Explore the latest innovation in pasta, rice and noodles in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the pasta, rice and noodles market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global pasta, rice and noodles market. Understanding innovation in these categories has never been so easy.
Innovations in Pasta, Rice and Noodles – Our pick of the innovations
In EMEA: meat flavours and organic options
Chicken flavours are driving the boom in meat flavours in instant pasta, rice and noodle innovation in Europe. Organic claims are shrinking in pasta, rice and noodle launches in the region.
In APAC: better-for-you variants and flavours
Noodle and pasta brands are flagging up better-for-you attributes to attract consumers looking for more healthful options. Instant noodle brands are teaming up with other food brands.
In Americas: clean label and wholegrain
Clean label claims, such as no additives/preservatives, have gained share among instant noodle, pasta and rice launches. Wholegrains remain niche within the categories.
Meet the Expert Behind the Analysis
This report was written by Mikolaj Kaczorowski. Mikolaj has 8 years experience working at Mintel and is responsible for analysing new product launches in food, drink and household categories, tying these back to consumer insights, and identifying emerging NPD trends.
Natural and better-for-you attributes are a growing influence in pasta, rice and noodle launches. Instant noodles appeal as convenient and flavourful options.
Mikolaj Kaczorowski
Innovation Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Pasta, Rice and Noodles
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: meaty flavours are flourishing among instant noodle launches
- Instant noodles are a popular and convenient snack or meal option
- Chicken is driving the growth of meat flavours in instant pasta, rice and noodle launches
- Graph 1: instant pasta, rice and noodle launches, by share of fauna flavour component group, 2019-24
- Chicken and beef are popular flavours in the instant noodle category
- Brand renovation/innovation: Toro has launched instant pasta in an innovative cup pack
- Europe: the share of organic claims is declining in pasta, rice and noodle launches
- Consumers are keen to see organic pasta, rice and noodles
- Organic claims are declining in pasta, rice and noodle launches in Europe
- Organic pasta brands focus on eco-friendly packaging and sustainable production
- Brand renovation/innovation: Batchelors helps consumers turn instant noodles into a complete meal
- The Middle East & Africa (MEA)
- Chicken is a popular flavour in instant noodle launches
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Asia Pacific (APAC)
- Asia: pasta, rice and noodle brands look to address nutrition concerns
- Consumers are looking for more nutritious pasta, rice and noodle options
- Better-for-you claims remain niche in pasta, rice and noodle launches
- Graph 2: pasta, rice and noodle launches, by share of plus claims, 2019-24
- Instant noodle brands highlight protein, fibre and gut health benefits
- Pasta and noodle brands highlight fibre and protein
- Brand renovation/innovation: Nissin launches cup noodle and curry specifically designed for gamers
- Asia: seasonal, limited-edition and co-branded instant pasta, rice and noodles infuse the category with excitement
- Consumers are keen for unique and exciting flavours
- Seasonal, cobranded and limited-edition launches remain niche
- Graph 3: instant, pasta, rice and noodles, by share of select claims, 2019-24
- Instant noodle manufacturers are partnering with restaurant and drink brands
- Brand renovation/innovation: Freshippo launches frozen instant noodles
- Australia & New Zealand
- Instant noodle brands launch better-for-you options
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the americas
- North America: instant pasta, rice and noodle brands are reducing additive and preservative content
- Consumers are looking for additive- and preservative-free instant pasta, rice and noodles
- No additive/preservative claims continue to record growth in instant noodle, pasta and rice launches
- Graph 4: instant noodle, pasta and rice launches, by share of no additive/preservative claim, 2019-24
- Instant pasta, rice and noodle brands highlight additive- and preservative-free recipes
- Brand renovation/innovation: Nissin Cup Noodles launches a selection of limited-edition instant noodles
- North America: wholegrains are underdeveloped in pasta, rice and noodles
- Consumers are keen for more wholegrain options
- Wholegrain pasta, rice and noodles remain a niche preposition
- Graph 5: pasta, rice and noodle launches, by wholegrain claim, 2019-24
- Wholegrain pasta and rice brands highlight the use of regenerative farming methods
- Latin America: consumers are turning to private labels to save money
- Private labels increase launches of pasta, rice and noodles
- Graph 6: pasta, rice and noodle launches, by share of private label, 2019-24
- Private labels offer better-for-you, bulk and organic pasta and rice
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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