Table of Contents
Introduction
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- Definition
- Noodles
- Rice
- Pasta
- Excluded
- Consumer research
- Abbreviations
Issues in the Market
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- How have rising commodity and retail prices impacted on the market for pasta, rice and noodles?
- And how have price increases and other factors impacted upon consumption of these products?
- How are the leading players managing to add value to the category?
- How can brands look to increase volume and frequency of consumption?
Future Opportunities
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- Premiumization & Indulgence
- A simple balance for health
Executive Summary
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- The market
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- Figure 1: Forecast of retail sales of pasta, rice and noodles, 2005-15
- Market factors
- Rising commodity and retail prices drive market
- Growth in the number of Abs to boost pasta and noodles
- Increasing ethnic populations boost rice market
- Companies, brands and innovation
- Market shares
- NPD is dominated by branded rather than own-label
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- Figure 2: New product launches in the UK pasta, rice and noodles market, Branded vs Private label 2008-10
- Brand promotion and communication
- The consumer
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- Figure 3: Changes in consumption of pasta, rice and noodles, February 2011
- What we think
Internal Market Environment
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- Key points
- Rising retail prices
- Market buoyed by promotions, discounts and high levels of NPD
- Commodity prices continue to fluctuate
- Scratch cooking benefiting the pasta, rice and noodles market
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- Figure 4: Trends in agreement with selected lifestyle statements about food, 2006-10
- The ‘post-recession consumer’ focuses less on health and affordability
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- Figure 5: Trends in agreement with selected lifestyle statements about health foods, 2006-10
- Rice and pasta more popular, potatoes in long-term decline
Broader Market Environment
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- Key points
- Changing demographics provide opportunities for growth
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- Figure 6: Forecast adult population trends, by socio-economic group, 2005-15
- Growth in demand for ‘child-friendly’ foods/meals
- Growth of ethnic population drives bulk sales of dry rice
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- Figure 7: The UK population by ethnic group, 2007
- Convenience remains an influential factor in supermarket and product choice
- Consumers confused by perceptions of what is ‘healthy’
Competitive Context
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- Key points
- Pizza and ready meals
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- Figure 8: Trends in consumption of other convenience foods, 2006-10*
- Retail sales of convenience products
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- Figure 9: UK retail sales of carbohydrate-based meals, cooking sauces and ready meals, 2005-10
- Slower growth for pasta despite high levels of NPD and promotional activity
- Sales of pasta buoyed by campaigns aimed at improving consumers’ cooking skills and confidence
- Noodles boosted by demand for stronger and more authentic flavours – particularly Asian cuisine
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD is dominated by branded rather than own-label
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- Figure 10: New product launches in the UK pasta, rice and noodles market, Branded vs Private label 2008-10
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- Figure 11: New product launches by top 10 companies in the UK pasta, rice and noodles market, by company, 2008-10
- Figure 12: NPD in noodles, pasta and rice, % by Category 2007-10
- Natural and free-from claims are increasingly important
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- Figure 13: New product launches in the UK pasta, rice and noodles market, by claims, 2008-10
- Consumers’ taste for exotic, spicy and highly-flavoured products drives NPD
- More choices for children – and an opportunity for premiumisation
- Convenience and fast/easy to prepare
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- Figure 14: New product launches in the UK pasta, rice and noodles market, by launch type, 2008-10
Market Size and Forecast
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- Key points
- Discounting and ‘trading-down’ continue to impact market value.
- Value growth constrained by promotions and discounting
- ‘Eating in’ trend continues to boost sales of both ethnic and premium products
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- Figure 15: UK retail value sales of noodles, rice and pasta market, 2004-15
- Need for convenience drives consumer interest in microwaveable and easy to prepare formats
- Forecast
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- Figure 16: Forecast of retail sales of pasta, rice and noodles, 2005-15
- Forecast methodology
Segment Performance
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- Pasta and pasta-based meals
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- Figure 17: UK retail value sales of pasta market, 2005-15
- Dry recipe pasta enjoyed a surge in demand as consumers opted for convenience
- Promotional activity and NPD boost consumer interest in filled and fresh pasta
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- Figure 18: UK retail value sales of pasta market, by type, 2008-10
- Rice
- Budget conscious consumers boost sales of bulk formats
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- Figure 19: UK retail value sales of rice, 2005-15
- Consumers’ taste for exotic and ethnic foods, and demand for convenience formats drives sales of dry and microwaveable rice.
