Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- If the consumer can’t go to Asia… Asia will come to the consumer
- Targeting the elderly
- Pasta, re-invented (or simply re-explored)
Market in Brief
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- Buoyant market…
- ... but with recession still a concern
- Evolving tastes and health-conscious consumers
- Growth categories and NPD
- Competition heats up
- Consumer findings
- The future
Internal Market Environment
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- Key points
- Consumers still paying for 2008 rice shortages
- Basmati market tackles supply limitations
- Bumper wheat crop brings an end to pasta shortages
- Eating in is the new eating out
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- Figure 1: Trends in healthy lifestyles and eating habits, 2004-08
- Health concerns focused on elderly
- Potatoes lose out to rice and pasta
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- Figure 2: Quantities of household purchases of pasta, rice, noodles and potatoes, 2004-07*
Broader Market Environment
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- Key points
- Opportunities for growth
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- Figure 3: Trends in the age structure of the UK population, 2004-14
- Rising numbers of ABs will boost total and premium sales
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- Figure 4: Structure of the UK adult population, by socio-economic group, 2004-14
- Ethnic population growth drives branded rice sales
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- Figure 5: UK ethnic population, by ethnic group, April 2001
- Scrutiny of salt and fat content
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- Figure 6: Projections of overweight and obesity prevalence among UK adults, by gender, 2003-50
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Mainstream appeal for pasta and noodles
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- Figure 7: Trends in usage of selected carbohydrate-based food items and cooking sauces, 2004-08
- Youth appeal for pizza and savoury snacks
- Rice leads value sales growth
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- Figure 8: UK retail sales of carbohydrate based meals, cooking sauces and ready meals, 2004-08
- Cross-promotional potential for pasta
Who’s Innovating?
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- Key points
- Pasta leads NPD activity in 2008
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- Figure 9: NPD in noodles, pasta and rice, % by positioning, 2006-09*
- Range extensions gather momentum
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- Figure 10: NPD in noodles, pasta and rice, % by launch type, 2006-09*
- Recession boosts own-label activity
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- Figure 11: NPD in noodles, pasta and rice, % by own –label and branded, 2006-09*
- NPD focuses on health and convenience
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- Figure 12: NPD in noodles, pasta & rice, % by positioning, 2006-08
- Healthy eating ranges
- Offering convenience
- Spicing up instant noodles
- Embracing organic and wholegrain
- Premium range activity strong
- Children’s market targeted
Market Size and Forecast
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- Key points
- Shortages fuel rocketing market
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- Figure 13: UK retail value sales of noodles, rice and pasta market, 2004-14
- Shoppers alter shopping habits in the recession
- The future of the market
- Factors used in the forecast
Segment Performance
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- Key points
- Pasta and pasta-based meals
- Rising prices fail to quell volume growth
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- Figure 14: UK retail volume and value sales of pasta, at current and constant prices, 2004-14
- Italian focus and health concerns boost ready meals
- NPD and recession lift dry pasta sales
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- Figure 15: UK retail value sales of pasta, by type, 2006-09
- Rice
- Adventurous Brits drive rice sales
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- Figure 16: UK retail volume and value sales of rice, at current and constant prices, 2004-14
- Recession boosts own-label and speciality rices
- Convenience pulls in the premiums
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- Figure 17: UK retail value sales of rice, by type, 2006-09
- Noodles
- Growth despite limited usage
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- Figure 18: UK retail volume and value sales of noodles, at current and constant prices, 2004-14
- Mixed performances among shelf-stable noodles
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- Figure 19: UK retail value sales of noodles, by type, 2006-09
- Chilled noodle market falters
Market Share
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- Key points
- Pasta and pasta-based meals
- Inflation and marketing boost own-label
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- Figure 20: Estimated manufacturer shares of retail value sales of dried pasta, 2006-09*
- Napolina and De Cecco push ahead
- Rice
- Recession boosts own-label sales
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- Figure 21: Estimated manufacturer shares of retail value sales of rice, 2006-09
- Greatest gains made by Tilda and Veetee
- Noodles
- Brands dominate the noodles market
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- Figure 22: Estimated manufacturer shares of retail value sales of noodles, 2006-09
Companies and Products
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- Manufacturers and brands
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- Figure 23: Leading companies in the pasta, rice and noodles market and their brands, 2009
- Major players
- Associated British Foods
- Heinz
- Mars
- Napolina
- Nestlé
- Giovanni Rana
- Premier Foods
- Riso Gallo
- Tilda
- Unilever
Brand Communication and Promotion
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- Key points
- Brands defend market share as recession bites
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- Figure 24: Main monitored media advertising expenditure on pasta, noodles and rice, 2006-08
- TV activity stepped up
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- Figure 25: Percentage of main monitored media advertising expenditure on pasta, noodles and rice, by media type, 2006-08
- Setting out their stalls
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- Figure 26: Adspend by seasonality correlated with NPD activity, 2006-08
- Uncle Ben’s leads marketing spend
- ‘Spoof’ campaigns for Pot Noodle and Giovanni Rana
- Tilda evokes premium appeal
Channels to Market
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- Key points
- Multiple dominance grows
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- Figure 27: Retail distribution of the UK market for noodles, rice and pasta, 2006-09
- Convenience store success in pasta and rice sales
The Consumer – Pasta and Noodles Usage
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- Key points
- Pasta and noodles: Frequency of usage increases
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- Figure 28: Trends in frequency and usage of pasta and noodles, 2004-08**
- Appealing to the affluent young families
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- Figure 29: Users vs. non-users of pasta and noodles, by demographic group, 2008
- Over-55s not fans of pasta and noodles
- Fresh pasta and noodles gain ground
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- Figure 30: Trends in usage of pasta and noodles, by type, 2004-08
- Fresh pasta appeals to health-conscious
- Noodles boost youth appeal
- Savoury snacks proving an instant hit
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- Figure 31: Trends in frequency and usage of instant savoury snacks, 2004-08
- Less affluent young opt for instant savoury snacks
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- Figure 32: Users vs. non-users of pasta and noodles, by demographic group, 2008
- Potential for healthier, upmarket snacks?
