Ting Hsin, through its Master Kong brand, is the leading player in Chinese staple foods, thanks to its strong position in instant noodles. However, the company has a near negligible presence outside of this category and this country, exposing it to the vagaries of the Chinese market, including the fluctuating sales due to the pandemic over the review period, with peaks during years of high COVID-19 case levels (2020, 2022) and troughs in the following years (2021, 2023).

Despite already dominating staple foods in India – accounting for three quarters of value sales – rice, pasta and noodles saw the strongest retail current value growth rate in 2024, with all categories seeing increasing sales. Although rice dominates, pasta and noodles have been undergoing notable transformation, as the competition intensifies around health and nutrition-based innovation. Traditional players such as Nestlé, ITC, and Tata Consumer Products are no longer the only contenders in thi

This report examines how Barilla Holdings SpA, the global leader in the pasta market, has navigated the challenges from inflationary pressures and intensifying price-driven competition. It highlights Barilla's strategic expansion into the baked goods market and reflects on the company’s commitment to health by introducing healthier options catering to evolving consumer preferences for both indulgence and wellness.

In 2024, rice, pasta and noodles in Thailand is projected to experience solid growth in both retail volume and current value terms. Rice is expected to see the strongest retail volume growth, as it remains a staple in Thai households. The rising cost of living has notably influenced consumer behaviour in 2024, with a greater focus on value for money. With disposable incomes under pressure, consumers have increasingly been opting for bulk packaging, particularly for essential items such as rice a

In 2024, the Indonesian market for rice, pasta, and noodles continued to expand in retail volume terms, despite ongoing price increases. The retail unit price of rice grew at a higher rate than in 2023, driven by a decline in domestic rice production. Adverse weather conditions, including the El Niño phenomenon, led to widespread crop failures, creating a supply shortage. This scarcity, coupled with a weakening Indonesian Rupiah (IDR), increased the cost of imported rice, further elevating retai

Retail value sales of rice, pasta and noodles are expected to grow strongly in Israel in 2024, driven largely by price rises. In May 2024, Osem announced price increases, including raising the price of Mana Hama by 2-7%. In January 2024, Schestowitz increased the price of Barilla pasta by 12%. Private label prices of pasta have also increased. Carrefour increased the price of its pasta from ILS2.5 to ILS3.5-4.5 for a 500g bag.

Brazil has been suffering the impacts of a natural weather phenomenon. El Niño started in 2023 and continued into 2024, bringing heavy rains to the South and drought to the Southeast. This led Rio Grande do Sul, the southernmost state of Brazil, to see one of the worst natural disasters in the history of the country. The state, responsible for 70% of rice production nationally, and a high proportion of wheat production, experienced heavy rain and flooding in the first quarter of 2024, leaving th

Economic pressures that had significantly influenced demand for rice, pasta and noodles in Germany during 2023 have begun to stabilise, although high costs remain a challenge. The ongoing effects of inflation and global trade disruptions, while not as severe as in previous years, still influence the pricing and availability of key staple foods.

Rice, pasta, and noodles posted a positive retail value growth performance of 4% in 2024. However, this was lower than the previous years, with retail value growth reaching 6% in 2022 and 5% in 2023. Despite this, the category remained a staple in Swiss households, offering convenience, ease of preparation, and versatility. These products continue to be valued for being affordable, boasting good nutritional quality and long shelf life, which further strengthens the category's position.

Retail volume sales of instant noodles in Vietnam are set to record another year of moderate decline in 2024. The category has become increasingly polarised. Many consumers continue to grapple with the rising cost of living, as disposable incomes remain constrained by a multitude of factors in 2024, including rising electricity prices, and unstable global conditions affecting supply chains. Lower income and middle-income households have therefore tended to gravitate towards more affordable produ

As the price of wheat continues to increase, some South Africans have been reducing their bread consumption, leading to a stronger switch to other staple foods such as rice, as the latter can stretch further for the same cost; for instance, the amount of rice that can be purchased for ZAR20 is often sufficient for several meals, while one loaf of bread typically costs the same and would last many families just one day.

