Rice, Pasta and Noodles in Turkey

PROSPECTS

Higher demand for quick and nutritious meal alternatives

The main factors which stimulated the growth of rice, pasta and noodles in 2018 were rising urbanisation, the higher number of workers and the rising student population in the country. The student population and single households demand cheap, quick and nutritious meal alternatives, which benefited pasta and instant noodles especially.

Rice loses share to pasta

In the last two years of the review period, rice lost share to pasta, mainly due to strong unit price increases. This made rice too expensive for lower-income consumers.

Instant noodles sees the best performance

Instant noodles saw the most dynamic current value growth in 2018. It demonstrated strong growth from 2013, with the entry of new companies, such as the local companies Nissin Yildiz Gida, Erisler Gida and Dolfin Gida.

COMPETITIVE LANDSCAPE

BIM Birlesik Magazacilik maintains its lead

In 2018, BIM Birlesik Magazacilik remained the leader in rice, pasta and noodles with its private label products. The company is a hard discounter and leads Turkish grocery retailing with its rapidly increasing number of outlets, meaning the company’s products are highly accessible to consumers.

Indofood Sukses Makmur sees a strong performance

Indofood Sukses Makmur saw one of the most dynamic growth rates in 2018. In the last two years of the review period, the instant noodles company significantly increased the presence of its Indomie brand in retail channels, and stole share from its competitors, such as Nissin Yildiz and Erisler Gida.

Manufacturers launch products to meet consumer preferences

Companies in rice, pasta and noodles consider consumer preferences when launching new products or promoting existing products. For example, due to high unit prices Turkish consumers are switching to cheaper types of rice, such as Rona, as young consumers are not keen to make a traditional pilaff with high-quality rice.

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