Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Pasta, Rice and Noodles - UK - February 2014

“The current interest in high protein food presents significant opportunities for the pasta market, given that a sizeable four in ten users would like to see more pasta which is high in protein, rising to half of 25-34s.”

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • How can manufacturers inject more excitement into the pasta category?
  • What opportunities are there to further develop the pot snacks market?
  • Can manufacturers do more to capitalise on the current interest in protein?
  • To what extent is the performance of the market tied to the wider economy?

Benefiting from Britain’s love affair with foreign food, as well as generally positive perceptions in terms of healthiness, versatility and value for money, pasta, rice and noodles enjoy high levels of penetration. While the value of the market has increased by 24% between 2008 and 2013, it posted volume growth of just 4% over the period, reflecting its maturity, and volume sales declined for the first time in the five-year period in 2013.

However, the instant pot snacks market continues to go from strength to strength, with retail sales soaring by 28% between 2011 and 2013. New entrants have driven premiumisation and helped to extend the demographic appeal of these products, with the current Asian street food trend having a heavy influence on innovation in this arena. The ageing population and the decline in the number of consumers in the family lifestage continue to pose a challenge to the market, given the strong correlation between household size and usage frequency of pasta and rice. This suggests the need for NPD to explore different packaging sizes, single-serve options and portionability to appeal to the rising number of smaller households.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Pasta
          • Rice
            • Noodles
              • Instant hot snacks
                • Excluded
                  • Abbreviations
                  • Executive Summary

                      • The market
                        • Figure 1: UK retail value sales of pasta, rice and noodles*, 2008-18
                      • Market factors
                        • Vegetable content has strong associations with healthiness
                          • The growth in over-55s continues to hinder the market
                            • Growing multiculturalism in the UK and more adventurous palates bode well for the market
                              • Companies, brands and innovation
                                • Rice fuelled growth in NPD
                                  • Figure 2: Product launches within the UK pasta*, rice and instant snack market as share of total new products launched in the UK food market, 2009-13
                                • Own-label captures two thirds of the pasta market’s value
                                  • Figure 3: Leading brands’ shares in the UK pasta* market, by value, 2013**
                                • A resurgence in adspend in 2013
                                  • Figure 4: Main monitored media advertising expenditure in total pasta, rice, noodles and couscous (including instant noodles, rice and pasta) market, 2009-13
                                • The consumer
                                  • Pasta and rice is eaten by eight in ten adults
                                    • Figure 5: Usage of pasta, rice, noodles and grains, November 2012 and October 2013
                                  • Most consumers want to experiment with pasta
                                    • Figure 6: Attitudes towards pasta, October 2013
                                  • Brands can build standout by providing more guidance to young rice users
                                    • Figure 7: Attitudes towards rice and other grains, October 2013
                                  • Four in ten stick to the same types of noodle dish
                                    • Figure 8: Attitudes towards noodles, October 2013
                                  • What we think
                                  • Issues in the Market

                                      • How can manufacturers inject more excitement into the pasta category?
                                        • What opportunities are there to further develop the pot snacks market?
                                          • Can manufacturers do more to capitalise on the current interest in protein?
                                            • To what extent is the performance of the market tied to the wider economy?
                                            • Trend Application

                                                • Trend: Experience is All
                                                  • Trend: Extend my Brand
                                                    • Mintel Futures: Generation Next
                                                    • Market Drivers

