Pasta, Rice and Noodles - UK - February 2014


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Mintel

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The current interest in high protein food presents significant opportunities for the pasta market, given that a sizeable four in ten users would like to see more pasta which is high in protein, rising to half of 25-34s.
Table of Content

Introduction

Definitions
Pasta
Rice
Noodles
Instant hot snacks
Excluded
Abbreviations

Executive Summary

The market
Figure 1: UK retail value sales of pasta, rice and noodles*, 2008-18
Market factors
Vegetable content has strong associations with healthiness
The growth in over-55s continues to hinder the market
Growing multiculturalism in the UK and more adventurous palates bode well for the market
Companies, brands and innovation
Rice fuelled growth in NPD
Figure 2: Product launches within the UK pasta*, rice and instant snack market as share of total new products launched in the UK food market, 2009-13
Own-label captures two thirds of the pasta market’s value
Figure 3: Leading brands’ shares in the UK pasta* market, by value, 2013**
A resurgence in adspend in 2013
Figure 4: Main monitored media advertising expenditure in total pasta, rice, noodles and couscous (including instant noodles, rice and pasta) market, 2009-13
The consumer
Pasta and rice is eaten by eight in ten adults
Figure 5: Usage of pasta, rice, noodles and grains, November 2012 and October 2013
Most consumers want to experiment with pasta
Figure 6: Attitudes towards pasta, October 2013
Brands can build standout by providing more guidance to young rice users
Figure 7: Attitudes towards rice and other grains, October 2013
Four in ten stick to the same types of noodle dish
Figure 8: Attitudes towards noodles, October 2013
What we think

Issues in the Market

How can manufacturers inject more excitement into the pasta category?
What opportunities are there to further develop the pot snacks market?
Can manufacturers do more to capitalise on the current interest in protein?
To what extent is the performance of the market tied to the wider economy?

Trend Application

Trend: Experience is All
Trend: Extend my Brand
Mintel Futures: Generation Next

Market Drivers

Key points
Over-55s most likely to opt for high-fibre food
Figure 9: Types of products considered to be healthy, September 2013
Growing multiculturalism in the UK…
Figure 10: UK population, by ethnicity, 2001 and 2011
and Britons’ love affair with foreign food benefits the market
Ageing population presents a challenge
Figure 11: Trends in the age structure of the UK population, 2008-18

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Rice drove growth in NPD
Figure 12: Product launches within the UK pasta*, rice and instant snack market as share of total new products launched in the UK food market, 2009-13
Figure 13: Own-label product launches within the UK pasta* and rice market, 2009-13
Pasta
Figure 14: Top 10 companies for NPD in the UK pasta* market, by share in 2013, 2009-13
Figure 15: Product launches within the UK pasta* market, by packaging type, 2009-13
A rise in vegan and wholegrain claims in 2013
Rice
Figure 16: Top 10 companies for NPD in the UK rice market, by share, in 2013, 2009-13
Figure 17: Product launches within the UK rice market, by storage, 2009-13
Focus on speed and convenience in pasta and rice
Figure 18: Top 15 claims for NPD in the UK pasta and rice market, 2009-13
Alternative grains offer convenience and health
Noodles
Figure 19: Top 10 companies for NPD in the UK instant pasta, rice and noodles market, by share, in 2013, 2009-13
Flavour-based innovation in the instant noodle/pasta/rice market is key
Figure 20: Product launches within the UK instant noodle, pasta and rice market, top ten flavours, 2009-13

Market Size and Forecast

Key points
A slip in volume sales in 2013
Figure 21: UK retail sales of pasta, rice and noodles*, by value and volume, 2008-18
Figure 22: UK retail value sales of pasta, rice and noodles*, by segment, 2008-18
Figure 23: UK retail volume sales of pasta, rice and noodles*, by segment, 2008-18
The future of the pasta, rice and noodles market
Figure 24: UK retail value sales of pasta, rice and noodles*, 2008-18
Pasta
Figure 25: UK retail value sales of pasta, 2008-18
Rice
Figure 26: UK retail value sales of rice, 2008-18
Noodles
Figure 27: UK retail value sales of noodles*, 2008-18
Factors used in the forecast

Segment Performance

Key points
Only chilled pasta sees both volume and value growth
Figure 28: UK retail value and volume sales of pasta, by sector, 2011-13
Ambient rice holds its dominance
Figure 29: UK retail value and volume sales of rice, by sector, 2011-13
Sales of pot snacks continue to soar
Figure 30: UK retail value and volume sales of instant hot snacks and noodles, by sector, 2011-13

