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Pasta, Rice and Noodles - UK - February 2016

“Health concerns, in particular around carbohydrates, are likely to continue to dog the category in the immediate future. Brands and retailers should look therefore to innovation in healthier options such as low-carbohydrate, low-calorie or added-functionality in order to tackle consumers’ fears head-on.”

- Alice Baker, Research Analyst

This report looks at the following areas:

  • Healthier versions of pasta could help to boost falling sales
  • Recipe suggestions could instigate interest in the category
  • Extra guidance needed to boost noodle usage

Health concerns surrounding carbohydrates and increased competition from other cuisines have presented a problem for the category, especially for pasta, the dominant section of the market.

Pasta and rice are established mealtime staples for many consumers, especially families and larger households. Noodle usage is lower but still high. A degree of habitual behaviour is evident within the category, but consumers remain open to trying new dishes.

The maturity of the market presents difficulties for expanding the user base, but opportunities remain for innovation in formats and varieties to drive engagement and trading up.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Value grows over 2010-15 but volumes decline
              • Figure 1: UK retail value sales of pasta, rice and instant hot snacks and noodles, 2010-20
            • Dry pasta hit by decline in overall market
              • Wholegrain rice on the up
                • Growth for pot snacks
                  • UK population changes could exert divergent influences
                    • Key players
                      • Own-label pasta and rice sales fall
                        • Figure 2: Leading brands’ shares in the UK retail pasta market, by value, 2014/15*
                      • Own-label loses share in NPD
                        • Convenience continues to drive NPD
                          • Adspend up in 2015
                            • Heinz highly regarded while Pot Noodle divides opinion
                              • The consumer
                                • Pasta and rice used more regularly than noodles
                                  • Figure 3: Usage of pasta, rice, noodles and selected grains, December 2015
                                • Interest in healthier versions of pasta
                                  • Figure 4: Attitudes towards pasta, December 2015
                                • Flavoured rice holds extra appeal
                                  • Figure 5: Attitudes towards rice, December 2015
                                • Some uncertainty surrounding noodles
                                  • Figure 6: Attitudes towards noodles, December 2015
                                • Dry pasta seen as convenient, tinned and instant linked to unhealthy
                                  • What we think
                                  • Issues and Insights

                                    • Healthier versions of pasta could help to boost falling sales
                                      • The facts
                                        • The implications
                                          • Recipe suggestions could instigate interest in the category
                                            • The facts
                                              • The implications
                                                • Extra guidance needed to boost noodle usage
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Value grows over 2010-15 but volumes decline
                                                        • Same trends set to continue over 2015-20
                                                          • Dry pasta hit by decline in overall market
                                                            • Wholegrain rice on the up
                                                              • Growth for pot snacks
                                                                • UK population changes could exert divergent influences
                                                                • Market Size and Forecast

                                                                  • Falling pasta sales hit overall market
                                                                    • Figure 7: Total UK retail volume and value sales of pasta, rice and noodles*, 2010-20
                                                                    • Figure 8: UK retail value sales of pasta, rice and noodles*, by segment, 2010-20
                                                                    • Figure 9: UK retail volume sales of pasta, rice and noodles*, by segment, 2010-20
                                                                  • Mature market limits expansion opportunities
                                                                      • Figure 10: UK retail value sales of pasta, rice and instant hot snacks and noodles, 2010-20
                                                                    • Health concerns and over-familiarity to continue to hit pasta
                                                                        • Figure 11: UK retail value sales of pasta, 2010-20
                                                                      • Rice at risk of losing out to other dishes
                                                                          • Figure 12: UK retail value sales of rice, 2010-20
                                                                        • Pot snacks’ success buoys up noodles but will be difficult to sustain
                                                                            • Figure 13: UK retail value sales of instant hot snacks and noodles, 2010-20
                                                                          • Forecast methodology
                                                                          • Market Segmentation

                                                                            • Fall in overall market hits dry pasta
                                                                              • Figure 14: UK retail value and volume sales of pasta, by sector, 2013-15
                                                                            • Product launch activity helps ambient rice remain dominant
                                                                              • Figure 15: UK retail value and volume sales of rice, by sector, 2013-15
                                                                            • Strong growth for pot snacks
                                                                              • Figure 16: UK retail value and volume sales of instant hot snacks and noodles, by sector, 2013-15
                                                                          • Market Drivers

                                                                            • Improved incomes should facilitate trading up
                                                                              • Changing population dynamics could have conflicting effects
                                                                                • Carbohydrate and gluten health concerns present a challenge and an opportunity
                                                                                  • Interest in world foods could help rice and noodles
                                                                                  • Key Players – What You Need to Know