Rice, pasta and noodles in Greece performed well in 2024. Pasta, which remained the leading category, is considered a relatively cheap staple food, used to make a variety of dishes. Thus, still significant inflationary pressure and cost-of-living crisis pushed demand towards the end of the review period. Most Greek households consume pasta, although some consumers continued to switch to more affordable private label options in 2024. Noodles continued to gain acceptance and momentum, to see the h

In 2024, rice, pasta, and noodles in Latvia experiences stagnation in retail volume terms, with sales showing limited movement after several years of economic volatility. Price inflation, which previously disrupted the market, has now stabilised, offering some relief to consumers. Despite this overall stagnation, the category demonstrates two distinct performance trends: a notable rise in demand for instant noodles and a comparatively subdued performance in dried pasta. These contrasting dynamic

Rice, pasta, and noodles exhibited positive growth in Lithuania in 2024, reflecting its importance in local diets. However, individual subcategories performed unevenly due to differences in consumption patterns and occasions. While price inflation eased in 2024, offering relief to consumers who had endured significant cost increases in 2022 and 2023, this development affected subcategories differently. Consumer preferences and market dynamics shaped the performance of each segment, highlighting

Rice, pasta, and noodles have emerged as the best-performing category within staple foods in Nigeria in 2024, despite the overall decline in volume driven by falling sales of rice. High inflation and weakened disposable incomes have forced consumers to prioritise affordable and versatile staple foods, with pasta and noodles becoming particularly favoured for their cost-effectiveness and ease of preparation. While packaged rice has seen declines as consumers turn to cheaper unpackaged options, in

Rice is experiencing a significant price increase in 2024 due to a poor harvest. This is resulting in volume sales decline in the year as consumers switch to loose, unpackaged rice, which is significantly more affordable than its packaged counterpart. There has been an increase in rice imported from Russia, whilst the majority of long-grain rice is sourced from India.

Instant noodles have become a staple snack and quick meal option in Pakistan in 2024, driven by their affordability, ease of preparation, and the variety of flavours available. This trend is particularly prominent among students, young professionals, and urban households seeking convenience in their busy lives. The market has seen notable growth with new product introductions, such as Shan Foods’ launch of Korean-style noodles under the Shoop brand to cater to evolving consumer tastes. Imported

Overall, rice, pasta, and noodles in Uzbekistan is expected to register moderate constant value and volume growth in 2024. In light of continuing high inflation, and in particular significant price hikes for rice (see below), instant noodles is expected to register the highest volume growth and to also account for most values sales. The mains brands are from Russia, China, and Korea, with Mareven Food Central being the leading player, with its brands Rollton and Big Bon. However, the local brand

Noodles is expected to register the best performance in retail volume terms within rice, pasta and noodles in Uruguay in 2024. While value sales are still significantly below rice and pasta, instant noodle cups and pouches are gaining ground, thanks to the expansion of multinational brands such as Nissin and Maruchan. In addition, local options such as Las Acacias from Darcel are proving popular, as they are cheaper than imported brands.

Overall, rice, pasta and noodles is register to register muted constant value and volume growth in Tunisia in 2024, as inflation remains high. Pasta continues to account for most values sales and is expected to see an increase in volume sales, while volume sales are expected to fall for rice. Though both products are subsidised, pasta is manufactured locally, whereas rice is imported, and with dwindling foreign currency, there has only been limited imports, which is leading to shortages. Private

In 2024, Moroccan consumers have demonstrated heightened price sensitivity, which has significantly influenced purchasing behaviour in the rice and pasta categories. The growing appeal of the parallel market for unpackaged, loose products has had a notable impact, as these alternatives offer a cost advantage that resonates with budget-conscious households. Loose rice and pasta, which account for nearly 20% of total sales, continue to attract a substantial portion of the market, with consumers pr

The busy lifestyles of consumers in Serbia have led to a decreasing demand for rice and pasta in 2024, as consumers have less time to prepare these staple foods. In contrast, sales of noodles are experiencing growth, driven by the increasing demand for on-the-go consumption and quick preparation. Price sensitivity continues to play a major role in purchasing decisions, with consumers actively seeking price reductions and opting for private label products and special offers. The trend towards con

Instant noodles in the Netherlands has experienced notable growth in 2024, driven by its convenience and appeal to younger demographics. Consumers increasingly view instant noodles as versatile, affordable options suitable not only for main meals but also as quick snacks, whether at home, school, or the workplace. This trend aligns with a growing interest in Asian cuisine, particularly noodles, which has further boosted their popularity.

In 2024, despite the expectation of retail current value growth for rice, pasta and noodles in Japan, due to price rises, retail volume sales are set to decline, continuing the trend from 2023. In terms of individual categories, rice, which is the largest category, is set to decline in retail volume terms, but experience double-digit growth in retail current value terms, due to the soaring price of rice. In 2024, Japan has faced the worst rice shortage in decades, due to the extreme heat and inc