Rice, Pasta and Noodles in Spain

PROSPECTS

Rice benefits from its healthy image and broadening consumer tastes

As Spanish consumers become more focused on the nutritional profile of the food they eat, sales of rice are rising as more consumers see rice as a fibre-rich source of complex carbohydrates. In addition, although the Spanish have traditionally been interested in only quite a narrow range of international cuisine, this is changing rapidly and there is increasing interest in ethnic cuisine, especially in major cities.

Pasta set to take advantage of value-added image to maximise growth

Pasta is slated for further positive growth over the forecast period and much of this is set to be due to the increasing consumer preference for higher-added-value products. This is most evident in the very strong growth expected in chilled pasta, a category in which products are seen as inherently fresher and therefore healthier than in dried pasta.

Noodles to continue rising from a low base due to high demand for convenience

Noodles are set to continue becoming more popular over the forecast period as the increasingly hectic pace of life in Spain’s major cities means that more urban professionals are looking for convenient food products that can save them time on food preparation. Instant noodle cups and instant noodle pouches are becoming very popular as they are seen as quick and filling snacks, especially among office workers, who often take them to work with them as they can be prepared without many appliances or equipment.

COMPETITIVE LANDSCAPE

Private label players continue to prosper

The status of rice, pasta and noodles as basic staple foodstuffs continues to support the position of private label in the category. Because many of these products are essentially the same, regardless of brand or price positioning, consumers are generally more than happy to opt for private label, which is seen as the equivalent of all but the most expensive brands in terms of quality but at considerably lower prices, in most cases.

Chilled pasta brands remain among the most dynamic players

With demand moving quickly towards chilled pasta, many of the most dynamic players in pasta in 2018 were specialists in chilled pasta. In particular, brands of Italian origin have benefited from their premium image and reputation for high quality, including Giovanni Rana, Buitoni and Bertagni, while Spanish player Gallo has also performed well.

Premium brands benefiting from improving economy as economy brands struggle

The positive performance of Spain’s economy in recent years has been very favourable for sales of standard and premium brands in pasta, rice and noodles. Economy brands meanwhile have struggled, especially due to the competition they face from private label.

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