Rice, pasta, and noodles continue to be very popular staples that are high in demand among the growing population. Thus, they will see a relatively good performance in retail in 2020 despite the poor economic conditions.
Dufil Prima Foods will continue to lead rice, pasta, and noodles in current value terms in Nigeria in 2020. The company has ensured that its Indomie brand is visible in major retail outlets, particularly through concentrating on good incentives for distributors, below-the-line adverts, and consumer promotions, as well as making the brand available in a variety of pack sizes and flavours.
Golden Pasta Co Nigeria continues to lead the pasta category through its Golden Penny brand in current value terms in 2020, due to the good quality of the brand and aggressive distribution. In particular, creative innovations in its product variety (such as its Eliche and Macaroni twist variants) have shown that having interesting varieties in pasta is key to helping brands become popular with consumers, as diversity and novelty are key unique selling points for pasta in Nigeria.
Over the forecast period, rice, pasta, and noodles are expected to grow strongly, driven by fast growth in the urban population and improvements in line with the recovering economy. They are expected to remain key affordable staples for majority of the population, with the improving exchange rate set to help prices stabilise, thereby improving affordability.
Following the disruptions to rice over the review period due to the Federal Government restricting imports in order to increase local food production, rice is expected to post a robust growth over the forecast period, as local brands increase in quality and prices stabilise. One issue slowing the performance of rice is that most rice consumption in Nigeria is traditionally through unpackaged or bulk-broken products; that is, branded products are purchased by retailers in very large pack sizes of 50kg and sold in smaller quantities to consumers.
Pasta is the least mature of the three categories within rice, pasta, and noodles. However, it is a product which is easy to prepare, as well as being quite affordable, so it is expected to grow well over the forecast period.
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