2021
9
UK Pasta, Rice and Noodles Market Report 2021
2021-03-11T03:01:07+00:00
OX1042441
2195
135460
[{"name":"Pasta, Rice and Noodles","url":"https:\/\/store.mintel.com\/industries\/food\/pasta-rice-noodles"}]
Report
en_GB
“The pasta, rice and noodles market has enjoyed a sharp uplift thanks to COVID-19. While the move to the next normal will see sales ebb, the lasting rise in working…

UK Pasta, Rice and Noodles Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Pasta, Rice and Noodles market, including the behaviours, preferences and habits of the consumer.

Strong interest in British-made pasta challenges ideas around authenticity in this market being reliant on provenance and points to opportunities for the small players in this space to disrupt the market. Italian pasta stalwart Barilla’s acquisition of a majority stake in London-based fresh pasta expert Pasta Evangelists speaks to the same.

The COVID-19/coronavirus outbreak fuelled a sharp uptick in the sales of pasta, rice and noodles. The lockdowns and restriction to curb the spread of the virus saw a rise in at-home meals and demand for products with a long shelf life and good value meals, driving demand for these starchy foods.

Concerns around health may prove a challenge for the pasta, rice and noodles market, as consumers put a greater focus on healthy eating in the wake of the pandemic. Half (51%) of pasta, rice and noodles eaters and buyers say that the nutritional content of pasta/rice/noodles is important to them, while 38% say they are actively limiting/reducing the amount of carbohydrates they eat.

There are also plenty of opportunities for the pasta, rice and noodles market. In the short term, the pressures on household incomes will fuel evenings in, the interest in replicating restaurant meals a strong opportunity for premium pasta, rice and noodle brands. Interest in rice-based recipes from less familiar cuisines and in new varieties of pasta point to potential for the market to drive ongoing relevance.

Quickly understand

  • The impact of COVID-19 on the pasta, rice and noodles market
  • Usage of pasta, rice and noodles
  • New launch activity in pasta, rice and noodles and product concepts of interest
  • Behaviours related to pasta, rice and noodles, and attitudes towards them

Covered in this report

Products: Dry pasta, chilled pasta, kids canned pasta, pasta meals, dry rice, frozen rice, ambient rice, savoury rice, wholegrain rice, dry noodles, instant noodles, Chinese noodles, pot snacks.

Rice Brands: Uncle Ben’s, Tilda, Laila, Kohinoor, Veetee, own-label.

Pasta Brands: Heinz, Napolina, De Cecco, Reggia, Barilla, Dellugo, Marshalls, own-label.

Noodle Brands: Batchelors, Amoy, Maggi, Sharwood’s, own-label.

Pot Snack Brands: Pot Noodle, Batchelors, Naked, Nissin, Mug Shot, Itsu, Kabuto, Kraft, Koka, own-label.

Expert analysis from an expert in the field

Written by Angharad Goode, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Tapping into their image as value for money meal options, and giving shoppers more recipe ideas for recreating popular dishes tried in restaurants at home offer high-potential routes for encouraging more frequent usage of pasta, rice and noodles. A greater focus on nutritional claims, such as promoting fibre and protein in pasta and instant snack pots will also help future sales.

Angharad Goode
Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • COVID-19 drives a boom in pasta, rice and noodles sales
      • Figure 1: Short, medium and long-term impact of COVID-19 on pasta, rice and noodles, 25 February 2021
    • The market
    • Pasta, rice and noodles enjoy a sharp uplift thanks to COVID-19
      • Figure 2: UK retail value sales of pasta, rice and noodles, 2015-25 (prepared on 26 February 2021)
    • Dry pasta and rice sales soar, pot snacks grow despite scratch cooking
    • Popularity of world cuisines supports demand for rice and noodles
    • Economic uncertainty to challenge spending power
    • Companies and brands
    • Own-label continues to dominate the pasta market
    • Uncle Ben’s loses market share, Ebro Foods acquires Tilda
    • Batchelors leads in noodles, Unilever retains top post in pot snacks
    • Sharp uptick in pasta launches in 2020
    • Adspend lifted in 2020
    • The consumer
    • Overall pasta usage remains steady, but uptick in frequency
      • Figure 3: Usage of pasta, rice and noodles, November 2017, November 2018 and November 2020
    • Two in five have stocked up on pasta, rice and noodles
    • Pasta, rice and noodles are a staple for frugal meals but have premium potential
      • Figure 4: Behaviours related to pasta, rice and noodles, November 2020
    • Rice-based recipes from new cuisines and wholesome noodle meals appeal
      • Figure 5: Pasta, rice and noodles concepts of interest, November 2020
    • Three in five call for less packaging waste, two thirds are keen on cardboard
      • Figure 6: Attitudes towards pasta, rice and noodles, November 2020
  3. Issues and Insights

