Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- 2016 sees second year of value decline
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- Figure 1: UK retail value sales of pasta, rice, instant snacks and noodles, 2011-21
- Pasta falls victim to health concerns and love of world foods
- Updated Eatwell Guide promotes starchy carbohydrates
- Weaker Pound will push up import prices
- Companies and brands
- Own-brand extends dominance in pasta
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- Figure 2: Leading brands’ shares in the UK pasta market, by value, 2014/15 and 2015/16
- Tilda’s strong growth continues in rice
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- Figure 3: Leading brands’ shares in the UK rice market, by value, 2014/15 and 2015/16
- Batchelors retains top position in noodle market
- Pot Noodle extends its lead in pot snacks
- Activity in RTH sees rice gain share of launches
- Instant pasta, rice and noodles launches leap ahead in 2015
- Health and free-from are key drivers in product innovation
- Adspend falls by more than half in 2016
- The consumer
- Pasta, rice, noodles enjoy near-universal usage
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- Figure 4: Frequency of usage of pasta, rice, noodle and other grains, by type, November 2016
- Being easy to cook is the most important choice factor
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- Figure 5: Factors important when purchasing pasta, rice and noodles, November 2016
- Single-meal pasta packs, instant rice and microwave pasta appeal
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- Figure 6: Interest in selected pasta, rice and noodle enticements, by segment, November 2016
- Confidence in experimenting with noodles offers scope to bolster usage
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- Figure 7: Pasta, rice and noodles usage behaviour, November 2016
- Whole wheat and wholegrain seen as healthy but high demand for nutritional guidance
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- Figure 9: Attitudes towards pasta, rice and noodles, November 2016
- What we think
Issues and Insights
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- “Positive nutrition” could add value to the market
- The facts
- The implications
- Opportunities for noodles to forge new associations
- The facts
- The implications
- Speed is of the essence to pasta and rice choice
- The facts
- The implications
The Market – What You Need to Know
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- Overall value sales fall despite growth of rice and noodles
- Value increase forecast for the market over 2016-21
- Pasta falls victim to health concerns and love of world foods
- Updated Eatwell Guide promotes starchy carbohydrates
- Weaker Pound will push up import prices
Market Size and Forecast
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- Overall value sales fall despite growth of rice and noodles
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- Figure 10: Total UK retail volume and value sales of pasta, rice, instant hot snacks and noodles, 2011-21
- Figure 11: UK retail value sales of pasta, rice, instant hot snacks and noodles, by segment, 2011-21
- Value growth forecast for the market over 2016-21
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- Figure 12: UK retail value sales of pasta, rice, instant snacks and noodles, 2011-21
- Inflation to prop up pasta sales
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- Figure 13: UK retail value sales of pasta, 2011-21
- Growing demand for convenience should favour the rice segment
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- Figure 14: UK retail value sales of rice, 2011-21
- Steady volumes predicted for instant hot snacks and noodles
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- Figure 15: UK retail value sales of instant hot snacks and noodles, 2011-21
- Forecast methodology
Market Segmentation
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- Fall in overall pasta sales
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- Figure 16: UK retail value and volume sales of pasta, by segment, 2014-16
- RTH formats help ambient rice retain dominance
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- Figure 17: UK retail value and volume sales of rice, by segment, 2014-16
- Value growth for pot snacks
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- Figure 18: UK retail value and volume sales of instant hot snacks and noodles, by segment, 2014-16
Market Drivers
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- Updated Eatwell Guide includes more starchy carbohydrates
- Contrasting carbohydrate recommendations could dampen demand
- Rise of the ‘faux carb’ poses a challenge to the pasta segment
- The protein trend is not out of bounds for pasta, rice and noodles
- Gluten-free boom continues
- Demand for convenience could bolster sales
- Weaker Pound will push up inflation
Companies and Brands – What You Need to Know
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- Own-brand extends dominance in pasta
