Pasta has been adopted by British consumers as a common and popular food option, and Waitrose stores have an assorted selection of products available.
As we mentioned in a recent post, the Uk pasta retail market is dominated by private label products, particularly as regards dry pasta. This is no different in Waitrose, where the Essential pasta range is popular with customers. Lower prices make the difference here: GBP0.95 for 500g of spaghetti or penne against significantly more for a branded item.
At the same time, brands take an important share of shelf space in stores.
Italian pasta firm Rummo is distributed in Waitrose, but may be missing in mid-range retailers. Marketing its products as premium, Rummo is priced higher than other brands. Its Lenta Lavorazione range of spaghetti, fusilli, linguine, farfalle and penne rigate, sell at GBP1.99 per 500g pack.
Competing for the premium section of the shelf is also Us brand Seeds of Change, whose organic pasta (tortiglioni, spinach trottole, wholemeal penne) is priced GBP2.00/500g pack. Another Italian pasta maker with premium pricing selling in Waitrose is Giuseppe Cocco: customers can pay up to GBP2.99/500g.
While Rummo or Cocco may be more selective of the stores they serve, De Cecco is among the primary Italian pasta brands on sale in Waitrose as in other supermarkets. Besides the dry pasta options – priced around GBP1.65/500g – De Cecco diversifies its offering with other products, such as Fettuccine/Taglierini all’Uovo (GBP1.55-2.19/250g), and gnocchi.
Napolina, British group Princes’ leading pasta and cooking sauce brand, can be seen as one of De Cecco’s main competitors. British chef Jamie Oliver has also his pasta range selling in Waitrose, which is priced slightly lower than Napolina, at around GBP1.90/500g pack.