    • COVID-19 drives up demand for pasta, rice and noodles
    • New varieties hold potential for driving engagement
    • Nutritional content is important for half of users
  4. The Market – Key Takeaways

    • Pasta, rice and noodles enjoy a sharp uplift thanks to COVID-19
    • Dry pasta and rice sales soar, pot snacks grow despite scratch cooking
    • Popularity of world cuisines supports demand for rice and noodles
    • Economic uncertainty to challenge spending power
  5. Market Size and Forecast

    • COVID-19 drives a boom in pasta, rice and noodles sales
      • Figure 7: Short, medium and long-term impact of COVID-19 on pasta, rice and noodles, 25 February 2021
    • Pasta, rice and noodles enjoy a sharp uplift thanks to COVID-19
      • Figure 8: UK retail value sales of pasta, rice and noodles, 2015-25 (prepared on 26 February 2021)
    • Sales will fall in the short term, but return to growth predicted
      • Figure 9: UK retail value sales of pasta, rice and noodles, 2015-25 (prepared on 26 February 2021)
      • Figure 10: UK retail volume sales of pasta, rice and noodles, 2015-25 (prepared on 26 February 20
    • Market drivers and assumptions
      • Figure 11: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 11 January 2021)
    • Learnings from the last recession
      • Figure 12: UK retail value and volume sales of pasta, rice and noodles, 2007-12
  6. Market Segmentation

    • Dry pasta sales soar
      • Figure 13: UK retail value and volume sales of pasta, by segment, 2018-20
    • Rice enjoys rapid sales growth
      • Figure 14: UK retail value and volume sales of rice, by segment, 2018-20
    • Pot snacks enjoy boost in sales despite scratch cooking trend
      • Figure 15: UK retail value and volume sales of instant pot snacks and noodles, by segment, 2018-20
  7. Market Drivers

    • Impact of the January 2021 lockdowns
    • Popularity of world cuisines supports demand for rice and noodles
    • Restaurant closures drive opportunities for trading up in retail
    • Economic uncertainty to challenge spending power
    • Brexit trade deal avoids tariffs on pasta
  8. Companies and Brands – Key Takeaways

    • Own-label continues to dominate the pasta market
    • Uncle Ben’s loses market share, Ebro Foods acquires Tilda
    • Batchelors leads in noodles, Unilever retains top post in pot snacks
    • Sharp uptick in pasta launches in 2020
    • Adspend lifted in 2020
  9. Market Share

    • Own-label continues to dominate the pasta market
    • Napolina outperforms the own-label dominated market in 2019/20
    • Barilla buys majority stake in Pasta Evangelists
      • Figure 16: Leading brands’ sales and shares in the UK pasta market, by value and volume, 2017/18- 2019/20
    • Uncle Ben’s loses market share
    • Ebro Foods acquires Tilda
      • Figure 17: Leading brands’ sales and shares in the UK rice market, by value and volume, 2017/18- 2019/20
    • Batchelors leads sales in the noodles market
      • Figure 18: Leading brands’ sales and shares in the UK noodles market, by value and volume, 2018/19-2020/212019/20
    • Pot Noodle expands offering but loses market share
      • Figure 19: Leading brands’ sales and shares in the UK pot snacks market, by value and volume, 2017/18 and 2019/20
  10. Launch Activity and Innovation