- Dried snack meals losing out
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- Figure 33: Trends in usage of instant savoury snacks, by type, 2006-08
- Chilled salads pose greatest competitive threat
The Consumer – Attitudes and Motivations
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- Key points
- Increased usage bolsters future prospects
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- Figure 34: Frequency of eating noodles, rice and pasta now compared to a year ago, May 2009
- Universal appeal for rice, noodles a favourite of young consumers
- Rice
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- Figure 35: Types of rice eaten, May 2009
- Convenience choices appeal to less affluent
- Adventurous women sample multiple rice types
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- Figure 36: Repertoire of types of rice eaten, May 2009
- Frequency of rice consumption
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- Figure 37: Frequency of eating rice, May 2009
- Value is foremost in consumers’ minds
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- Figure 38: Agreement with statements about rice, May 2009
- Seeking health, versatility and convenience
- Noodles
- Consumer preferences for noodle types
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- Figure 39: Types of noodles eaten, May 2009
- Noodle consumers not sampling across repertoires
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- Figure 40: Repertoire of type of noodles eaten, May 2009
- Noodles meet demand for convenience and variety
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- Figure 41: Statements agreed with when it comes to noodles, May 2009
- Boosting consumption among older consumers
- Opportunity for takeaway-style noodle meals?
- Pasta
- Fresh gaining ground on dry pasta
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- Figure 42: Types of pasta eaten, May 2009
- Sampling across repertoires is low
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- Figure 43: Repertoire of types of pasta eaten, May 2009
- Positive responses bolster pasta’s position
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- Figure 44: Statements agreed with when it comes to pasta dishes, May 2009
- Dry pasta a store cupboard staple for many
- Affluent young opt for fresh pasta
- Convenience draws in consumers
Further Analysis – Targeting Groups
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- Key points
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- Figure 45: Consumer typologies for rice, May 2009
- Own-Label Stalwarts
- Brand Loyalists
- Budget Shoppers
Appendix
Appendix – Internal Market Environment
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- Figure 46: Agreement with lifestyle statements, by demographics, 2008
- Figure 47: Agreement with lifestyle statements, by demographics, 2008
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Appendix – Competitive Context
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- Figure 48: Trends in usage of selected carbohydrate-based food items and cooking sauces, by demographics, 2008
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Appendix – Brand Communication and Promotion
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- Figure 49: Main monitored media expenditure on rice, noodles and pasta, by brand and manufacturer, 2006-08
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Appendix – The Consumer – Pasta and Noodles Usage
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- Figure 50: Frequency and usage of pasta and noodles, by demographics, 2008
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- Figure 51: Usage of pasta and noodles, by type, by demographics, 2008
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- Figure 52: Frequency and usage of instant savoury snacks, by demographics, 2008
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- Figure 53: Trends in usage of instant savoury snacks, by demographics, 2008
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Appendix – The Consumer – Attitudes and Motivations
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- Figure 54: Frequency of eating noodles now compared to a year ago, May 2009
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- Figure 55: Frequency of eating rice now compared to a year ago, May 2009
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- Figure 56: Frequency of eating pasta now compared to a year ago, May 2009
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- Figure 57: Types of rice eaten, by demographics, May 2009
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- Figure 58: Types of rice eaten, by demographics, May 2009 (continued)
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- Figure 59: Repertoire of types of rice eaten, by demographics, May 2009
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- Figure 60: Repertoire of types of rice eaten, May 2009
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- Figure 61: Frequency of eating rice, by demographics, May 2009
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- Figure 62: Frequency of eating rice, by type, May 2009
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- Figure 63: Frequency of eating rice, by types of rice eaten, May 2009
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- Figure 64: Frequency of eating rice, by types of rice eaten, May 2009 (continued)
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- Figure 65: Agreement with statements about rice, by demographics, May 2009
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- Figure 66: Agreement with statements about rice, by demographics, May 2009
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- Figure 67: Agreement with statements about rice, by type of rice eaten, May 2009
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- Figure 68: Agreement with statements about rice, by type of rice eaten, May 2009
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- Figure 69: Agreement with statements about rice, by frequency of eating rice, May 2009
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- Figure 70: Types of noodles eaten, by demographics, May 2009
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- Figure 71: Repertoire of noodles eaten, by demographics, May 2009
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- Figure 72: Agreement with statements about noodles, May 2009
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- Figure 73: Repertoire of type of noodles eaten, May 2009
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- Figure 74: Agreement with statements about noodles, by types of noodles eaten, May 2009
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- Figure 75: Types of pasta eaten, by demographics, May 2009
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- Figure 76: Repertoire of types of pasta eaten, by demographics, May 2009
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- Figure 77: Agreement with statements about pasta, by demographics, May 2009
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- Figure 78: Agreement with statements about pasta, by demographics, May 2009
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- Figure 79: Repertoire of types of pasta eaten, May 2009
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Appendix – Further Analysis – Targeting Groups
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- Figure 80: Target groups, by demographics, May 2009
- Figure 81: Agreement with statements about rice, by target group, May 2009
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- Figure 82: Repertoire of types of rice eaten, by target group, May 2009
- Figure 83: Frequency of eating rice, by target groups, May 2009
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- Figure 84: Types of rice eaten, by target groups, May 2009
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