Competitor Strategies in Staple Foods

March 2023

Staple foods players are facing a complex period; sales growth has decelerated as consumers return to busier lifestyles post-pandemic. Value growth was high in 2022, however this was distorted by supply chain issues affecting key commodities in the industry. Competition intensified, with Grupo Bimbo solidifying its lead through innovation. Looking ahead, companies like Ting Hsin, Barilla and Nissin will benefit from the high growth in the rice, pasta and noodles space.

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Key Findings

Staple foods value sales surge as supply issues and rising production costs spike

In 2022, the supply chain issues that emerged during the pandemic period were exacerbated by the invasion of Ukraine, helping production costs and inflation rates to skyrocket across the globe. With purchasing power shrinking, volume growth significantly decelerated, up by 0.4% globally. Meanwhile, value sales, supported by high price increases, rose by 3.4% in current terms.

Competition and fragmentation drive growth among smaller brands

Competition in staple foods continues growing globally as top players keep losing shares to smaller local brands. As the market is increasingly fragmented, and the top players continue relying on their top brands, potential for growth greatly depends on consumer behaviour and the ability of brand owners to restore a solid supply chain in the forecast period.

Emerging markets drive growth in staple foods

Emerging markets are expected to drive growth in staple foods between 2022 and 2027, pushing top players such as Grupo Bimbo, Barilla and Kellogg Co to continue expanding their presence in these markets. While developed markets such as North America and Western Europe remain the largest and highest value, a balanced presence will likely shape the future rankings in the staple foods market.

Health and sustainability at the forefront of innovation

Health and sustainability remain two major areas for growth potential in staple foods. Sugar and fat reduction, as well as fortification and increased fibre/protein are expected to lead innovation in the health and nutrition space. On the other hand, the development of new meat and seafood substitutes as well as the reduction of production costs and increasing production capabilities are set to shape the competitive landscape in staple foods.


Key findings
Companies at a glance
Leading players diversify and develop portfolio synergies
Health and affordability drive shares growth among top brands
Emerging markets drive growth for essential staple foods
Affordability drives consumption as emerging markets boost growth
Low portfolio diversification limits dynamic growth among staple foods leaders
Grupo Bimbo keeps a steady lead, while dynamic synergies drive Kraft Heinz
Grupo Bimbo solidifies its lead through geographic expansion
Grupo Bimbo expands whole grain, but potential grows for weight management
Kellogg Co faces intensifying competition in breakfast cereals
Kellogg Co invests to regain share through innovation in health
WH Group faces growing competition
Kraft Heinz forecast to take fourth place in staple foods
Kraft Heinz steps ups innovation through joint venture with TheNotCompany
Geographic limitations hamper Tyson Foods’ growth in the competitive environment
Ting Hsin International continues leading the global instant noodles space
Yamazaki Baking puts its cards on Japan
Key developments
Future opportunities
Projected company sales: FAQs (1)
Projected company sales: FAQs (2)

Staple Foods

NOTE: Couscous, polenta and quinoa are excluded from staple foods.

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