Rice, Pasta and Noodles in Azerbaijan

PROSPECTS

Sales of rice, pasta and noodles are driven by an improved macroeconomic situation in 2018

During 2018, rice, pasta and noodles grew in Azerbaijan in both volume and current value terms. Whilst rice is traditionally consumed by local citizens, noodles and pasta continued to emerge in the country over the review period, driven by growing tourism and the expansion of local cuisine with international tastes and food trends.

Modern grocery retailers is gaining share owing to changing shopping behaviours among local consumers

Even though traditional grocery retailers, mainly including independent small grocers and other grocery retailers, continued to account for the largest value share of rice, pasta and noodles in 2018, the value share of modern grocery retailers surged significantly during the review period, driven by retail chains’ fast penetration and improved shopping habits among local consumers. Modern grocery retailers, the fastest-growing channel in Azerbaijan in 2018, includes convenience stores, supermarkets, hypermarkets and discounters.

Rice is the fastest-growing and the most mature product in the category

The rice, pasta and noodles categories were all represented in Azerbaijan in 2018. However, rice was the most consumed during the year, due to it traditionally being perceived as an important part of the most consumed national dish, called “ash”.

COMPETITIVE LANDSCAPE

Rice, pasta and noodles is led by rice supplier Miad General Trading Ltd

Miad General Trading Ltd remains rice, pasta and noodles leader in current value terms, owing to its distribution of products traditionally popular among local consumers, namely premium and standard rice. Also, its rich brand portfolio, constituting Mumtaz, Sadri, Basmati, Miad, Tamashaee Miad, Dana, and its wide distribution through modern grocery retailers as well as traditional grocery retailers, such as independent small grocers and other grocery retailers, supported its leading position during the review period.

Companies continue to advertise rice primarily during national holidays

Remaining the traditional food for all celebrations, holiday dinners and home parties in Azerbaijan, rice is popular in the country throughout the whole year. However, the most active sales periods of rice are holidays, such as Novruz, Gurban and Ramadan.

A lack of local manufacture means international companies lead rice, pasta and noodles in 2018

During the review period, international brands led rice, pasta and noodles in Azerbaijan. While pasta is represented by many local brands, such as Saville and Lafarella, rice and noodle offerings by local manufacturers remain low.

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