                                                      • Key points
                                                        • Over-55s most likely to opt for high-fibre food
                                                          • Figure 9: Types of products considered to be healthy, September 2013
                                                        • Growing multiculturalism in the UK…
                                                          • Figure 10: UK population, by ethnicity, 2001 and 2011
                                                        • … and Britons’ love affair with foreign food benefits the market
                                                          • Ageing population presents a challenge
                                                            • Figure 11: Trends in the age structure of the UK population, 2008-18
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Rice drove growth in NPD
                                                                  • Figure 12: Product launches within the UK pasta*, rice and instant snack market as share of total new products launched in the UK food market, 2009-13
                                                                  • Figure 13: Own-label product launches within the UK pasta* and rice market, 2009-13
                                                                • Pasta
                                                                  • Figure 14: Top 10 companies for NPD in the UK pasta* market, by share in 2013, 2009-13
                                                                  • Figure 15: Product launches within the UK pasta* market, by packaging type, 2009-13
                                                                • A rise in vegan and wholegrain claims in 2013
                                                                  • Rice
                                                                    • Figure 16: Top 10 companies for NPD in the UK rice market, by share, in 2013, 2009-13
                                                                    • Figure 17: Product launches within the UK rice market, by storage, 2009-13
                                                                  • Focus on speed and convenience in pasta and rice
                                                                    • Figure 18: Top 15 claims for NPD in the UK pasta and rice market, 2009-13
                                                                  • Alternative grains offer convenience and health
                                                                    • Noodles
                                                                      • Figure 19: Top 10 companies for NPD in the UK instant pasta, rice and noodles market, by share, in 2013, 2009-13
                                                                    • Flavour-based innovation in the instant noodle/pasta/rice market is key
                                                                      • Figure 20: Product launches within the UK instant noodle, pasta and rice market, top ten flavours, 2009-13
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • A slip in volume sales in 2013
                                                                        • Figure 21: UK retail sales of pasta, rice and noodles*, by value and volume, 2008-18
                                                                        • Figure 22: UK retail value sales of pasta, rice and noodles*, by segment, 2008-18
                                                                        • Figure 23: UK retail volume sales of pasta, rice and noodles*, by segment, 2008-18
                                                                      • The future of the pasta, rice and noodles market
                                                                        • Figure 24: UK retail value sales of pasta, rice and noodles*, 2008-18
                                                                      • Pasta
                                                                        • Figure 25: UK retail value sales of pasta, 2008-18
                                                                      • Rice
                                                                        • Figure 26: UK retail value sales of rice, 2008-18
                                                                      • Noodles
                                                                        • Figure 27: UK retail value sales of noodles*, 2008-18
                                                                      • Factors used in the forecast
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Only chilled pasta sees both volume and value growth
                                                                            • Figure 28: UK retail value and volume sales of pasta, by sector, 2011-13
                                                                          • Ambient rice holds its dominance
                                                                            • Figure 29: UK retail value and volume sales of rice, by sector, 2011-13
                                                                          • Sales of pot snacks continue to soar
                                                                            • Figure 30: UK retail value and volume sales of instant hot snacks and noodles, by sector, 2011-13
                                                                        • Market Share

                                                                          • Key points
                                                                            • Own-label captures two thirds of the pasta market’s value
                                                                              • Figure 31: Leading brands’ shares in the UK pasta* market, by value, 2013**
                                                                              • Figure 32: Leading brands’ sales and shares in the UK pasta* market, by value and volume, 2012** and 2013***
                                                                            • Uncle Ben’s leads the rice market
                                                                              • Figure 33: Leading brands’ sales and shares in the UK rice market, by value and volume, 2012* and 2013**
                                                                            • Pot Noodle remains the nation’s firm favourite
                                                                              • Figure 34: Leading brands’ sales and shares in the UK hot snacks market, by value and volume, 2012* and 2013**
                                                                            • Sharwood’s and Amoy lead in noodles
                                                                              • Figure 35: Leading brands’ sales and shares in the UK Chinese noodles market, by value and volume, 2012* and 2013**
                                                                          • Companies and Products

