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Retail Intelligence

Proportion Of Adults Purchasing Lasagne Kits Increases

There has been a slight increase in the proportion of adults purchasing lasagne kits, with 19% of adults claiming to purchase once a month or more often, up from 16% in the same period 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.

Purchase of lasagne kits once a month or more often is relatively evenly spread across age groups, although those aged 18-24 (30%) are more likely to be purchasing lasagne kits at least monthly. Males are also significantly more likely than females to purchase lasagne kits at least once a month.

Dolmio lead the way in the category in terms of the brand of lasagne kits typically purchased, with two thirds (66%) claiming to buy this brand of lasagne kit, up from 62% in 2018.

Supermarket private label brand purchase is unchanged this year after an increase in 2017, with 22% purchasing these lasagne kits in 2019. The purchase of Roma lasagne kits is also 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, with no change year-on-year in the proportion of lasagne kit buyers who chose Dolmio as their most preferred brand, 60% claim this to be the case. There has been a slight decline in the preference for supermarket own brand lasagne kits, with 13% of purchasers claiming to prefer these lasagne kits, down from 16% last year.

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

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

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