Rice, Pasta and Noodles in Azerbaijan

PROSPECTS

Lower price growth and the appeal of packaged alternatives paint a positive outlook

During 2019, rice, pasta and noodles grew in Azerbaijan in both volume and current value terms. Whilst rice is traditionally consumed by local citizens, pasta and noodles 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.

The chain effect draws more consumers to modern grocery retailers

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 2019, 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 2019, includes convenience stores, supermarkets, hypermarkets and discounters.

Rice is integral to national dishes and resistant to economic downturns

The rice, pasta and noodles categories were all represented in Azerbaijan in 2019. 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

Miad fluffs up its lead in rice, pasta and noodles

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 and 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.

Rice heats up during holiday periods

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.

Imported names proliferate in rice

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 in number.

Files are delivered directly into your account within a few minutes of purchase.