Rice, Pasta and Noodles in Poland

PROSPECTS

Noodles returns to value growth, with volume growth expected to follow

Noodles saw slow current value growth in 2019, after many years of decline. Over the review period noodles declined due to the consumer perception that these products are unhealthy, especially as noodles in Poland is mainly comprised of instant noodles.

More unusual rice variants contribute to growth

For years, rice faced strong competition from potatoes as the main source of carbohydrate in the country, leaving Poland behind other countries in the region in terms of per capita consumption. Recently, however, due to increases in household incomes, and especially due to growing consumer awareness of the importance of a healthy diet, the demand for healthier carbohydrates to substitute potatoes increased.

The growth of gluten-free pasta does not affect regular products

Although seeing strong growth, the gluten-free trend did not change the trajectory of pasta, as may have been expected according to trade press. Gluten-free products still account for a negligible share within pasta, and health and wellness innovations are shifting more towards naturally healthy pasta, such as that made with durum wheat or non-wheat flours.

COMPETITIVE LANDSCAPE

Private label maintains its lead but is challenged by brands due to rising incomes

Overall private label continued to lead rice, pasta and noodles in value terms in 2019, although its share declined, as it recorded slight share losses in all categories. Polish consumers have become more aware of what constitutes good-quality Italian pasta, for instance, and are thus starting to look for better-quality branded products; aided by rising disposable incomes.

Local brand Lubella has a strong influence on pasta

Local producer Lubella was the biggest producer of brands within rice, pasta and noodles in 2019, due to its strong presence in pasta. Its wide portfolio covers 44 types of pasta, both for soups and main meals, and ranging from local types of pasta to Italian types.

Interest in foreign cuisines prompts new launches

As the eating habits of Poles change, so do the products they use for cooking at home. Growing interest in foreign cuisines, which is already influencing ready meals, is also visible in rice, pasta and noodles, as these products correspond with Italian and Asian cuisines, which are currently seeing high demand.

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