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Argentina pasta market led by Molinos Rio de la Plata SA with revenue share of 40% in 2013
Pasta in Argentina - a new market research report on 2014-04-10 13:45:05
2012 confirmed the break in the consumption of pasta after the slowdown that started in 2011. According to industry sources, the stabilisation in the price of meat negatively impacted the demand for pasta as a food substitute. While in 2011 the annual per capita consumption of meat was 56.6kg, in 2012 it increased to 59.3kg according to Instituto de Promoción de la Carne Vacuna Argentina (Institute for the Promotion of Beef). Consequently, pasta consumption varied from 14% in retail volume terms in 2010 to 2% in 2011, and only 1% in 2012.

Molinos Río de la Plata SA is by far the leader in selling pasta in Argentina with 40% of value sales expected in 2013. The success of the company is due to it having a large portfolio of brands, which cover all price segments. While the brand Don Vicente is located in the higher-price range, Matarazzo, Lucchetti and Manera are located in the mid-priced segment while Favorita is an economy brand.

In the period 2013-2018, pasta consumption is expected to increase at a CAGR of 3% in volume terms, reaching 385,000 tonnes in 2018. This growth will be driven by major advertising campaigns, which are expected from the companies Molinos Río de La Plata SA, Kraft Foods and the recent category entrant Unilever de Argentina SA. The campaigns will be concentrated on the energy and nutritional benefits of pasta to compete with substitute products such as meat.

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