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- Figure 20: UK retail value sales of rice market, by type, 2008-10
- Noodles
- Noodles relatively buoyant, despite being more of a ‘niche’ product than a staple
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- Figure 21: UK retail value sales of noodles, 2005-15
- Minimal effort – maximum flavour, drives demand for snack and savoury noodles
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- Figure 22: UK retail value sales of noodles market, by type, 2008-10
- Dry noodles still more popular than fresh
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- Figure 23: Trends in types of pasta and noodles (fresh or dried) used, 2008-10
Market Shares
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- Key points
- Pasta and pasta-based meals
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- Figure 24: Retail value sales of the UK dry pasta category*, by company and brand, 2008-10
- Rice
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- Figure 25: Retail value sales of the UK rice category, by company and brand, 2008-10
- Noodles
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- Figure 26: Retail value sales of the UK noodles category, by company and brand, 2008-10
Companies and Products
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- Manufacturers and brands
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- Figure 27: Leading companies in the pasta, rice and noodles market and their brands*, 2011
- Major players
- De Cecco
- Heinz
- Mars
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- Figure 28: Mars Pasta, Rice and Noodles Brands, 2011
- Napolina Limited
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- Figure 29: Napolina Ltd, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
- Nestlé
- Premier Foods
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- Figure 30: Premier Foods Most recent new product launches in the UK pasta, rice and noodles market , July 2009-January 2011
- Tilda
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- Figure 31: Tilda New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
- Unilever
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- Figure 32: Unilever, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
- Veetee Rice Limited
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- Figure 33: Vetee, New product launches in the UK pasta, rice and noodles market, July 2009-January 2011
Brand Communication and Promotion
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- Key points
- Overall adspend dipped sharply in 2009 as major brands cut their advertising expenditure
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- Figure 34: Main monitored media advertising expenditure on pasta, noodles and rice, 2008-10
- A notable rise in above-the-line expenditure in 2010, although still way below pre-recession levels
- Rana and Princes increased their advertising commitment at the height of the recession
- Television and press continue to dominate advertising
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- Figure 35: Main monitored media spend on pasta, noodles and rice, by media type, 2008-10
- Convenience/ready to eat formats and world foods a key focus of adspend
- Adspend by season shows clear peaks in Spring and Autumn
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- Figure 36: Adspend by seasonality correlated with NPD activity, 2010
Channels to Market
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- Key points
- Multiples remain dominant, however consumers move ‘downmarket’
- Retailers have responded to the growth in demand for ehnic food and larger packs of staple food products
The Consumer – Pasta Usage and Consumption
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- Key points
- A slow rise in pasta consumption, with growth driven by younger consumers.