                                                                              • Figure 36: Main companies and brands
                                                                            • De Cecco
                                                                              • Company overview
                                                                                • Product range and innovation
                                                                                  • Advertising and promotion
                                                                                    • Heinz
                                                                                      • Company overview
                                                                                        • Product range and innovation
                                                                                          • Advertising and promotion
                                                                                            • Mars
                                                                                              • Company overview
                                                                                                • Product range and innovation
                                                                                                  • Advertising and promotion
                                                                                                    • Napolina
                                                                                                      • Company overview
                                                                                                        • Product range and innovation
                                                                                                          • Advertising and promotion
                                                                                                            • Premier Foods
                                                                                                              • Company overview
                                                                                                                • Product range and innovation
                                                                                                                  • Advertising and promotion
                                                                                                                    • Tilda
                                                                                                                      • Company overview
                                                                                                                        • Product range and innovation
                                                                                                                          • Advertising and promotion
                                                                                                                            • Unilever
                                                                                                                              • Company overview
                                                                                                                                • Product range and innovation
                                                                                                                                  • Advertising and promotion
                                                                                                                                    • Veetee
                                                                                                                                      • Company overview
                                                                                                                                        • Product range and innovation
                                                                                                                                          • Advertising and promotion
                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                            • Key points
                                                                                                                                              • A resurgence in adspend in 2013
                                                                                                                                                • Figure 37: Main monitored media advertising expenditure in total pasta, rice, noodles and couscous (including instant noodles, rice and pasta) market, 2009-13
                                                                                                                                              • Mars continues to support Uncle Ben’s
                                                                                                                                                • Figure 38: Advertising expenditure in the pasta, rice and noodles (including instant noodles, rice and pasta) market, by highest-spending brands, 2009-13
                                                                                                                                              • Unilever ramps up support for Pot Noodle
                                                                                                                                                • Premier Foods supports the Batchelors ‘Super’ revamp
                                                                                                                                                  • Press advertising becomes more important
                                                                                                                                                    • Figure 39: Share of main monitored media spend on pasta, rice and noodles (including instant noodles, rice and pasta) market, by media type, 2009-12
                                                                                                                                                    • Figure 40: Share of main monitored media spend on pasta, rice and noodles (including instant noodles, rice and pasta) market, by media type, 2009-12 (continued)
                                                                                                                                                • The Consumer – Usage of Pasta, Rice and Noodles

                                                                                                                                                  • Key points
                                                                                                                                                    • Pasta and rice is eaten by eight in ten adults
                                                                                                                                                        • Figure 41: Usage of pasta, rice, noodles and grains, November 2012 and October 2013
                                                                                                                                                      • One in three users eat pasta and rice at least twice a week
                                                                                                                                                        • Figure 42: Frequency of usage of pasta, rice and noodles, October 2013
                                                                                                                                                        • Figure 43: Usage of pasta, rice and noodles, age group, October 2012
                                                                                                                                                        • Figure 44: Consumers who eat pasta, rice and noodles at least once a week, by age group, October 2013
                                                                                                                                                      • Usage of pasta and rice is driven by large households
                                                                                                                                                        • Figure 45: Consumers who use pasta, rice and noodles at least once a week, by household size, October 2013
                                                                                                                                                      • An upmarket bias in the usage of grains as sides
                                                                                                                                                        • Figure 46: Usage of couscous, barley, bulgur wheat, quinoa, buckwheat and spelt, by gender and socio-economic group, October 2012
                                                                                                                                                      • Dry pasta is most popular
                                                                                                                                                        • Figure 47: Types of pasta eaten, October 2013
                                                                                                                                                        • Figure 48: Consumers who have eaten instant packet/pot pasta, canned pasta, ready-to-eat pasta in a pot, microwaveable pasta in a pouch and microwaveable pasta in a pot, by age group, October 2013
                                                                                                                                                      • One in four rice users eat wholegrain/brown rice
                                                                                                                                                        • Figure 49: Types of rice eaten, October 2013
                                                                                                                                                      • Dry egg noodles are the most popular
                                                                                                                                                        • Figure 50: Types of noodles eaten, October 2013
                                                                                                                                                    • The Consumer – Attitudes Towards Pasta

