Rice, Pasta and Noodles in Germany

PROSPECTS

Dried pasta remains resilient despite maturity, due to ease of preparation

Dried pasta dominates retail volume and value sales of rice, pasta and noodles but will continue to be hindered by maturity. In addition, competition from other products that are seen as tastier such as chilled pasta is expected to increase, particularly as retailers offer a widening range of the latter.

Asian food’s popularity drives growth in instant noodles

Instant cup noodles is not yet showing maturity and has potential for further growth, benefiting from widening retail distribution and stronger advertising. It is also expected that the number of products on offer will continue increasing in the forecast period, further benefiting sales.

Chilled pasta benefits from widening range and use of natural ingredients for flavour

Chilled pasta continues to outperform dried pasta, with this trend likely to continue over the forecast period. Chilled pasta is set to be driven by the rising demand for healthy snacking, as it offers convenience and often contains healthy ingredients such as spinach.

COMPETITIVE LANDSCAPE

Newlat the clear leader thanks to strength in dried pasta and acquisitions

Leading player Newlat benefits from offering three of the 10 leading dried pasta brands: Birkel, 3 Glocken and Buitoni. The company is notably benefiting from the integration of the Buitoni brand, which it acquired from Nestlé in 2016.

Focus on premium dried pasta and chilled pasta for key pasta players

The second largest branded player in rice, pasta and noodles is Barilla, although it lags behind Aldi’s private label in terms of value share. Barilla maintained its share in pasta in 2019, benefiting from a focus on premium dried pasta types such as whole grain, organic, gluten-free and pasta made legumes.

Private label remains strong but faces pricing challenge from leading brands

Private label remains very strong in rice, pasta and noodles, being offered by most retailers in rice and dried pasta. Most grocery retailers offer a comprehensive private label assortment in both categories.

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