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- Figure 37: Consumption of pasta, January 2011
- Dry pasta is eaten more often than other type of pasta
- 16-24-year-olds consume more pasta and sauce than other age groups
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- Figure 38: Types of pasta eaten, January 2011
- Fresh and filled pasta the choice of affluent professionals
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- Figure 39: Types of pasta eaten, by consumption of pasta, January 2011
- Consumers are more aware of the requirements of a healthy diet
The Consumer – Rice Usage and Consumption
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- Key points
- Rice consumption is widespread, however overall demand has stagnated over the past year
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- Figure 40: Consumption of rice, January 2011
- Rice has traditional and ‘comfort food’ appeal
- Convenience/ease of preparation is more of a factor for lower-income consumers
- Rice pudding evokes the nostalgia of childhood for the over-55s
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- Figure 41: Types of rice eaten, January 2011
The Consumer – Noodles Usage and Consumption
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- Key points
- Demand for noodles is rising slowly
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- Figure 42: Consumption of noodles, January 2011
- Instant and dry egg noodles the most popular
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- Figure 43: Types of noodles eaten, January 2011
Attitudes Towards Eating Pasta
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- Key points
- Pasta provides a quick and convenient meal
- Over half of consumers are unconvinced that fresh pasta is better than dry pasta
- Strong demand for healthier options
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- Figure 44: Attitudes towards eating pasta, January 2011
Attitudes Towards Eating Rice
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- Key points
- Rice is present in most grocery cupboards, however there is still plenty of room for market growth
- Over a third of rice consumers undecided about trying new rice dishes
- Price increases appear to have had little effect on consumption
- Considerable room for development of both brand awareness and premiumisation
- Consumers of ethnic and healthy foods more likely to pay more for a premium product
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- Figure 45: Attitudes towards eating rice, January 2011
Attitudes Towards Eating Noodles
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- Key points
- Consumers consider noodles to be quick and easy to prepare, but they are still less of a ‘kitchen cupboard staple’ than either rice or pasta
- Noodles are also considered a less healthy option than pasta or rice
- Little distinction between branded and own-brand products
- Significant market potential for fresh noodles
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- Figure 46: Attitudes towards eating noodles, January 2011
Repertoire Analysis
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- Key points
- Consumers of spaghetti and other dry pasta are more adventurous than consumers of other pasta types
- Pasta and sauce, fresh and filled pasta and chilled pasta ready meals are eaten less regularly
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- Figure 47: Repertoire of types of pasta eaten, January 2011
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- Figure 48: Types of pasta eaten, by repertoire of types of pasta eaten, January 2011
- Long grain and basmati rice are the foundation of more adventurous rice consumption
- Convenience the major driver of quick and easy-to-prepare rice
- Savoury dried rice an option for traditional rice-eaters
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- Figure 49: Repertoire of types of rice eaten, January 2011
- Figure 50: Types of rice eaten, by repertoire of types of rice eaten, January 2011
- Instant and dry egg noodles a ‘point of entry’ into the market
- Consumers of chilled and frozen noodle ready meals less likely to be adventurous
- Confidence and lack of cooking skills may inhibit consumers
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- Figure 51: Repertoire of types of noodles eaten, January 2011
- Figure 52: Types of noodles eaten, by repertoire of types of noodles eaten, January 2011
Appendix – Internal Market Environment
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- Figure 53: Agreement with selected lifestyle statements about food, by demographics, 2010
- Figure 54: Agreement with selected lifestyle statements about food, by demographics, 2010
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- Figure 55: Agreement with selected lifestyle statements about food, by demographics, 2010
- Figure 56: Agreement with selected lifestyle statements about health foods, by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 57: Employment and unemployment, by gender, 2005-15
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Appendix – Competitive Context
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- Figure 58: Consumption of pizza, ready meals and pasta/noodles, by demographics, 2010
- Figure 59: Consumption of Instant snack meals and soup, by demographics, 2010
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Appendix – Who’s Innovating?