                                                                                                                                                      • Key points
                                                                                                                                                        • Most consumers want to be experimental with pasta
                                                                                                                                                            • Figure 51: Attitudes towards pasta, October 2013
                                                                                                                                                          • Opportunities for “half-and-half” pasta
                                                                                                                                                            • Notable interest in added-heath pasta
                                                                                                                                                              • Vegetable content appeals to two in five
                                                                                                                                                                • High protein pasta interests 25-34s
                                                                                                                                                                  • Wastage is an issue for one third of users
                                                                                                                                                                  • The Consumer – Attitudes Towards Rice and Other Grains

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Brands can build standout by providing more guidance to young rice users
                                                                                                                                                                          • Figure 52: Attitudes towards rice and other grains, October 2013
                                                                                                                                                                          • Figure 53: Agreement with the statements “cooking rice to the right texture can be difficult”, “I would like to see more on-pack recipes ideas for rice and/or other grain dishes”, “I would like more ideas about how to use leftover rice” and “I would like to learn how to cook with different types of rice”, by age group, October 2013
                                                                                                                                                                        • Three in ten would like to try high-fibre white rice
                                                                                                                                                                          • One in five under-35s would like to see more frozen rice with vegetables
                                                                                                                                                                            • Opportunities to boost appeal of quinoa through leveraging its high protein content
                                                                                                                                                                            • The Consumer – Attitudes Towards Noodles and Pot Snacks

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Four in ten stick to the same types of noodle dish
                                                                                                                                                                                    • Figure 54: Attitudes towards noodles, October 2013
                                                                                                                                                                                  • Notable interest in experimentation
                                                                                                                                                                                    • Opportunities for NPD in pot noodles
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 55: Product launches within the UK pasta and rice market, top ten flavours, 2009-13
                                                                                                                                                                                        • Figure 56: Product launches within the UK instant pasta, rice and noodles market, by packaging type, 2009-13
                                                                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                                                                        • Figure 57: Best- and worst-case forecasts for retail sales of pasta, rice and noodles, by volume, 2013-18
                                                                                                                                                                                        • Figure 58: Best- and worst-case forecasts for retail sales of pasta, rice and noodles, by value, 2013-18
                                                                                                                                                                                        • Figure 59: Best- and worst-case forecasts for retail sales of pasta, by volume, 2013-18
                                                                                                                                                                                        • Figure 60: Best- and worst-case forecasts for retail sales of pasta, by value, 2013-18
                                                                                                                                                                                        • Figure 61: Best- and worst-case forecasts for retail sales of rice, by volume, 2013-18
                                                                                                                                                                                        • Figure 62: Best- and worst-case forecasts for retail sales of rice, by value, 2013-18
                                                                                                                                                                                        • Figure 63: Best- and worst-case forecasts for retail sales of noodles*, by volume, 2013-18
                                                                                                                                                                                        • Figure 64: Best- and worst-case forecasts for retail sales of noodles*, by value, 2013-18
                                                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                                                        • Figure 65: Share of main monitored media advertising expenditure in total pasta, rice and noodles (including instant noodles, rice and pasta) market, 2009-13
                                                                                                                                                                                    • Appendix – The Consumer – Usage of Pasta, Rice and Noodles

