Rice, Pasta and Noodles in Romania

PROSPECTS

Demand is concentrated on traditional products

In a category that has reached maturity, rice, pasta and noodles maintained positive development over the review period and in 2018, supported by the growing diversity of products, such as wholegrain, brown and basmati rice, and the increased penetration of Italian-styled pasta and healthier free-from-gluten, organic and high-fibre varieties, leading to value growth.

Chilled pasta records the highest growth

Chilled pasta was the most dynamic category in 2018, the result of its recent introduction and high growth potential due to the novelty effect. Growth was further supported by the convenience of chilled pasta and a lack of time for preparing meals at home for city dwellers on higher incomes, who can be considered as the most fervent consumers of chilled pasta.

Healthy products stimulate consumption

Although rice, pasta and noodles is under the impact of traditional consumption, steps towards healthy products have already been made through the increasing presence of high-fibre pasta and brown rice. The main trend was the increasing consumption of pasta made from hard wheat or whole wheat replacing soft wheat, as pasta is increasingly becoming a main course and not just an accompaniment to other main meals.

COMPETITIVE LANDSCAPE

Atifco International leads

Atifco international led rice, pasta and noodles in 2018. Its leading position in rice was due to excellent distribution across the country and through offering affordable prices.

Barilla is the fastest growing brand

Barilla was the fastest growing brand in 2018. The efforts made to expand the brand within modern retailers and its advertising support through major media channels supported its growth.

Domestic producers account for the highest sales

The leading position of domestic producers was the result of a strong presence in standard and economy brands, which were most in demand because of traditional consumption and a high level of price sensitivity. Domestic producers held leading positions in rice and pasta, but international players improved their shares through distributors and private label.

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