New Market Research Report: Pasta in Denmark
Organic and NH high fibre pasta drove volume growth in the pasta category in 2013. A growing target group of health and wellness-orientated consumers are highly concerned about industrial products, which are perceived as unhealthy and of poor quality, and look increasingly towards key selling points such as artisanal, natural, organic and wholemeal/wholegrain. Barilla for instance did very well with its Integrale range which includes a number of wholemeal/wholegrain dried pasta products.
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