In 2020, rice, pasta and noodles benefitted the most from the lockdowns, with double-digit value and volume growth. This was due to increased home cooking and a degree of stockpiling.
Technocom leads rice, pasta and noodles thanks to its strength in instant noodle pouches. The company offers instant noodle pouches with traditional flavours, such as chicken, beef, mushroom or cheese as well as two variants of spices – regular (non-hot) and hot.
Noodles are expected to register the highest current value growth in 2021, as Asian cuisine is becoming increasingly popular, especially in foodservice channels, and that is influence is filtering through to channels. While instant noodles account for larger value sales, plain noodles are increasingly in demand by the health-conscious consumer and are also registering value growth and the range is increasing to include rice and potato noodles.
Overall, price, pasta and noodles will register moderate constant value growth over the forecast period, as with society opening up, there will be less home cooking. Noodles will gain further value share and will be the strongest performer over the forecast period, with rice next in line.
There will a degree of premiumisation in instant noodles, driven by a demand for more exotic tastes, as consumers are increasingly exposed to quality Asian cuisine through foodservice channels. Recent examples of more premium instant noodles include a product that encompasses the street food trend, as with Vermicelli Mivina Street Food with Spicy Teriyaki.
As consumers become increasingly health conscious, dried pasta will expand its range. For example, small local producer Mak-Var Ecoproduct Health range is now available in supermarket chain Auchan and includes dried pasta made from rye flour, walnut and grapeseed meal, seeds and brans.
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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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