purchased by almost a quarter (22%) of those who purchase lasagne kits.

Dolmio is also the most preferred brand to purchase, although preference has reduced from previous levels where 70% of lasagne kit buyers chose Dolmio as their most preferred brand, now 59% claim Dolmio is their preferred brand. There has been growth in the preference for supermarket own brand lasagne kits, with 16% of purchasers claiming to prefer, up from 11% last year.

Some 1 in 7 (14%) lasagne kit buyers claim that Roma is their preferred brand of lasagne kit to purchase.

For further information and more in-depth analysis of consumer behaviour when it comes to purchasing lasagne kits, please contact Robbie Clarke at Empathy Research.

© 2018 Checkout – your source for the latest Irish retail news. Article by Aidan O’Sullivan. Click subscribe to sign up for the Checkout print edition. 

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