                                                                                    • Own-label pasta and rice sales fall
                                                                                      • Own-label loses share in NPD
                                                                                        • Convenience continues to drive NPD
                                                                                          • Adspend up in 2015
                                                                                            • Heinz highly regarded while Pot Noodle divides opinion
                                                                                            • Market Share

                                                                                              • Own-label continues to dominate pasta
                                                                                                • Giovanni Rana bucks downward trend
                                                                                                  • Figure 17: Leading brands’ sales and shares in the UK pasta market, by value and volume, 2013/14-2014/15
                                                                                                  • Figure 18: Leading manufacturers’ sales and shares in the UK pasta market, by value and volume, 2013/14-2014/15
                                                                                                • Tilda sees values and volumes jump by more than 5%
                                                                                                  • Own-label sales fall
                                                                                                    • Figure 19: Leading brands’ sales and shares in the UK rice market, by value and volume, 2013/14-2014/15
                                                                                                    • Figure 20: Leading manufacturers’ sales and shares in the UK rice market, by value and volume, 2013/14-2014/15
                                                                                                  • Batchelors’ sales fall in static noodles market
                                                                                                    • Figure 21: Leading brands’ sales and shares in the UK noodles market, by value and volume, 2014/15-2015/16
                                                                                                    • Figure 22: Leading manufacturers’ sales and shares in the UK noodles market, by value and volume, 2014/15-2015/16
                                                                                                  • Pot Noodle triumphs in rising pot snacks market
                                                                                                    • Figure 23: Leading brands’ sales and shares in the UK pot snacks market, by value and volume, 2014/15-2015/16
                                                                                                • Launch Activity and Innovation

                                                                                                  • Brands dominate NPD
                                                                                                    • Figure 24: New product launches in the UK pasta, rice and noodles market, by private label and brands, 2011-15
                                                                                                  • Growth in noodle NPD
                                                                                                    • Figure 25: New product launches in the UK pasta, rice and noodles market, by segment, 2011-15
                                                                                                  • Convenience remains a key driver of private label innovation
                                                                                                    • Ease and versatility emphasized to appeal to home cooks
                                                                                                      • Figure 26: New product launches in the pasta, rice and noodles market, by top 20 claims, 2011-15
                                                                                                    • Gluten-free pasta on the up
                                                                                                      • Reduced-carbohydrate pasta options offer scope for NPD
                                                                                                        • Supermarkets build up chilled pasta selection
                                                                                                          • More wholegrain rice in microwaveable format
                                                                                                          • Advertising and Marketing Activity

                                                                                                            • Adspend in 2015 approaches 2011 high
                                                                                                              • Figure 27: Total above-the line, online display and direct mail advertising expenditure in the pasta, rice and noodles market, 2011-15
                                                                                                              • Figure 28: Above-the-line, online display and direct mail advertising expenditure in the pasta, rice and noodles market, by segment, 2011-15
                                                                                                              • Figure 29: Above-the-line, online display and direct mail advertising expenditure in the pasta, rice and noodles market, (sorted by top ten advertisers in 2015) 2011-15,
                                                                                                            • Mars focuses almost exclusively on Uncle Ben’s
                                                                                                              • Unilever encourages unconventional aspirations through Pot Noodle
                                                                                                                • Birds Eye moves into the market
                                                                                                                • Brand Research

                                                                                                                    • What you need to know
                                                                                                                      • Brand Map
                                                                                                                        • Figure 30: Attitudes towards and usage of selected brands, December 2015
                                                                                                                      • Key Brand Metrics
                                                                                                                        • Figure 31: Key metrics for selected brands, December 2015
                                                                                                                      • Brand attitudes – Heinz and Uncle Ben’s are the most trusted brands
                                                                                                                        • Figure 32: Attitudes, by brand, December 2015
                                                                                                                      • Brand personality – Heinz seen as the most fun
                                                                                                                        • Figure 33: Brand personality – Macro image, December 2015
                                                                                                                      • Brand personality – Sharwood’s and Tilda score highest for authenticity
                                                                                                                        • Figure 34: Brand personality – Micro image, December 2015
                                                                                                                      • Brand Analysis
                                                                                                                        • Heinz has the strongest reputation but an ageing customer base
                                                                                                                          • Figure 35: User profile of Heinz, December 2015
                                                                                                                        • Napolina attracts an affluent customer base
                                                                                                                          • Figure 36: User profile of Napolina, December 2015
                                                                                                                        • Tilda is seen as the healthiest but also the least accessible
                                                                                                                          • Figure 37: User profile of Tilda, December 2015
                                                                                                                        • Sharwood’s is seen as the most special
                                                                                                                          • Figure 38: User profile of Sharwood’s, December 2015
                                                                                                                        • Uncle Ben’s is the second most popular but is seen as standing still
                                                                                                                          • Figure 39: User profile of Uncle Ben’s, December 2015
                                                                                                                        • Pot Noodle polarises opinions
                                                                                                                          • Figure 40: User profile of Pot Noodle, December 2015
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • Pasta and rice used more regularly than noodles
                                                                                                                          • Interest in healthier versions of pasta
                                                                                                                            • Flavoured rice holds extra appeal
                                                                                                                              • Some uncertainty surrounding noodles
                                                                                                                                • Dry pasta seen as convenient, tinned and instant linked to unhealthy
                                                                                                                                • Usage of Pasta, Rice, Noodles and Other Grains