- Tilda’s strong growth continues in rice
- Batchelors retains top position in noodle market
- Pot Noodle extends its lead in pot snacks
- RTH sees rice gain share of launches
- Instant pasta, rice and noodles launches leap ahead in 2015
- Health and free-from are key drivers in product innovation
- Adspend falls by more than half in 2016
Market Share
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- Own-label gains share in pasta
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- Figure 19: Leading brands’ sales and shares in the UK pasta market, by value and volume, 2014/15 and 2015/16
- Tilda’s strong growth continues
- Own-label sales overtake Uncle Ben’s
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- Figure 20: Leading brands’ sales and shares in the UK rice market, by value and volume, 2014/15 and 2015/16
- Batchelors retains top position in noodles market
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- Figure 21: Leading brands’ sales and shares in the UK noodles market, by value and volume, 2014/15 and 2015/16
- Pot Noodle and Naked Noodle buck downward trend in pot snacks
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- Figure 22: Leading brands’ sales and shares in the UK pot snacks market, by value and volume, 2014/15 and 2015/16
Launch Activity and Innovation
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- Pasta has the most new launches
- RTH sees rice gain share of launches
- Instant pasta, rice and noodles launches leap ahead in 2015
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- Figure 23: New product launches in the pasta, rice and noodles market, by segment, 2013-16
- Retailers overshadow brands in product launches
- Symington’s revamps Mug Shot
- Premier Foods updates and expands Batchelors
- Heinz adds quick meal solutions
- Rebranding and repackaging prop up retailers’ activity
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- Figure 24: New product launches in the pasta, rice and noodles market, by top 10 companies, 2013-16
- Health and free-from are key drivers in product innovation
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- Figure 25: New product launches in the pasta, rice and noodles market with gluten-free, high-protein and high/added-fibre claim, 2013-16
- Napolina adopts ‘stealth health’ with new 50%/50% pasta, Batchelors adds veg to noodles
- ‘World’s first’ fish protein noodle
- Healthy ‘fast food’ from NutriPot
- Tilda looks to pulses for ‘positive nutrition’
- Waitrose’s pulse-based pastas embrace food waste packaging innovation
Advertising and Marketing Activity
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- Adspend falls by more than half in 2016
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on pasta, rice and noodles, 2013-16
- Uncle Ben’s is the most heavily advertised brand
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- Figure 27: Total above-the-line, online display and direct mail advertising expenditure on pasta, rice and noodles, by top 10 brands, 2013-16
- Pot Noodle continues “aspiration” campaign
- Kabuto Noodles tackle work lunches
- Barilla looks to spark imaginations with pasta tour
- Tilda brand launch doubles 2015 adspend
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Pasta, rice, noodles enjoy near-universal usage
- Dry pasta, rice and noodles most commonly used
- Being easy to cook is the most important choice factor
- Single-meal pasta packs chime
- Instant rice appeals to two fifths, microwave pasta to 31%
- Positive nutrition could add value to the market
- Confidence in experimenting with noodles offers scope to bolster usage
- Parents keen to see more instant noodles suitable for children
- Whole wheat and wholegrain seen as healthy but high demand for nutritional guidance
- Pasta, rice and noodles that are a good source of protein appeal to women under 35
Usage of Pasta, Rice, Noodles and Other Grains
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- Pasta, rice, noodles enjoy near-universal usage
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- Figure 28: Usage of pasta, rice, noodles and other grains, November 2016
- Dry pasta, rice and noodles most commonly used
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- Figure 29: Frequency of usage of pasta, rice, noodle and other grains, by type, November 2016
- Three fifths have eaten microwaveable rice
- Affluent consumers are key grain users
Factors Influencing Purchasing of Pasta, Rice and Noodles
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- Being easy to cook is the most important choice factor
- Over-45s are most drawn to convenience aspects
- Ease and speed enjoy a lead over low price
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- Figure 30: Factors important when purchasing pasta, rice and noodles, November 2016
- Low price deemed more important for pasta and rice than noodles
- ‘Better for you’ variants could increase usage frequency
Pasta, Rice and Noodles Enticements
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- Convenience leads in enticements across the market
