Bolognese sauce continues to be the most frequently purchased type of pasta sauce amongst adults, with a significant increase recorded in purchase frequency year-on-year.
Last year, just under 4 in 10 (39%) adults claimed to purchase at least once a month, with 49% claiming to purchase with this frequency this year.
There are 12% of adults who purchase once a week or more often, compared to 7% last year. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,004 adults aged 18+, sought to understand purchase behaviour in the pasta sauce category.
The incidence of purchasing at least once a month is most prevalent amongst those aged 18-44, where on average 55% of this age group claim to purchase Bolognese sauce at least once a month, with males more likely to purchase than females (55% vs 42%).
From a brand viewpoint, Dolmio continues to lead the category in terms of the brands of Bolognese sauce typically purchased. Purchase incidence remains largely consistent for Dolmio, with 60% of Bolognese buyers buying the brand currently compared to 57% in 2018.
Supermarket private label brands have also maintained their purchase incidence (37% in 2019 and 38% in 2018), while Roma purchase incidence (17% from 19%) remains largely unchanged year-on-year.
As purchase of Dolmio has remained largely consistent year-on-year, the commitment to the brand still remains high. Half (50%) of buyers in the category choose Dolmio as their most preferred brand, in line with 2018 levels (49%).
Affinity for private label is also unchanged year-on-year with a quarter (25%) claiming that the private label brand they buy is their most preferred brand of all brands in the category.
For further information and more in-depth analysis on consumer behaviour when it comes to purchasing pasta sauces, please contact Robbie Clarke at Empathy Research.
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