Rice, Pasta and Noodles in Italy

PROSPECTS

Variety and clean labelling across rice, pasta and noodles

The key trend within rice, pasta and noodles in 2018 was the ongoing move towards “clean labels” and the related emphasis on increased wholesomeness, reduced artificial ingredients, authenticity and healthy food. These trends favoured brands active across dried pasta (such as leading players Barilla and De Cecco), chilled pasta (with Pastificio Rana) and products belonging to the health and wellness segment, from organic products to NH high fibre products.

“Better for you” varieties are growing in popularity

In the broad health and wellness arena, the health-conscious consumer will switch between traditional dried pasta, gluten-free dried pasta, wholegrain dried pasta, organic pasta and premium chilled pasta. The same is true for rice.

Chilled pasta benefiting from prevailing demand trends

Chilled pasta saw positive growth in 2018 driven by the strong preference among Italians for the convenience of fast cooking, taste and quality. In addition to health and wellness products, such as those with high fibre content or organic status, retailers are increasingly introducing premium products, which will boost value in the category.

COMPETITIVE LANDSCAPE

Barilla retains lead in Italy thanks to widening offer into organic pasta

Barilla, along with other leaders such as De Cecco, Del Verde, Granoro, Garofalo and Rummo, considers that the organic offer is essential to consolidate brand-awareness in a health-conscious market. In 2018, the brand introduced three organic references in modern grocery channels.

Coop performs well in chilled pasta

Coop Italia scarl performed well in chilled filled pasta towards the end of the review period, thanks to revisiting recipes in two key product lines: FiorFiore, with regional specialities such as Tortelloni alla Maremmana, Cappelletti all’Emiliana and Pumpkin Ravioli; and Tutela, which offers more mainstream varieties but highlights the quality of its ingredients, including free range eggs and 100% Grana Padano cheese. Coop and other leading private label players in Italy (such as Conad and Esselunga) will continue to focus on developing their offer in line with emerging consumer needs and trends, including increasing interest in vegan and vegetarian products and growing demand for free-from products.

Innovation in healthy varieties in dried pasta

Among innovative products introduced in the category, the booming gluten-free pasta segment is a major focus. In chilled pasta, Buitoni introduced two filled pasta products, one for vegetarians and one meat-based, while Garofalo launched a four product range of dried pasta with a combination of gluten-free cereals and legumes.

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