                                                                                                                                                                                        • Figure 66: Usage of pasta, rice, noodles and grains, October 2013
                                                                                                                                                                                        • Figure 67: Frequency of usage, October 2013
                                                                                                                                                                                        • Figure 68: Types of pasta eaten, October 2013
                                                                                                                                                                                        • Figure 69: Types of rice eaten, October 2013
                                                                                                                                                                                        • Figure 70: Types of noodles eaten, October 2013
                                                                                                                                                                                        • Figure 71: Most popular usage of pasta, rice, noodles and grains, by demographics, October 2013
                                                                                                                                                                                        • Figure 72: Next most popular usage of pasta, rice, noodles and grains, by demographics, October 2013
                                                                                                                                                                                        • Figure 73: Other usage of pasta, rice, noodles and grains, by demographics, October 2013
                                                                                                                                                                                        • Figure 74: Most popular frequency of usage of pasta, by demographics, October 2013
                                                                                                                                                                                        • Figure 75: Next most popular frequency of usage of pasta, by demographics, October 2013
                                                                                                                                                                                        • Figure 76: Most popular frequency of usage of rice, by demographics, October 2013
                                                                                                                                                                                        • Figure 77: Next most popular frequency of usage of rice, by demographics, October 2013
                                                                                                                                                                                        • Figure 78: Most popular frequency of usage of noodles, by demographics, October 2013
                                                                                                                                                                                        • Figure 79: Next most popular frequency of usage of noodles, by demographics, October 2013
                                                                                                                                                                                        • Figure 80: Most popular types of pasta eaten, by demographics, October 2013
                                                                                                                                                                                        • Figure 81: Next most popular types of pasta eaten, by demographics, October 2013
                                                                                                                                                                                        • Figure 82: Most popular types of rice eaten, by demographics, October 2013
                                                                                                                                                                                        • Figure 83: Next most popular types of rice eaten, by demographics, October 2013
                                                                                                                                                                                        • Figure 84: Types of noodles eaten, by demographics, October 2013
                                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Pasta

                                                                                                                                                                                        • Figure 85: Attitudes towards pasta, October 2013
                                                                                                                                                                                        • Figure 86: Agreement with the statement ‘Experimenting with different types of pasta appeals to me’, by demographics, October 2013
                                                                                                                                                                                        • Figure 87: Agreement with the statement ‘Pasta which is half white and half wholegrain appeals to me’, by demographics, October 2013
                                                                                                                                                                                        • Figure 88: Agreement with the statement ‘Pasta can get boring if you eat it too often’, by demographics, October 2013
                                                                                                                                                                                        • Figure 89: Agreement with the statement ‘I would like to see more fresh pasta counters in supermarkets’, by demographics, October 2013
                                                                                                                                                                                        • Figure 90: Agreement with the statement ‘‘Boil-in-the-bag’ pasta would be a good idea to help control portion sizes’, by demographics, October 2013
                                                                                                                                                                                        • Figure 91: Agreement with the statement ‘I would like to see more pasta which has vegetables incorporated into the dough’, by demographics, October 2013
                                                                                                                                                                                        • Figure 92: Agreement with the statement ‘I would like to see pasta which is high in protein’, by demographics, October 2013
                                                                                                                                                                                        • Figure 93: Agreement with the statement ‘Low calorie pasta is a good alternative for those trying to lose weight’, by demographics, October 2013
                                                                                                                                                                                        • Figure 94: Agreement with the statement ‘It is difficult to avoid wasting leftover pasta’, by demographics, October 2013
                                                                                                                                                                                        • Figure 95: Agreement with the statement ‘I like the idea of buying pasta dough to make my own pasta at home’, by demographics, October 2013
                                                                                                                                                                                        • Figure 96: Agreement with the statement ‘Pasta is more appealing to me in winter than summer’, by demographics, October 2013
                                                                                                                                                                                        • Figure 97: Agreement with the statement ‘I am put off using whole wheat pasta because it takes too long to cook’, by demographics, October 2013
                                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Rice and Other Grains

                                                                                                                                                                                        • Figure 98: Attitudes towards rice and other grains, October 2013
                                                                                                                                                                                        • Figure 99: Most popular attitudes towards rice and other grains, by demographics, October 2013
                                                                                                                                                                                        • Figure 100: Next most popular attitudes towards rice and other grains, by demographics, October 2013
                                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Noodles and Pot Snacks

                                                                                                                                                                                        • Figure 101: Attitudes towards noodles and pot snacks, October 2013
                                                                                                                                                                                        • Figure 102: Most popular attitudes towards noodles, by demographics, October 2013
                                                                                                                                                                                        • Figure 103: Next most popular attitudes towards noodles, by demographics, October 2013

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                    Pasta, Rice and Noodles - UK - February 2014

                                                                                                                                                                                    £1,995.00 (Excl.Tax)