Rice, Pasta and Noodles in Poland

PROSPECTS

The health and wellness trend fuels sales of rice

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.

Noodles is on the decline

As instant noodle pouches accounts for most sales of noodles in Poland, the overall performance of noodles relies on this category. Due to the increasing quality and availability of ready meals and growing consumer awareness of the negative aspects of monosodium glutamate, sales of instant noodle pouches are seeing a long-term decline, and the bad publicity around these products seems to be irreversible in the near future.

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

Although seeing very 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

Lubella remains the leader in pasta

Local pasta producer Lubella held the biggest value share in rice, pasta and noodles in 2018, due to its strong presence in pasta. Its wide portfolio covers 44 types of pasta, both for soups and main meals.

Changing patterns of home cooking broaden the category

As the eating habits of Poles change, so do the products they use for cooking at home. Growing interest in foreign cuisines, which is mostly 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.

Domestic players lead

The composition of players in both rice and pasta is diverse, with both local and international companies present; however, it is clear that across branded products Polish companies lead. In pasta, the best-selling international brand is sixth (Barilla) and in rice fifth (Mars with Uncle Ben’s).

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