Britons’ love affair with pasta has dried up this year, new figures reveal.
Shoppers spent £4.5 million less on pasta in the year to July 2017, compared to the previous year, ending four years of booming sales.
Brits ate 1.3 million lbs less spaghetti and 9.7 million lbs less dry pasta shapes in the 12 months to July.
The slump in pasta sales comes after price cuts in supermarkets failed to boost demand.
Britain’s love affair with pasta appears to have dried up, after sales dropped by £4.5million
Falling demand for pasta has hit sales of pasta sauces which are down by nearly £23 million, said retail analysts Kantar Worldpanel.
Richard Taylor, of branding agency Brandon, told The Grocer magazine: ‘The pasta and pasta sauces category is close to being in crisis, with growth a real struggle.
‘Few brands are offering anything new or exciting.’
While sales of own-brand pasta are holding up, supermarkets are cutting back on more expensive premium brands.
The fall in pasta sales has also seen pasta sauce brands take a hit with sales dropping by £23million in the last 12 months from July
Tesco and Asda have made the biggest cuts in branded pasta on shop shelves, according to Neya Juniper, of retail analysts IRI.
Cheryl Choo, of Kantar Worldpanel, said: ‘Discount supermarkets have been performing well as shoppers opt for cheaper choices in response to inflation.
‘Consumers are putting more of a focus on lower prices and this is exacerbated by the lower number of promotions, which has resulted in shoppers being more inclined to buy cheaper own-label lines to get more value for money.’
Last year food giant Dolmio advised shoppers to consume some of its pasta sauces only once a week due to their high sugar, salt and fat content.