Report: Noodles - UK - December 2007 TOC

Issues in the Market
Key themes
Definitions
Market in Brief
Noodles expanding
Convenient is no longer enough
Wetting appetites
Advertising priorities
Cardboard food?
There are noodles...and then there are noodles
Future
Internal Market Environment
Key points
Nation loves ethnic cuisine...
- Figure 1: Agreement with selected lifestyle statements relating to foreign food, 2003-07
...but lack of noodle know-how holds back growth
Seasonal stimulants
Obesity continues to rise
- Figure 2: Prevalence of obesity in adults, by gender, 2003 and 2010
Rising interest in health and diet
- Figure 3: Agreement with selected lifestyle statements relating to health and diet, 2003-07
An allergic society
Back to the table
- Figure 4: Agreement with selected lifestyle statements relating to eating habits, 2003-07
Packing in the snacks
Broader Market Environment
Key points
The salt issue
Working in favour of noodles
- Figure 5: Working population, by gender, 2002-12
Students stir up sales
- Figure 6: Number of students in HEIs, 2000/01-2005/06
Immigration has boosted demand
Demographics and desire
- Figure 7: Structure of the UK population, by age and gender, 2002-12
Issues at source
Competitive Context
Key points
Ready meals and snacks
Spoilt for choice?
New kids on the block
New Covent Garden takes snacking upmarket
Fast food and takeaways -- threat?
...or opportunity?
Pasta
- Figure 8: Types of pasta and noodles used, 2007
- Figure 9: UK retail sales of pasta and pasta-based meals, 2002-07
Rice
- Figure 10: UK retail sales of rice, 2002-07
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
Noodles return to growth
- Figure 14: UK value sales of noodles, 2002-07
Forecast
- Figure 15: Forecast of the UK value sale of noodles, at current and 2007 prices, 2007-12
Higher value noodles will change the make-up of the market
Segment Performance
Key points
Shelf-stable noodles
- Figure 16: UK retail value sales of shelf-stable noodles, by sector, 2002-07
The worst is over for snacking noodles
Greater choice broadens appeal
Microwaveable snacks to add value in the future?
Instant savoury noodles lack glamour
Stir-frying boosting noodles
Dry noodles look to rice for hope
Chilled and frozen
- Figure 17: UK retail value sales of chilled and frozen noodles, by sector, 2002-07
Chilled plain noodles enjoy impressive growth
Chilled meals
Frozen noodles out in the cold
Market Share
Key points
Manufacturer shares
- Figure 18: Manufacturers' shares in noodles, 2005-07
Brand shares
Problems for Pot Noodle
- Figure 19: Brand shares in snacking noodles, 2005-07
Supernoodles synonymous with savoury
- Figure 20: Brand shares in savoury noodles, 2005-07
Authentic brands lead plain noodles
- Figure 21: Brand shares in plain noodles, 2005-07
Own-labels dominate chilled and frozen sectors
Could retailers do more?
Companies and Products
Unilever
Premier Foods
Batchelors
Sharwood' s
Heinz
G Costa
Kohlico
Sco-Fro
Kwoks
Brand Communication and Promotion
Key points
Adspend in decline?
- Figure 22: Main monitored media advertising spend on noodles, 2003-07
Adspend by advertiser
- Figure 23: Main monitored media advertising spend on noodles, by manufacturer, 2003-07
Adspend by medium
- Figure 24: Main monitored media advertising spend on noodles, by medium used, 2003-07
Marketing themes
Noodle fun
Healthier noodles
Authentic noodles
Cheap and convenient noodles
Are families being overlooked?
Channels to Market
Key points
Multiples take increasing share
- Figure 25: Retail distribution of noodles, 2005-07
Could the multiples do more?
Other outlets focus on impulse
Noodle Consumption
Key points
In context with pasta
- Figure 26: Types of pasta and noodles used, 2007
Frequency of noodle consumption
- Figure 27: Frequency of consumption of noodles, September 2007
Who' s missing out?
An occasional meal?
Stepping up consumption
Noodle fans
Sticking to what they like
Eating occasions
- Figure 28: Noodle consumption, September 2007
Thank goodness for noodles!
Time to take noodle snacks upmarket?
Strictly stir-fry
Lunchtime opportunities
Noodle Purchase
Key points
- Figure 29: Purchase of noodles, 2003 and 2007
Consumers moving towards more authentic products
Instant gratification
Dry egg noodles appeal to more confident cooks...
...but face threat from ready-to-cook lines
Someone else' s cooking
Targeting men
Appendix
Advertising data
Abbreviations
Internal market environment
- Figure 31: Agreement with the statement ' I enjoy eating foreign food' , by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car ownership, 2003-07
- Figure 32: Working women, by age of own children, 1998-2006
Noodle consumption
- Figure 33: Usage of fresh or dried pasta and noodles in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car ownership, 2007
Frequency of consumption
- Figure 34: Consumption of noodles, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and terminal education age, September 2007
- Figure 35: Frequency of noodle consumption, by noodles purchased, September 2007
Consumption occasion
- Figure 36: Consumption of noodles, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and terminal education age, September 2007
- Figure 37: Noodle consumption, by noodles purchased, September 2007
- Figure 38: Eating occasions, by noodle consumption, September 2007
Noodle purchase
- Figure 39: Purchase of noodles in last six months, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and terminal education age, September 2007
- Figure 40: Number of Types of Noodles Bought in the Last 6 Months, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size,, September 2007
- Figure 41: Cross tabulation of types of Noodles bought in last 6 months, September 2007
- Figure 42: Consumption of noodles, by attitudes towards noodles, September 2007
Consumer attitudes
- Figure 43: Most common attitudes towards noodles, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and terminal education age, September 2007
- Figure 44: Attitudes towards noodles, by gender, age, socio-economic group, marital status, lifestage, age of own chidlren in household, Mintel' s Special Groups, working status, tenure, ITV region, ACORN group, technology users, daily newspapers, commercial TV viewing, supermarket used, household size, car usage, detailed lifestage and terminal education age, September 2007
- Figure 45: Attitudes towards noodles, by frequency of consumption, September 2007
- Figure 46: Attitudes towards noodles, by consumption occasions, September 2007
- Figure 48: Types and number of different types of noodles bought in the Past 6 Months, by noodles typology groups, September 2007
- Figure 49: By how often noodles are eaten, by noodles typology Groups, September 2007
- Figure 50: Attitudes towards noodles, by noodles typology groups, September 2007

Noodles - UK - December 2007

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