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- Figure 60: New product launches in the UK pasta, rice and noodles market, by flavour, 2008-10
- Figure 61: New product launches in the UK pasta, rice and noodles market, by package type, 2008-10
- Figure 62: New product launches in the UK pasta, rice and noodles market, by package material, 2008-10
- Shelf stable products
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- Figure 63: New product launches in the UK pasta, rice and noodles market, by storage, 2008-10
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Appendix – The Consumer Pasta Usage and Consumption
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- Figure 64: Consumption of pasta, by demographics, January 2011
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- Figure 65: Most popular types of pasta eaten, by demographics, January 2011
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- Figure 66: Next most popular types of pasta eaten, by demographics, January 2011
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Appendix – The Consumer Rice Usage and Consumption
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- Figure 67: Consumption of rice, by demographics, January 2011
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- Figure 68: Most popular types of rice eaten, by demographics, January 2011
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- Figure 69: Next most popular types of rice eaten, by demographics, January 2011
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Appendix –The Consumer – Noodles Usage and Consumption
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- Figure 70: Types of noodles eaten, by demographics, January 2011
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Appendix – Attitudes Towards Pasta
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- Figure 71: Agreement with the statement “It is very convenient and quick to prepare”, by demographics, January 2011
- Figure 72: Agreement with the statement “I prefer to buy well-known brands”, by demographics, January 2011
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- Figure 73: Agreement with the statement “Pasta is a cheap meal solution”, by demographics, January 2011
- Figure 74: Agreement with the statement “I always have some in my kitchen cupboard”, by demographics, January 2011
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- Figure 75: Agreement with the statement “Fresh/chilled pasta tastes better than dry pasta”, by demographics, January 2011
- Figure 76: Agreement with the statement “I often eat different pasta varieties eg penne, spaghetti”, by demographics, January 2011
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- Figure 77: Agreement with the statement “I am happy to pay more for high-quality/premium pasta”, by demographics, January 2011
- Figure 78: Agreement with the statement “There are not enough healthy (eg whole wheat) options available”, by demographics, January 2011
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- Figure 79: Agreement with the statement “Pasta makes a healthy and nutritious meal”, by demographics, January 2011
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Appendix – Attitudes Towards Rice
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- Figure 80: Attitudes to eating rice, January 2011
- Figure 81: Agreement with the statement “I find it hard to cook rice properly”, by demographics, January 2011
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- Figure 82: Agreement with the statement “I prefer to buy well-known brands”, by demographics, January 2011
- Figure 83: Agreement with the statement “I no longer see rice as good value for money”, by demographics, January 2011
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- Figure 84: Agreement with the statement “I always have some in my kitchen cupboard”, by demographics, January 2011
- Figure 85: Agreement with the statement “I have started to buy microwave rice as it is more convenient”, by demographics, January 2011
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- Figure 86: Agreement with the statement “I am interested in trying out new rice dishes”, by demographics, January 2011
- Figure 87: Agreement with the statement “I have cut down on my rice consumption as the price has gone up”, by demographics, January 2011
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- Figure 88: Agreement with the statement “I am happy to pay more for high-quality/premium rice”, by demographics, January 2011
- Figure 89: Agreement with the statement “There are not enough healthy options available”, by demographics, January 2011
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- Figure 90: Agreement with the statement “Rice is a healthy and nutritious meal”, by demographics, January 2011
- Figure 91: Agreement with the statement “I like trying out different rice varieties”, by demographics, January 2011
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- Figure 92: Agreement with the statement “I mainly stick to using one type of rice”, by demographics, January 2011
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Appendix – Attitudes Towards Noodles
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- Figure 93: Agreement with the statement “I like to experiment with different noodles dishes”, by demographics, January 2011
- Figure 94: Agreement with the statement “I am interested in new noodles recipes”, by demographics, January 2011
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- Figure 95: Agreement with the statement “I often add noodles to soup”, by demographics, January 2011
- Figure 96: Agreement with the statement “Noodles are versatile and easy to prepare”, by demographics, January 2011
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- Figure 97: Agreement with the statement “I do not feel confident preparing noodles”, by demographics, January 2011
- Figure 98: Agreement with the statement “I tend to buy well-known brands”, by demographics, January 2011
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- Figure 99: Agreement with the statement “I cannot taste the difference between branded and own-label””, by demographics, January 2011
- Figure 100: Agreement with the statement “Noodles make a cheap and filling meal”, by demographics, January 2011
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- Figure 101: Agreement with the statement “It is worth paying more for fresh noodles”, by demographics, January 2011
- Figure 102: Agreement with the statement “I always have some noodles in my kitchen cupboard”, by demographics, January 2011
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- Figure 103: Agreement with the statement “They are quick and easy to prepare”, by demographics, January 2011
- Figure 104: Agreement with the statement “Instant/pot noodles are too high in salt”, by demographics, January 2011
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- Figure 105: Agreement with the statement “Noodles are a healthy meal option”, by demographics, January 2011
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Appendix – Repertoire Analysis
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- Figure 106: Repertoire of types of pasta eaten, by demographics, January 2011
- Figure 107: Repertoire of types of rice eaten, by demographics, January 2011
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- Figure 108: Repertoire of types of noodles eaten, by demographics, January 2011
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