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- Figure 31: Interest in selected pasta, rice and noodle enticements, by segment, November 2016
- Single-meal pasta packs appeal
- Younger generations want one-minute meals
- Instant rice appeals to two fifths
- Positive nutrition could add value to the market
- Ancient grains show potential in rice and pasta
- Use of vegetables in pasta could bolster appeal
- Nutritionally balanced instant noodles interest a third
Behaviours Related to Usage of Pasta, Rice and Noodles
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- Confidence in experimenting with noodles offers scope to bolster usage
- Opportunities for noodles to forge new associations
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- Figure 32: Pasta, rice and noodles usage behaviour, November 2016
- Parents keen to see more instant noodles suitable for children
Attitudes towards Pasta, Rice and Noodles
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- Health benefits of whole wheat and wholegrain not mirrored by demand for nutritional guidance
- Pasta, rice and noodles that are a good source of protein appeal to women under 35
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- Figure 33: Attitudes towards pasta, rice and noodles, November 2016
- Strong interest in suggestions for using noodles in soups and stews
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- Figure 34: Pasta, rice and noodles – CHAID – Tree output, November 2016
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- Figure 35: Pasta, rice and noodles – CHAID – Table output, November 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Methodology – CHAID
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 35: UK retail volume sales of pasta, rice, instant hot snacks and noodles, by segment, 2011-21
- Figure 36: Best- and worst-case forecasts for the total pasta, rice, and instant hot snacks and noodles market, by value, 2016-21
- Figure 37: Best- and worst-case forecasts for the pasta, rice, and instant hot snacks and noodles market, by volume, 2016-21
- Figure 38: Best- and worst-case forecasts for the pasta market, by value, 2016-21
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- Figure 39: Best- and worst-case forecasts for the pasta market, by volume, 2016-21
- Figure 40: Best- and worst-case forecasts for the rice market, by value, 2016-21
- Figure 41: Best- and worst-case forecasts for the rice market, by volume, 2016-21
- Figure 42: Best- and worst-case forecasts for the instant hot snacks and noodles market, by value, 2016-21
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- Figure 43: Best- and worst-case forecasts for the instant hot snacks and noodles market, by volume, 2016-21
- Figure 44: UK retail volume sales of pasta, rice, instant hot snacks and noodles, 2011-21
- Figure 45: UK retail volume sales of pasta, 2011-21
- Figure 46: UK retail volume sales of rice, 2016-21
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- Figure 47: UK retail volume sales of instant hot snacks and noodles, 2016-21
Appendix – Market Share
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- Figure 48: Leading manufacturers’ sales and shares in the UK pasta market, by value and volume, 2014/15 and 2015/16
- Figure 49: Leading manufacturers’ sales and shares in the UK rice market, by value and volume, 2014/15 and 2015/16
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- Figure 50: Leading manufacturers’ sales and shares in the UK noodles market, by value and volume, 2014/15 and 2015/16
- Figure 51: Leading manufacturers’ sales and shares in the UK pot snacks market, by value and volume, 2014/15 and 2015/16
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Appendix – Launch Activity and Innovation
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- Figure 52: New product launches in the UK pasta, rice and noodles market, by own-label and brands, 2013-16
- Figure 53: New product launches in the pasta market, by own-label and brands, 2013-16
- Figure 54: New product launches in the rice market, by own-label and brands, 2013-16
- Figure 55: New product launches in the noodles market, by own-label and brands, 2013-16
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- Figure 56: New product launches in the instant pasta, rice and noodles market, by own-label and brands, 2013-16
- Figure 57: New product launches in the pasta, rice and noodles market, by top 10 claims, 2013-16
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Appendix – Advertising and Marketing Activity
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- Figure 58: Total above-the-line, online display and direct mail advertising expenditure on pasta, rice and noodles, by top 10 companies (sorted by 2016), 2013-16
- Figure 59: Share of above-the-line, online display and direct mail advertising expenditure on pasta, rice and noodles, by top 10 companies (sorted by 2016), 2013-16
- Figure 60: Share of above-the-line, online display and direct mail advertising expenditure on pasta, rice and noodles, by top 10 brands, 2013-26
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