Rice, Pasta and Noodles in Sweden

PROSPECTS

Lentils, beans, grains and soy modernise rice

Rice has received a facelift through mixes with other grains, lentils and seeds. Paulúns, owned by Orkla, launched its Supermix in 2016, which exemplifies this trend in rice.

More protein in pasta and rice

After years of stagnating or decreasing sales of pasta, producers have turned to alternative products to revive this classic staple. Pasta made with lentils, beans or vegetables is becoming increasingly popular, and will continue to claim more share as the landscape develops.

Noodles remains a small category

Although sales of noodles are growing, it remains a very small category. Despite a strong interest in noodles in restaurants, with ramen noodles being the latest addition to Asian restaurants in Sweden, retail sales of noodles remain low.

COMPETITIVE LANDSCAPE

Smaller brands are breaking new ground in rice

New players are taking share in the rice category. Current value sales increased rapidly in the last couple of years, mainly as a result of new innovative products from smaller companies in this category, such as Risenta.

Poor harvest following the drought will increase current unit prices

Following the drought in the summer of 2018 in Sweden, as well as in the rest of Europe and Russia, unit prices are expected to increase for pasta in current terms, both chilled and dried. Dried pasta saw a stagnating unit price for the last couple of years, but increased prices wheat prices could result in a clear change in this trend in current terms.

Private label is facing competition in chilled pasta

People’s Kitchen Concept has started expanding its shelf space in stores. In an otherwise inactive category dominated by private label, its brand Paolos has experienced strong growth, and can be expected to continue its aggressive promotion of the brand and to develop more product types.

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