All rice & noodles sub-categories, with the exception of plain noodles, grew value sales, but pouch rice contributed most to the wider category’s 5.6% increase. It grew value sales by 7.7%, continuing several years of explosive growth.

Plain rice remains the biggest sub-category and, despite the success of pouch rice, is displaying 3.8% growth. Many shoppers continue to use it as the main carbohydrate for a large number of meals.

Plain noodles was the only sub-category to decline in value this year (down 0.6%) as shoppers bought into it on fewer occasions. This may have been driven by slightly increased prices prompting shoppers to switch to other noodle and rice products.

Branded and own-label products displayed very similar growth this year, up 5.6% and 5.7% in value, respectively.