Explore the latest innovations across the pasta, rice and noodles industry in 2023. Our global pasta, rice and noodles market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Innovation in Pasta, Rice and Noodles – EMEA

In Europe, convenience is a significant driver of instant pasta, rice and noodle innovation. Consumers want fuss-free and quick-to-prepare meal options. But they also expect pasta, rice and noodle brands to be upfront about sustainable production.

  • 39% of Spanish adults say they choose easy to prepare foods most of the time.

Innovation in Pasta, Rice and Noodles – APAC

Consumers in Asia are seeking out high protein options. The events of the past few years have encouraged more consumers to adopt healthier lifestyles and diets. High protein claims remain niche in the noodle, pasta and instant pasta categories, but there is room for greater innovation in the rice, instant rice and instant noodle categories.

Innovation in Pasta, Rice and Noodles – Americas

Similar to trends seen in Asia, American consumers are becoming more determined to adopt healthier lifestyle choices, and are paying closer attention to the ingredients used in food. As a result, consumers are avoiding products with genetically modified ingredients. GMO-free claims have been trending upwards over the last five years.

  • 39% of adults in the US avoid products made with GMOs.

Expert Analysis from an Industry Specialist

This report, written by Mikolaj Kaczorowski, a leading innovation analyst, delivers in-depth commentary and analysis to highlight global trends and innovation in pasta, rice and noodles and add expert context to the numbers.

Pasta, rice and noodle companies are pivoting innovation around vitamin fortification, convenience, and sustainable production.

Mikolaj Kaczorowski, Innovation AnalystMikolaj Kaczorowski
Innovation Analyst

Table of Contents


    • Europe: convenience is a significant driver of instant pasta, rice and noodle innovation
    • Graph 1: instant pasta, rice and noodle launches, by launch share, 2018-23
    • Europe: ethical claims grow among pasta, rice and noodle launches
    • Graph 2: pasta, rice and noodle* launches, by select ethical and environmental claims, 2018-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: pasta, rice and noodle brands are increasingly embracing social media
    • Asia: high protein claims grow in pasta, rice and noodle launches
    • Graph 3: noodle, pasta and instant pasta* launches, by share of high/added protein claim, 2018-23
    • Australia & New Zealand
  3. the americas

    • North America: brands respond to consumer interest in GMO- free options
    • Graph 4: pasta, rice and noodle launches, by GMO-free claim, 2018-23
    • North America: pasta, rice and noodle brands are flagging up vitamin and mineral fortification
    • Graph 5: pasta, rice and noodle launches, by share of vitamin/mineral fortified claim, 2018-23
    • Latin America
    • Graph 6: instant pasta, rice and noodle launches, by share of flavour component, 2022-23

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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