    • Sharp uptick in pasta launches in 2020
      • Figure 20: Launches of pasta, rice and noodles products, by sub-category, 2016-20
    • Environmentally-friendly packaging claims gain share of launches
      • Figure 21: Launches of pasta, rice and noodles products, by environmentally-friendly packaging and recycling claims, 2016-20
      • Figure 22: Pasta and rice product launches with environmentally-friendly packaging claims, 2020
    • Shelf stable pasta continues to dominate NPD
      • Figure 23: Launches of pasta products, by storage type, 2016-20
    • Napolina revamps brand identity and launches recipe boxes
      • Figure 24: Napolina product launches, 2020
    • Le Stagioni d’Italia fast-forwards UK launch, Jamie Oliver launches chilled pasta range
      • Figure 25: Examples of branded pasta product launches, 2020
    • Heinz revamps canned pasta packaging to avoid confusion
    • Leading pot snacks players explore new areas
    • Symington’s expands and updates Mug Shot…
    • …pushing world flavours under Naked and Twistd and moving into DTC
      • Figure 26: Selected Symington’s pot snack launches, 2016-20
    • Premier Foods expand Loyd Grossman and Sharwood’s to new instant pot areas
    • Unilever launches Lost the Pot Noodles…
    • …and new Asian-inspired range
      • Figure 27: Instant noodle snacks launched by Unilever, 2019-20
    • Low/no/reduced fat claims leapt ahead in 2019
    • Rice sees Tilda revamp recipes, Uncle Ben’s highlights Stand Against Hunger
    • Tilda revamps recipes in 2019
    • Uncle Ben’s highlights Stand Against Hunger in 2020, set to revamp packaging in 2021
      • Figure 28: Example of Uncle Ben’s product with Stand Against Hunger packaging, 2020
  11. Advertising and Marketing Activity

    • Adspend lifted in 2020
      • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on pasta, rice, noodles and couscous, and instant snack pasta/rice/noodles, by month, 2019-20
    • Unilever supports new noodles and spotlights convenience
    • Lost the Pot Noodle launched with TV ad campaign
    • ‘Cook Less. Live More’
    • Premier Foods brings Batchelors Super Noodles back on TV
      • Figure 30: Above-the-line, online display and direct mail advertising expenditure on pasta, rice, noodles and couscous, by top 10 advertisers, 2019-20 (sorted by 2020)
    • Uncle Ben’s partner with Twisted
    • Tilda wants viewers to Elevate Your Plate
    • …becomes Channel 4 sponsor…
    • …and releases a user-generated cookbook
    • Pasta Evangelists partnered with Age UK and Mind
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 31: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 32: Key metrics for selected brands, December 2020
    • Brand attitudes: Napolina leads the group on quality perceptions
      • Figure 33: Attitudes, by brand, December 2020
    • Brand personality: Uncle Ben’s, Pot Noodle and Batchelors Super Noodles outperform others in perceived accessibility
      • Figure 34: Brand personality – Macro image, December 2020
    • Pot Noodle attracts unhealthiest image
      • Figure 35: Brand personality – Micro image, December 2020
    • Brand analysis
    • Napolina scores the highest for authenticity
      • Figure 36: User profile of Napolina, December 2020
    • Tilda leads the group in perceived healthiness
      • Figure 37: User profile of Tilda, December 2020
    • Uncle Ben’s is widely seen as accessible
      • Figure 38: User profile of Uncle Ben’s, December 2020
    • Barilla lacks strong connotations
      • Figure 39: User profile of Barilla, December 2020
    • Batchelor’s Super Noodles joint top for comfort
      • Figure 40: User profile of Batchelor’s Super Noodles, December 2020
    • Pot Noodle rated the joint most fun of brands analysed
      • Figure 41: User profile of Pot Noodle, December 2020
  13. The Consumer – Key Takeaways

    • Two in five have stocked up on pasta, rice and noodles
    • Overall pasta usage remains steady, while other categories drop against 2017, but uptick in frequency
    • Pasta, rice and noodles are a staple for frugal meals but have premium potential
    • Rice-based recipes from new cuisines and wholesome noodle meals appeal
    • Three in five call for less packaging waste, two thirds are keen on cardboard
  14. Impact of COVID-19 on Consumer Behaviour