Market Share

Key points
Own-label captures two thirds of the pasta market’s value
Figure 31: Leading brands’ shares in the UK pasta* market, by value, 2013**
Figure 32: Leading brands’ sales and shares in the UK pasta* market, by value and volume, 2012** and 2013***
Uncle Ben’s leads the rice market
Figure 33: Leading brands’ sales and shares in the UK rice market, by value and volume, 2012* and 2013**
Pot Noodle remains the nation’s firm favourite
Figure 34: Leading brands’ sales and shares in the UK hot snacks market, by value and volume, 2012* and 2013**
Sharwood’s and Amoy lead in noodles
Figure 35: Leading brands’ sales and shares in the UK Chinese noodles market, by value and volume, 2012* and 2013**

Companies and Products

Figure 36: Main companies and brands
De Cecco
Company overview
Product range and innovation
Advertising and promotion
Heinz
Company overview
Product range and innovation
Advertising and promotion
Mars
Company overview
Product range and innovation
Advertising and promotion
Napolina
Company overview
Product range and innovation
Advertising and promotion
Premier Foods
Company overview
Product range and innovation
Advertising and promotion
Tilda
Company overview
Product range and innovation
Advertising and promotion
Unilever
Company overview
Product range and innovation
Advertising and promotion
Veetee
Company overview
Product range and innovation
Advertising and promotion

Brand Communication and Promotion

Key points
A resurgence in adspend in 2013
Figure 37: Main monitored media advertising expenditure in total pasta, rice, noodles and couscous (including instant noodles, rice and pasta) market, 2009-13
Mars continues to support Uncle Ben’s
Figure 38: Advertising expenditure in the pasta, rice and noodles (including instant noodles, rice and pasta) market, by highest-spending brands, 2009-13
Unilever ramps up support for Pot Noodle
Premier Foods supports the Batchelors ‘Super’ revamp
Press advertising becomes more important
Figure 39: Share of main monitored media spend on pasta, rice and noodles (including instant noodles, rice and pasta) market, by media type, 2009-12
Figure 40: Share of main monitored media spend on pasta, rice and noodles (including instant noodles, rice and pasta) market, by media type, 2009-12 (continued)

The Consumer – Usage of Pasta, Rice and Noodles

Key points
Pasta and rice is eaten by eight in ten adults
Figure 41: Usage of pasta, rice, noodles and grains, November 2012 and October 2013
One in three users eat pasta and rice at least twice a week
Figure 42: Frequency of usage of pasta, rice and noodles, October 2013
Figure 43: Usage of pasta, rice and noodles, age group, October 2012
Figure 44: Consumers who eat pasta, rice and noodles at least once a week, by age group, October 2013
Usage of pasta and rice is driven by large households
Figure 45: Consumers who use pasta, rice and noodles at least once a week, by household size, October 2013
An upmarket bias in the usage of grains as sides
Figure 46: Usage of couscous, barley, bulgur wheat, quinoa, buckwheat and spelt, by gender and socio-economic group, October 2012
Dry pasta is most popular
Figure 47: Types of pasta eaten, October 2013
Figure 48: Consumers who have eaten instant packet/pot pasta, canned pasta, ready-to-eat pasta in a pot, microwaveable pasta in a pouch and microwaveable pasta in a pot, by age group, October 2013
One in four rice users eat wholegrain/brown rice
Figure 49: Types of rice eaten, October 2013
Dry egg noodles are the most popular
Figure 50: Types of noodles eaten, October 2013

The Consumer – Attitudes Towards Pasta

Key points
Most consumers want to be experimental with pasta
Figure 51: Attitudes towards pasta, October 2013
Opportunities for “half-and-half” pasta
Notable interest in added-heath pasta
Vegetable content appeals to two in five
High protein pasta interests 25-34s
Wastage is an issue for one third of users

The Consumer – Attitudes Towards Rice and Other Grains

Key points
Brands can build standout by providing more guidance to young rice users
Figure 52: Attitudes towards rice and other grains, October 2013
Figure 53: Agreement with the statements “cooking rice to the right texture can be difficult”, “I would like to see more on-pack recipes ideas for rice and/or other grain dishes”, “I would like more ideas about how to use leftover rice” and “I would like to learn how to cook with different types of rice”, by age group, October 2013
Three in ten would like to try high-fibre white rice
One in five under-35s would like to see more frozen rice with vegetables
Opportunities to boost appeal of quinoa through leveraging its high protein content

The Consumer – Attitudes Towards Noodles and Pot Snacks

Key points
Four in ten stick to the same types of noodle dish
Figure 54: Attitudes towards noodles, October 2013
Notable interest in experimentation
Opportunities for NPD in pot noodles

Appendix – Who’s Innovating?

