Rice, Pasta and Noodles in Austria

PROSPECTS

Pasta and noodles increasingly perceived as healthy

While pasta and noodles are still considered a key source of carbohydrates and thus rich in calories, a recent study conducted by St. Michael’s Hospital in Toronto, Canada (cited in daily magazine Kurier) revealed that pasta and noodles actually do not cause any weight gain if eaten up to three times a week.

Convenience to remain key growth driver

While pasta and rice are seen as very convenient (as they take a maximum of 10 minutes to cook), the majority of noodles can be prepared in under five minutes (both instant or plain noodles). Consumers are thus expected to continue to demand these products in the future, opting to invest the least amount of time possible in healthy home-made meals.

Veganism to trigger new product launches

With the growing influence of the health and wellness trend, many consumers are expected to increasingly look for alternatives to conventional products. When it comes to pasta, for instance, this is expected to increase demand for products that are completely vegan.

COMPETITIVE LANDSCAPE

Private label to continue to lead rice, pasta and noodles

Rice, pasta and noodles is expected to continue to be strongly influenced by private label over the forecast period. Next to the leader in overall rice, pasta and noodles, Rewe International, other notable private label players include Spar Österreichische Warenhandels and Hofer.

Branded producers to focus on specific niches

Branded producers in rice, pasta and noodles are expected to focus on certain target groups rather than the entire area over the coming years. While third-ranked (domestic) Josef Recheis, Barilla Austria and Franz Wolf continue to focus on dried pasta, Nestlé Österreich and Unilever Austria will chiefly remain focused on instant noodles with their well-known Maggi and Knorr brands.

Manufacturers to focus on alternative pasta and noodles due to health trend

Producers of pasta and noodles are predicted to focus on pasta and noodles made from ingredients other than flour and eggs over the forecast period. With growing consumer focus on veganism, pasta made from vegetables like chickpeas, lentils, corn and supergrains like quinoa and kamut, as well as noodles made from rice, are expected to be very much in demand.

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