Total volume sales of pasta, rice and noodles were flat in 2018, reflecting the challenges the market faces as 40% of users actively limit/reduce the amount of carbohydrates they eat. The value of the market meanwhile increased by 2% to just over £1.3 billion. Strong sales of rice and instant pot snacks and noodles made up for a decline in pasta sales that were hit by own-label price cutting in dry pasta.

The image of pasta, rice and noodles as value-for-money meal options and interest in recreating pasta, rice and noodle dishes tried in restaurants at home are two high-potential avenues for encouraging more frequent usage, in light of consumer interest. Such steps look especially needed in the mature pasta and rice segments of the market.

Nutritional claims can help to elevate the image of pasta and put it on menus at home more frequently, including through putting fibre and protein claims front of packaging. In rice, packaging improvements are one way of increasing the appeal of individual products, while in instant snack pots greater authenticity will entice more people to buy.

This Report examines the UK retail market for pasta, rice and noodles. Mintel’s definition covers products sold through the grocery retail channel and direct to consumers, and includes:

• Pasta: dry, chilled, frozen, canned and pouch formats

• Rice: dry, ready-to-heat (chilled and ambient) and frozen formats

• Noodles: dry, ready-to-cook wet ambient, chilled and frozen formats

• Instant hot snacks: instant dry noodle, pasta and rice snacks, instant ambient microwaveable pasta and rice snacks.

Excluded from this Report:

• Pasta-, rice- and noodle-based ready meals (frozen and chilled), pasta salads, baby rice. Pasta sauces are also excluded. These are covered in Mintel’s Cooking Sauces and Pasta Sauces – UK, December 2018 Report.

Sales via catering or foodservice establishments are excluded, although references and comparisons to these sectors may be made where relevant.