                                                                                                                                  • Pasta remains most popular, eaten by 89%
                                                                                                                                    • Figure 41: Usage of pasta, rice, noodles and other grains, December 2015
                                                                                                                                  • Dry versions are the most popular
                                                                                                                                    • Figure 42: Usage of pasta, rice, noodles and other grains, December 2015
                                                                                                                                  • Convenience holds particular appeal for under-25s
                                                                                                                                    • Wealthier consumers more likely to use chilled pasta
                                                                                                                                      • Bulgur wheat lags behind but could catch up
                                                                                                                                        • Other grains retain urban bias
                                                                                                                                          • Dry pasta and dry rice firmly established as family mealtime staples
                                                                                                                                            • Noodles and grains see infrequent use
                                                                                                                                              • Figure 43: Usage of pasta, rice, noodles and other grains, December 2015
                                                                                                                                          • Attitudes towards Pasta

                                                                                                                                            • Openness to expanding limited pasta repertoires
                                                                                                                                              • Figure 44: Attitudes towards pasta, December 2015
                                                                                                                                            • Added-function pasta holds appeal
                                                                                                                                              • High-protein remains rare
                                                                                                                                              • Attitudes towards Rice

                                                                                                                                                • Consumers value flavoured rice
                                                                                                                                                  • Figure 45: Attitudes towards rice, December 2015
                                                                                                                                                • Own-label is seen to deliver on taste
                                                                                                                                                • Attitudes towards Noodles

                                                                                                                                                  • New entrants to instant noodle market could strengthen category
                                                                                                                                                    • Figure 46: Attitudes towards noodles, December 2015
                                                                                                                                                  • Noodle guidance sought
                                                                                                                                                    • Noodle soup kits hold family appeal
                                                                                                                                                    • Qualities Associated with Pasta

                                                                                                                                                      • Dry pasta scores well for versatility and reliability
                                                                                                                                                        • Figure 47: Correspondence analysis of qualities associated with different types of pasta, December 2015
                                                                                                                                                        • Figure 48: Qualities associated with different types of pasta, December 2015
                                                                                                                                                      • Chilled pasta is seen as an occasional indulgence
                                                                                                                                                        • …and convenient among 34%
                                                                                                                                                          • Concerns over healthiness of convenience options
                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                    • Figure 49: Best- and worst-case forecasts for retail value sales of pasta, rice and instant hot snacks and noodles 2015-20
                                                                                                                                                                    • Figure 50: Best- and worst-case forecasts for UK retail volume sales of pasta, rice and instant hot snacks and noodles 2015-20
                                                                                                                                                                    • Figure 51: Best- and worst-case forecasts for UK retail value sales of pasta 2015-20
                                                                                                                                                                    • Figure 52: Best- and worst-case forecasts for UK retail volume sales of pasta 2015-20
                                                                                                                                                                    • Figure 53: Best- and worst-case forecasts for UK retail value sales of rice 2015-20
                                                                                                                                                                    • Figure 54: Best- and worst-case forecasts for UK retail volume sales of rice 2015-20
                                                                                                                                                                    • Figure 55: Best- and worst-case forecasts for UK retail value sales of instant hot snacks and noodles 2015-20
                                                                                                                                                                    • Figure 56: Best- and worst-case forecasts for UK retail volume sales of instant hot snacks and noodles 2015-20
                                                                                                                                                                    • Figure 57: UK retail volume sales of pasta, rice and instant hot snacks and noodles, 2010-20
                                                                                                                                                                    • Figure 58: UK retail volume sales of pasta, 2010-20
                                                                                                                                                                    • Figure 59: UK retail volume sales of rice, 2010-20
                                                                                                                                                                    • Figure 60: UK retail volume sales of instant hot snacks and noodles, 2010-20
                                                                                                                                                                  • Forecast methodology

                                                                                                                                                                  Companies Covered

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

                                                                                                                                                                  Pasta, Rice and Noodles - UK - February 2016

                                                                                                                                                                  £1,995.00 (Excl.Tax)