UK consumers pack carbs in pasta, rice and noodles

November 1, 2009

Sales of pasta, rice and noodles in the UK have increased by 41% in the last five years, according to new research from Mintel.

And the research company reveals UK consumers are set to eat their way through £1.4bn worth of these popular carbohydrates this year. In the last two years alone, sales have increased by as much as 22%, much of the growth taking place during the last year, it says.

What is more, over the next five years, the market for pasta, rice and noodles is estimated to grow a further 25% and hit £1.8bn by 2014.

While the market for pasta (including ready meals) will reach £811m in 2009 – more than rice (£388m) and noodles (£213m) combined – the highest growth in the past two years (2007-2009) has come from rice, up 32% against increases of 21% for pasta and 12% for noodles.

Vivianne Ihekweazu, senior consumer analyst at Mintel, said:

“Rice and pasta prices rocketed in 2008 due to global shortages, while the weakness of sterling has continued to keep retail prices high. Despite the rise in costs, there is no doubt the recession has boosted the nation's appetite for these store cupboard staples, and they still provide a relatively affordable meal solution."

“A greater interest in home cooking and the move towards more eating-in during the recession has helped boost sales. The market has also benefited from the influence of global cuisines and demand for convenience. Sales growth has come from product innovation such as rice pouches as well as the introduction of microwaveable and ready-to-cook formats in the rice and noodles market,” said Ihekweazu.

Today, almost nine in 10 consumers (92%) eat pasta. But it is dry pasta which makes up the bulk of sales with 77% of Brits eating this type. Fresh pasta, meanwhile, attracts 46% of diners but organic and gluten or wheat free varieties appeal to just 8% and 4% of shoppers respectively. Just 3% of Brits said they found pasta to be bland and unadventurous.

“Interestingly, after a slow-down in growth in 2007, sales of fresh pasta returned to form in 2008. In the past year alone they are expected to have grown by as much as 10% as consumers swap nights out for dinner at home,” said Ihekweazu.

In noodles, dry egg noodles are the favourite with nearly half (49%) of consumers eating this variety. Instant meals, such as Pot Noodle, are eaten by a third (33%) of consumers, ahead of ready to cook (30%) fresh (26%) and restaurant or takeaway noodles (28%).

In terms of rice, British consumers prefer the long-grain variety, with 59% of consumers saying they eat this type, closely followed by basmati at 57%.

But speciality rice is less popular with just 8% of Brits saying they eat varieties such as wild or black rice.

Shoppers have no brand loyalties in this category, adds Mintel. It reports 44% of consumers claim own label rice is as good as branded rice and 30% say they normally pick the cheapest type. Rice remains popular, however. Just 5% of Brits said rice is boring.