Rice, Pasta and Noodles in Ireland

PROSPECTS

Changing perceptions boost sales of rice, pasta and noodles among health-conscious consumers

Changing perceptions could result in more sales of rice, pasta and noodles as Irish consumers are increasingly health-conscious. As in the UK, the messaging around carbs is changing in Ireland and foods that are high in carbohydrates, such as pasta, are considered healthy again.

Rice-based products for hot snacking pose competition for instant noodles

In their busy lives, consumers in Ireland continue to seek food that offers them convenience as well as meeting their health needs. Rice, pasta and noodles continues to grow as the products are quick and easy to prepare.

Health remains a key driver of sales of gluten-free and high-fibre pasta

Ireland has one of the highest rates of coeliac disease in the world and, according to official estimates, one in five Irish consumers are regularly eating gluten-free products. More gluten-free products are hitting the pasta shelves from brands such as Barilla, Lidl and Tesco.

COMPETITIVE LANDSCAPE

Pasta players led by private label focus on healthier products

Manufacturers of rice, pasta and noodles, including the leading branded players Valeo Foods Ltd, Boyne Valley Foods Ltd, Mars and Unilever, make efforts to make their products look healthier. However, private label is at the forefront of this, especially in pasta.

Brands face less competition from private label in noodles and continue to emerge

While private label has significant and growing value shares in pasta and rice in Ireland, it is less successful in noodles due to a growing number of brands taking shelf space. Lidl, for example, has discontinued some of its noodles products as new brands and products continue to appear, such as Nissin Soba Cup Noodles which has a more modern and upmarket positioning.

Sharwood’s launches instant noodle cups to attract consumers seeking convenience

With the rise of on-the-go consumption among busy Irish consumers, sales of instant noodle cups continue to grow. This is attracting manufacturers to introduce new products that offer convenience but are healthier and have a more upmarket positioning.

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