What you need to know
Estimated at £1.2 billion in 2015, the UK pasta, rice and noodles market saw value growth of 14.4% over 2010-15 but a 3.3% fall in volume sales. Health concerns surrounding carbohydrates and increased competition from other cuisines have presented a problem for the category, especially for pasta, the dominant section of the market.
Pasta and rice are established mealtime staples for many consumers, especially families and larger households. Noodle usage is lower but still high. A degree of habitual behaviour is evident within the category, but consumers remain open to trying new dishes.
The maturity of the market presents difficulties for expanding the user base, but opportunities remain for innovation in formats and varieties to drive engagement and trading up.
Products covered in this report
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:
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Pasta: dry, chilled, frozen, canned and pouched formats
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Rice: dry, ready-to-heat (chilled and ambient) and frozen formats
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Noodles: dry, ready-to-cook wet ambient, chilled and frozen formats
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Instant Hot Snacks: instant dry noodle, pasta and rice snacks, instant ambient microwaveable pasta and rice snacks
Excluded from this report:
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Pasta-, rice- and noodle-based ready meals (frozen & chilled), pasta salads, baby rice. Pasta sauces are also excluded. These are covered in Cooking Sauces, Pasta Sauces and Stocks – UK, January 2016.
Sales via catering or foodservice establishments are excluded, although references and comparisons to these sectors may be made where relevant
