With rice, pasta and noodles generally perceived as carbohydrate-heavy, innovation largely focuses on accommodating consumers following ketogenic or low carbohydrate intake for weight management. The prevalence of keto-friendly rice, pasta, and noodles continues with products such as flourless spaghetti or egg white only (rather than full egg) noodles of different thickness, such as bee hoon or vermicelli and udon as offered by Nim Nim.
Despite the increasing availability of other packaged rice formats, such as cooked and microwaveable, potential for both formats remains debatable. With rice being a staple food item in Singapore, rice cooker penetration in local households is high, and is further fuelled by the recent prevalence of home cooking during the pandemic.
While pasta is quick and simple to prepare, consumers who cook frequently at home will continue to seek convenience and time efficiency as they attempt to balance busy work schedules as part of hybrid models, or are spending less time at home altogether with the resumption of mobile lifestyles, involving the commute to work or school. The availability of pasta in ready meals across dry, chilled, and frozen formats presents competition to packaged pasta due to offering greater convenience with portioned ingredients and single-serve packs, as well as comparable shelf stable properties of dry and frozen ready meals.
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Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.See All of Our Definitions
This report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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