    • COVID-19 lockdown drives-up at-home meal occasions
    • Visiting restaurants off the menu for many
      • Figure 42: Feeling comfortable about going to restaurants/bars indoors, 25 June-19 November 2020
    • COVID-19 heightens consumer focus on health
    • Two in five have stocked up on pasta, rice and noodles
      • Figure 43: Selected consumer shopping behaviours since the COVID-19/coronavirus outbreak, 3 September-16 December 2020
  15. Pasta, Rice and Noodles Usage

    • Pasta usage remains steady, while other categories drop against 2017
      • Figure 44: Usage of pasta, rice and noodles, November 2017, November 2018 and November 2020
    • Dry pasta and dry rice hold the lead
      • Figure 45: Frequency of eating pasta, rice, noodles and grains, by type, November 2020
    • Usage drops among over-35s
      • Figure 46: Usage of pasta, rice and noodles, by age and household income, November 2020
  16. Behaviours related to Pasta, Rice and Noodles

    • Pasta, rice and noodles are a staple for frugal meals
    • Link-ups with other cupboard staples will chime
      • Figure 47: Behaviours related to pasta, rice and noodles, November 2020
    • The category is well-positioned for a ‘trading up while trading down’ proposition
      • Figure 48: Examples of pasta, rice and noodles product launches with a premium claim, 2020
    • Nutritional content is important for half of users
    • Gut health warrants attention
      • Figure 49: Examples of pasta launches with a high/added fibre claim, 2020
  17. Interest in Pasta, Rice and Noodles Concepts

    • A third interested in exploring rice-based recipes from new cuisines
      • Figure 50: Pasta, rice and noodles concepts of interest, November 2020
      • Figure 51: Examples of rice products with flavours inspired by world cuisines, 2020
    • From basic to wholesome noodle meal ideas
      • Figure 52: Lost The Pot Noodle curry flavour instant noodle with meal idea, 2020
    • British-made pasta interests a third
      • Figure 53: Examples of pasta products made in the UK, 2020
  18. Attitudes towards Pasta, Rice and Noodles

    • PRN packaging is a concern for three in five
    • Setback for dried goods refills from COVID-19
      • Figure 54: Attitudes towards pasta, rice and noodles, November 2020
    • Strong demand for cardboard packaging
    • Over half interested in new pasta varieties…
    • …while flavoured noodles interest over a quarter
      • Figure 55: Examples of flavoured noodle products, 2020
  19. Appendix – Data Sources, Abbreviations and Supporting Information

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

    • Forecast methodology
      • Figure 56: Best- and worst-case forecast of total UK retail value sales of pasta, rice and noodles, 2020-25
      • Figure 57: Best- and worst-case forecast of total UK retail volume sales of pasta, rice and noodles, 2020-25
  21. Appendix – Market Share

      • Figure 58: Leading manufacturers’ sales and shares in the UK pasta market, by value and volume, 2017/18-2019/20
      • Figure 59: Leading manufacturers’ sales and shares in the UK rice market, by value and volume, 2017/18- 2019/20
      • Figure 60: Leading manufacturers’ sales and shares in the UK noodles market, by value and volume, 2018/19-2020/21
      • Figure 61: Leading manufacturers’ sales and shares in the UK pot snacks market, by value and volume, 2017/18-2019/20
  22. Appendix – Advertising and Marketing Activity

      • Figure 62: Total above-the-line, online display and direct mail advertising expenditure on pasta, rice, noodles and couscous and instant snack pasta/rice/noodles, 2017-20
  23. Appendix – Launch Activity and Innovation

      • Figure 63: Pasta, rice and noodle launches with a premium claim, 2016-20
      • Figure 64: Pasta, rice and noodle launches with a high/added fibre or digestive claim, 2016-20
      • Figure 65: Pasta, rice and noodle launches with carton packaging, 2016-20
      • Figure 66: Launches with an environmentally-friendly packaging claim, by pasta, rice and noodle categories, 2016-20
      • Figure 67: Share of pasta, rice and noodle launches with selected ethical claims, 2016-20
      • Figure 68: Pasta, rice and noodle launches by top 10 claims, 2016-20