Own label dry pasta in c-stores has outsold big-brand alternatives as shoppers search for better value.  

Nisa has reported sales of its Heritage fusilli for the year ending September grew by 186%. In the same period, Heritage penne and spaghetti sales doubled. 

Nisa Heritage brand manager Tracey Redfearn told RN: “The £1 pricepoint is really important when brands such as Napolina and Buitoni are quite aggressive with their promotional activity.” 

Robert Kirkwood, of the Corner Shop Convenience Store in Cowdenbeath, told RN Happy Shopper dry pasta is the most popular choice within the category at his shop. “Happy Shopper products make up 100% of our dry pasta sales. We tried Napolina, but customers still preferred own brand. 

Mr Kirkwood added the 79p pricemark was the selling point. “Customers see better value when they look at the price and it offers just as good quality as the more expensive brands. We merchandise with pasta sauces when they’re on promotion,” he said.  

Samantha Coldbeck, of Wharfedale Premier in Hull, said she stopped selling Napolina because all her sales were coming from Happy Shopper pasta. 

“Customers trust the 79p pricemark. They know own brand pastas are just as good as big brand.”

Recent Kantar Worldpanel figures suggest own label pasta sales for the year ending 30 July grew by 3.2%, while the value of branded pasta dropped 13.6%. 

Kantar Worldpanel analyst Cheryl Choo said: “Reflecting the trend seen in the wider grocery market, shoppers are switching over to own label lines from branded ranges. As a result, branded pasta has declined massively in value whereas own label pasta is in growth.

“This is especially obvious in dry tagliatelle, where value of the branded version slumped by 35.1% versus own label which increased by 21.2% in value.”