National Pasta Association Wants to ‘Share the Pasta’
The National Pasta Association (NPA) wants consumers to share the pasta — so much that the trade association for the U.S. pasta industry has rebranded its consumer communications program to “Share the Pasta.”
Since 2011, the NPA said it has operated its consumer program, Pasta Fits, as a means of communicating the health benefits, versatility and accessibility of pasta to consumers. While these positive pasta attributes continue to be true, the trade association for the U.S. pasta industry said it’s re-branding the program to Share the Pasta to celebrate the joys of pasta and increase consumption.
“We’ve seen in recent months, more than ever before, that consumers love pasta, and we want NPA and Share the Pasta to be at the center of all things pasta,” said Carl Zuanelli, board chair of NPA and founder/president of Nuovo Pasta. “As we’ve watched consumer attitudes shift in recent years in a more positive way about the consumption of pasta, we realized we needed a program and messaging to support that. That is what Share the Pasta will be.”
A recent consumer survey conducted by NPA found that 98% of millennial respondents said they regularly consume pasta, and 73% report eating pasta at least once a week, if not more. Of those respondents who do consume pasta, their top three reasons for doing so were that they enjoy the taste (78%), it’s quick and easy to make (73%), and it has great value for the cost (63%).
“Through this survey data and our day-to-day work with the industry and pasta consumers, we’ve started to notice a shift in consumer attitudes toward pasta,” said Delia Murphy, executive director of NPA. “Where once there was strong anti-carb sentiment, consumers are now embracing pasta, indulging in it and finding all its many benefits.”