Rice, Pasta and Noodles in Germany

PROSPECTS

Pasta characterised by maturity, with chilled pasta supporting growth

Overall, pasta continues to be a rather mature and saturated category in Germany, with dried pasta predicted to see a slight decline at constant 2018 prices over the forecast period, following stagnation during the review period. The volume decline is also predicted to accelerate.

Rice an important staple, with low but consistent growth in Germany

Rice continues to be a considerably smaller category than pasta in terms of retail value and volume. Rice, however, saw small but stable growth in both value and volume terms over the review period, which is expected to continue over the forecast period.

Noodles will retain their niche position for the foreseeable future

Noodles are predicted to continue to see positive development, again benefiting from the trend towards Asian cuisine. However, growth will not be sufficient for the category to transcend its niche position among staples in Germany.

COMPETITIVE LANDSCAPE

Strong position of private label in rice, pasta and noodles in Germany

As in other categories of staples, private label enjoys a strong position in rice, pasta and noodles. In many cases, private label products are sold at very low prices, but consumers are still convinced of the good quality of the products in terms of flavour.

Newlat the top player after acquisition of well-known brands in recent years

The top player in branded products in the category is Newlat GmbH, which has acquired a number of well-known and well-liked brands in Germany, including Birkel, Buitoni and 3 Glocken. The company focuses on quality and sustainability, which are key concerns among the German population.

Barilla very active and increases its share of the category

Barilla – another important player in pasta in Germany – has continued to improve its competitive position through a wide range of measures. The interest of consumers was initially aroused by price promotions, which were then followed by measures not focusing on price, including new product development and innovation, as well as sales and marketing activities.

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