Abstract
About this report
This report assesses the performance of the noodles, rice and pasta market. Since 2007, value sales have grown by a significant 22.5% to reach £1.4 billion in 2009.
Global shortages of rice and rising commodity prices have contributed to significant price inflation in this market. In addition, value sales growth has come from product innovation, including rice pouches as well as the introduction of microwaveable and ready-to-cook formats in the rice and noodles market.
Convenience continues to be a big draw for busy consumers, and is driving ready-to-heat sales across all categories.
Key themes
- The impact of the rise in global commodity prices on the UK rice, noodles and pasta market.
- Whether tightening household budgets will affect sales of rice, noodles and pasta.
- How manufacturers are innovating to drive value and volume sales.
- How significant convenience, health and ‘authenticity’ are in this market.
- Recreating restaurant and takeaway-style meals in the home.
Table of Contents
- Issues in the Market
- Key themes
- Definition
- Market in Brief
- Buoyant market...
- ... but with recession still a concern
- Evolving tastes and health-conscious consumers
- Growth categories and NPD
- Competition heats up
- Consumer findings
- The future
- Internal Market Environment
- Key points
- Consumers still paying for 2008 rice shortages
- Basmati market tackles supply limitations
- Bumper wheat crop brings an end to pasta shortages
- Eating in is the new eating out
- Figure 1: Trends in healthy lifestyles and eating habits, 2004-08
- Health concerns focused on elderly
- Potatoes lose out to rice and pasta
- Figure 2: Monthly Consumption of pasta, rice, noodles and potatoes,
2004-07
- Broader Market Environment
- Key points
- Opportunities for growth
- Figure 3: Trends in the age structure of the UK population, 2004-14
- Rising numbers of ABs will boost total and premium sales
- Figure 4: Structure of the UK adult population, by socio-economic group,
2004-14
- Ethnic population growth drives branded rice sales
- Figure 5: UK ethnic population, by ethnic group, April 2001
- Scrutiny of salt and fat content
- Figure 6: Projections of overweight and obesity prevalence among UK
adults, by gender, 2003-50
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Competitive Context
- Key points
- Mainstream appeal for pasta and noodles
- Figure 7: Trends in usage of selected carbohydrate-based food items and
cooking sauces, 2004-08
- Youth appeal for pizza and savoury snacks
- Rice leads value sales growth
- Figure 8: UK retail sales of carbohydrate based meals, cooking sauces
and ready meals, 2004-08
- Cross-promotional potential for pasta
- Market Size and Forecast
- Key points
- Shortages fuel rocketing market
- Figure 13: UK retail value sales of noodles, rice and pasta market,
2004-14
- Shoppers alter shopping habits in the recession
- The future of the market
- Factors used in the forecast
- Segment Performance
- Key points
- Pasta and pasta-based meals
- Rising prices fail to quell volume growth
- Figure 14: UK retail volume and value sales of pasta, at current and
constant prices, 2004-14
- Italian focus and health concerns boost ready meals
- NPD and recession lift dry pasta sales
- Figure 15: UK retail value sales of pasta, by type, 2006-09
- Rice
- Adventurous Brits drive rice sales
- Figure 16: UK retail volume and value sales of rice, at current and
constant prices, 2004-14
- Recession boosts own-label and speciality rices
- Convenience pulls in the premiums
- Figure 17: UK retail value sales of rice, by type, 2006-09
- Noodles
- Growth despite limited usage
- Figure 18: UK retail volume and value sales of noodles, at current and
constant prices, 2004-14
- Mixed performances among shelf-stable noodles
- Figure 19: UK retail value sales of noodles, by type, 2006-09
- Chilled noodle market falters
- Market Share
- Key points
- Pasta and pasta-based meals
- Inflation and marketing boost own-label
- Figure 20: Estimated manufacturer shares of retail value sales of dried
pasta, 2006-09*
- Napolina and De Cecco push ahead
- Rice
- Recession boosts own-label sales
- Figure 21: Estimated manufacturer shares of retail value sales of rice,
2006-09
- Greatest gains made by Tilda and Veetee
- Noodles
- Brands dominate the noodles market
- Figure 22: Estimated manufacturer shares of retail value sales of
noodles, 2006-09
- Companies and Products
- Manufacturers and brands
- Figure 23: Leading companies in the pasta, rice and noodles market and
their brands, 2009
- Major players
- Associated British Foods
- Heinz
- Mars
- Napolina
- Nestlé
- Giovanni Rana
- Premier Foods
- Riso Gallo
- Tilda
- Unilever
- Brand Communication and Promotion
- Key points
- Brands defend market share as recession bites
- Figure 24: Main monitored media advertising expenditure on pasta,
noodles and rice, 2006-08
- TV activity stepped up
- Figure 25: Percentage of main monitored media advertising expenditure on
pasta, noodles and rice, by media type, 2006-08
- Setting out their stalls
- Figure 26: Adspend by seasonality correlated with NPD activity, 2006-08
- Uncle Ben' s leads marketing spend
- ' Spoof' campaigns for Pot Noodle and Giovanni Rana
- Tilda evokes premium appeal
- Channels to Market
- Key points
- Multiple dominance grows
- Figure 27: Retail distribution of the UK market for noodles, rice and
pasta, 2006-09
- Convenience store success in pasta and rice sales
- The Consumer -- Pasta and Noodles Usage
- Key points
- Pasta and noodles: Frequency of usage increases
- Figure 28: Trends in frequency and usage of pasta and noodles, 2004-08**
- Appealing to the affluent young families
- Figure 29: Users vs. non-users of pasta and noodles, by demographic
group, 2008
- Over-55s not fans of pasta and noodles
- Fresh pasta and noodles gain ground
- Figure 30: Trends in usage of pasta and noodles, by type, 2004-08
- Fresh pasta appeals to health-conscious
- Noodles boost youth appeal
- Savoury snacks proving an instant hit
- Figure 31: Trends in frequency and usage of instant savoury snacks,
2004-08
- Less affluent young opt for instant savoury snacks
- Figure 32: Users vs. non-users of pasta and noodles, by demographic
group, 2008
- Potential for healthier, upmarket snacks?
- Dried snack meals losing out
- Figure 33: Trends in usage of instant savoury snacks, by type, 2006-08
- Chilled salads pose greatest competitive threat
- Appendix
- Appendix -- Internal Market Environment
- Figure 46: Agreement with lifestyle statements, by demographics, 2008
- Figure 47: Agreement with lifestyle statements, by demographics, 2008
- Appendix -- Competitive Context
- Figure 48: Trends in usage of selected carbohydrate-based food items and
cooking sauces, by demographics, 2008
- Appendix -- Brand Communication and Promotion
- Figure 49: Main monitored media expenditure on rice, noodles and pasta,
by brand and manufacturer, 2006-08
- Appendix -- The Consumer -- Pasta and Noodles Usage
- Figure 50: Frequency and usage of pasta and noodles, by demographics,
2008
- Figure 51: Usage of pasta and noodles, by type, by demographics, 2008
- Figure 52: Frequency and usage of instant savoury snacks, by
demographics, 2008
- Figure 53: Trends in usage of instant savoury snacks, by demographics,
2008
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