Figure 55: Product launches within the UK pasta and rice market, top ten flavours, 2009-13
Figure 56: Product launches within the UK instant pasta, rice and noodles market, by packaging type, 2009-13

Appendix – Market Size and Forecast

Figure 57: Best- and worst-case forecasts for retail sales of pasta, rice and noodles, by volume, 2013-18
Figure 58: Best- and worst-case forecasts for retail sales of pasta, rice and noodles, by value, 2013-18
Figure 59: Best- and worst-case forecasts for retail sales of pasta, by volume, 2013-18
Figure 60: Best- and worst-case forecasts for retail sales of pasta, by value, 2013-18
Figure 61: Best- and worst-case forecasts for retail sales of rice, by volume, 2013-18
Figure 62: Best- and worst-case forecasts for retail sales of rice, by value, 2013-18
Figure 63: Best- and worst-case forecasts for retail sales of noodles*, by volume, 2013-18
Figure 64: Best- and worst-case forecasts for retail sales of noodles*, by value, 2013-18

Appendix – Brand Communication and Promotion

Figure 65: Share of main monitored media advertising expenditure in total pasta, rice and noodles (including instant noodles, rice and pasta) market, 2009-13

Appendix – The Consumer – Usage of Pasta, Rice and Noodles

Figure 66: Usage of pasta, rice, noodles and grains, October 2013
Figure 67: Frequency of usage, October 2013
Figure 68: Types of pasta eaten, October 2013
Figure 69: Types of rice eaten, October 2013
Figure 70: Types of noodles eaten, October 2013
Figure 71: Most popular usage of pasta, rice, noodles and grains, by demographics, October 2013
Figure 72: Next most popular usage of pasta, rice, noodles and grains, by demographics, October 2013
Figure 73: Other usage of pasta, rice, noodles and grains, by demographics, October 2013
Figure 74: Most popular frequency of usage of pasta, by demographics, October 2013
Figure 75: Next most popular frequency of usage of pasta, by demographics, October 2013
Figure 76: Most popular frequency of usage of rice, by demographics, October 2013
Figure 77: Next most popular frequency of usage of rice, by demographics, October 2013
Figure 78: Most popular frequency of usage of noodles, by demographics, October 2013
Figure 79: Next most popular frequency of usage of noodles, by demographics, October 2013
Figure 80: Most popular types of pasta eaten, by demographics, October 2013
Figure 81: Next most popular types of pasta eaten, by demographics, October 2013
Figure 82: Most popular types of rice eaten, by demographics, October 2013
Figure 83: Next most popular types of rice eaten, by demographics, October 2013
Figure 84: Types of noodles eaten, by demographics, October 2013

Appendix – The Consumer – Attitudes Towards Pasta

Figure 85: Attitudes towards pasta, October 2013
Figure 86: Agreement with the statement ‘Experimenting with different types of pasta appeals to me’, by demographics, October 2013
Figure 87: Agreement with the statement ‘Pasta which is half white and half wholegrain appeals to me’, by demographics, October 2013
Figure 88: Agreement with the statement ‘Pasta can get boring if you eat it too often’, by demographics, October 2013
Figure 89: Agreement with the statement ‘I would like to see more fresh pasta counters in supermarkets’, by demographics, October 2013
Figure 90: Agreement with the statement ‘‘Boil-in-the-bag’ pasta would be a good idea to help control portion sizes’, by demographics, October 2013
Figure 91: Agreement with the statement ‘I would like to see more pasta which has vegetables incorporated into the dough’, by demographics, October 2013
Figure 92: Agreement with the statement ‘I would like to see pasta which is high in protein’, by demographics, October 2013
Figure 93: Agreement with the statement ‘Low calorie pasta is a good alternative for those trying to lose weight’, by demographics, October 2013
Figure 94: Agreement with the statement ‘It is difficult to avoid wasting leftover pasta’, by demographics, October 2013
Figure 95: Agreement with the statement ‘I like the idea of buying pasta dough to make my own pasta at home’, by demographics, October 2013
Figure 96: Agreement with the statement ‘Pasta is more appealing to me in winter than summer’, by demographics, October 2013
Figure 97: Agreement with the statement ‘I am put off using whole wheat pasta because it takes too long to cook’, by demographics, October 2013

Appendix – The Consumer – Attitudes Towards Rice and Other Grains

Figure 98: Attitudes towards rice and other grains, October 2013
Figure 99: Most popular attitudes towards rice and other grains, by demographics, October 2013
Figure 100: Next most popular attitudes towards rice and other grains, by demographics, October 2013

Appendix – The Consumer – Attitudes Towards Noodles and Pot Snacks

Figure 101: Attitudes towards noodles and pot snacks, October 2013
Figure 102: Most popular attitudes towards noodles, by demographics, October 2013
Figure 103: Next most popular attitudes towards noodles, by demographics, October 2013