Rice, Pasta and Noodles in Austria

PROSPECTS

Rice, pasta and noodles offer convenience as side dish or main meal

Rice, pasta and noodles remained a large, maturing category which recorded stable demand in 2019. With limited preparation and cooking time, the category offers convenience and a popular staple as side dishes for quick and balanced meals.

Rice can benefit from expansive use in Asian cuisine which is gaining in popularity in Austria

Rice is the second most popular staple within the category after pasta, and benefits somewhat from the health trend as it is perceived to be lighter than other starch-based products such as potatoes. The trend amongst Austrians to be more adventurous in their foodservice choices including Asian or Latin American cuisine is filtering down to retail, with consumers keen to try different dishes using rice at home.

Gluten-free and search for alternative pasta ingredients can add value over forecast period

Sustainability and the rising health trend in the country is also slowly permeating rice, pasta and noodles, as consumers with certain intolerances seek gluten-free products and pasta that is produced from alternative ingredients such as corn, wholegrain, rice, lentils and chickpeas. These sorts of products also appeal to vegans.

COMPETITIVE LANDSCAPE

Strong presence of private label, offering wide product portfolios and ability to adapt to changing demands

Private label strengthened its position within rice, noodles and pasta in 2019, led by Rewe International. Retailers are able to offer a wide selection of products in terms of quality and variety in addition to addressing rising health trends such as organic, gluten-free and vegan.

Uncle Ben’s remains most popular rice but private label and specialist producers can offer competition

Mars was the highest ranked branded producer in rice, pasta and noodles in 2019, due to its leadership of rice with its Uncle Ben's brand. The latter remains popular in Austria due to its long history in the country and therefore benefits from high brand recognition.

Leading pasta brand Recheis addresses health trend with vegan products

Recheis remained the leading brand of pasta in 2019, and offers a wide portfolio which it continues to expand with interesting and innovative products such as its chili pasta. Although specialising in egg-based pasta, the brand has also addressed the health trend with the offer of gluten-free and vegan variants based on pulses and legumes under its Balance line.

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