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Rice, Pasta and Noodles in Asia Pacific

January 2023

Asia Pacific remains the largest region globally for rice, pasta and noodles. Positive growth has continued to be seen in 2022, in spite of price increases caused by supply and cost challenges arising from the pandemic, the war in Ukraine and global inflation hikes. As health awareness grows in the region, consumers display consumption shifts and manufacturers launch healthier products. Retail offline is still the most favoured channel, even as e-commerce continues to proliferate.

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This report comes in PPT.

Key Findings

Growth continues to be seen despite rising production costs

Value growth continued to be seen in rice, pasta and noodles in Asia Pacific in 2022 against a backdrop of rising production costs for manufacturers. Supply challenges during the pandemic have been exacerbated by the war in Ukraine and global inflation hikes, with costs of raw materials, energy/fuel and shipping increasing. While some of this has been passed on to the end consumer, stronger value growth was hindered by shoppers in many regional countries shifting to more affordable products.

Health consciousness continues to increase in the region

The pandemic increased consumers’ health and wellness awareness, which has had a negative effect in some countries on sales of instant noodles, considered to offer poor nutrition, being high in calories and salt, and greasy. South Korea’s Nongshim has introduced non-fried noodles as an alternative. In Pakistan, buckwheat noodles are becoming more popular, and brown rice is the preferred option for many who seek to increase their dietary fibre through the consumption of low-GI products. In Indonesia, a growing demand for rice alternatives like shirataki or konjac rice has been observed.

Asia Pacific consumers continue to prefer offline retail channels

In the region, offline retail channels continued to dominate sales in 2022, with small local grocers gaining further importance for consumer purchases of staple foods such as rice, pasta and noodles. E-commerce continued to make gains in the year, however, and in China, amid ongoing waves of COVID-19, group buying, a new form of shopping, developed quite rapidly and helped manufacturers to reach consumers during the lockdowns.

Indonesia and India will drive growth, with a slower performance expected in China

While China will remain the largest market, it will see much slower growth than Indonesia and India. Growth in China could depend on its ability to control the impact of COVID-19 variants. In Indonesia, the outlook for rice, pasta and noodles is positive, with rice and noodles especially being considered essentials and frequently consumed. In India, improving economic conditions are expected to continue to be reflected in consumers’ food choices, thus benefiting sales of packaged rice, pasta and noodles.

Key findings
Asia Pacific remains the largest regional market for rice, pasta and noodles
Positive growth to continue over the forecast period for regional rice, pasta and noodles
India’s dynamic performance narrows the value gap with the top three markets
Rice and noodles still dominate regional sales, but pasta remains most dynamic
Noodles is the biggest value contributor over 2017-2022
Shifting consumer preferences influence the performances of the leading markets
Retail e-commerce makes gains in several Asia Pacific countries…
…but small local grocers remain important retail outlets for many consumers
Small and niche players dominate or are growing in the biggest markets
Ting Hsin International Group maintains its regional lead of rice, pasta and noodles
Focus on a single market characterises several of the top 10 players
Master Kong and Nissin maintain their regional leadership positions
Steady growth forecast for Asia Pacific over 2022-2027
Dynamic 2022-2027 performances for Indonesia and India, but slower growth in China
Habit persistence will be an important growth driver in India in the coming years
China: Market Context
China: Competitive and Retail Landscape
Hong Kong, China: Market Context
Hong Kong, China: Competitive and Retail Landscape
India: Market Context
India: Competitive and Retail Landscape
Indonesia: Market Context
Indonesia: Competitive and Retail Landscape
Japan: Market Context
Japan: Competitive and Retail Landscape
Malaysia: Market Context
Malaysia: Competitive and Retail Landscape
Pakistan: Market Context
Pakistan: Competitive and Retail Landscape
Philippines: Market Context
Philippines: Competitive and Retail Landscape
Singapore: Market Context
Singapore: Competitive and Retail Landscape
South Korea: Market Context
South Korea: Competitive and Retail Landscape
Taiwan: Market Context
Taiwan: Competitive and Retail Landscape
Thailand: Market Context
Thailand: Competitive and Retail Landscape
Vietnam: Market Context
Vietnam: Competitive and Retail Landscape

Staple Foods

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

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