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GHQ CENTER STORE
they are looking for during his tenure in the category.
“Fresh pasta attracts the ideal consumer; affluent, educated households, usually with children,” he says. “They are highly oriented to buying the perimeter of the store, over index against most premium products such as wines, and represent the customer that most retailers covet.”
GettinG Over Gluten Free?
The gluten-free craze has, in many ways, become old news, but this does
not mean there are no longer consumers out there who are gluten intolerant or choosing to live the gluten-free lifestyle. These consumers now
have better-tasting options than they did in years past and many gluten-free pasta options have added benefits.
Galvani notes that while gluten-free pasta dollar sales have slowed in
the last year, the segment is continuing to grow on a unit basis as more
items are available at more attainable prices. He adds that after more
than five years of growth, gluten free is now the largest value-added
pasta segment on the market.
Pasta Meets PrOduce – and adds Pizazz
While working with manufacturers on in-store promotions is a great
way for retailers to boost pasta sales, there are plenty of ways to promote
using what is already lying around the store. One way to do this is to
find clever, secondary placements for pasta in aisles that will help shop-
pers come up with a cohesive meal idea and grab the item.
At a northern New Jersey Acme Market, associates recently got creative and found an unexpected secondary placement for dried pasta.
The team set up a table in the produce section and adorned it with red,
white and green balloons to represent the Italian flag. They created a
“one-stop-shop” for a delicious Italian meal by stocking the table with
the dried pasta and jarred sauce from the center store aisles alongside
fresh basil, parmesan and bowls of ice water filled with fresh mozzarella.
The attractive display was designed to give shoppers an idea for a quick
weeknight meal that tasted closer to a homemade Sunday gravy dinner.
It also helped showcase how products found around the store could easily create a turn-key meal.
This type of innovation within the store can help boost any category.
Pasta may be a staple that has been sitting in the center of the store for
decades, but that doesn’t mean retailers can’t get creative and give shoppers a new take on an old category.
