Rice, Pasta and Noodles in Chile

PROSPECTS

Feeding limitations become an opportunity

Chilean consumers are increasingly aware of the limitations that their own body can impose when it comes to feeding. This is how during the review period, options within the health and wellness line quickly emerged, such as high-fibre products for people with obesity and cholesterol problems, or gluten-free products for people with this type of food allergy.

Two years after the food labelling law, the impact is lower

Two years into the food labelling law, the performance of rice, pasta and noodles was not strongly affected in 2018. This is because the standard varieties of rice and pasta were exempt from the black labels as they do not contain high levels of salt, sugar or fat, and the law affects only the added components and not those naturally contained in the product.

Presence of the modern channel favours packaged versus unpacked formats

In general terms, packaged rice, pasta and noodles in Chile is quite developed. Sales of unpackaged rice, pasta and noodles are marginal, as the unpackaged presence is negligible in Chile, and there are no signs of this changing.

COMPETITIVE LANDSCAPE

Chilean consumers prefer traditional brands

Empresas Carozzi and Tresmontes Lucchetti, owners of the most traditional pasta brands in the country, dominate this category with their Carozzi and Lucchetti brands, respectively. Both have an important reputation of tradition, having been present for several decades in the country.

Private label is a major player in rice, pasta and noodles

Private label is a relevant player in rice, pasta and noodles, accounting for sales that are only surpassed by Empresas Carozzi. As in most of the categories of basic products, private label is positioned as a cheaper option than traditional brands, without this being a synonym of lower quality.

Traditional marketing strategies are maintained

Advertising is orientated towards cooking-related media and targeted towards families through well-designed television campaigns, magazines aimed at the target audience, and the sponsorship of gourmet cooking programs on television. The marketing strategy for standard brands is to maintain a high presence at events, in advertisements and on television under the main company brand.

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