Lockdown means good times for these filling meal bases

These versatile, long-life products had been staple foods across most UK homes prior to lockdown but became and still remain shopping list must-haves.

The nation has just crossed the six-month mark since adapting to a “new normal” yet it seems restrictions are here to stay for little while longer.

Rice and noodle value sales have grown 17.9 per cent during the pandemic[Kantar] with shoppers keen to keep stocked up amid second wave and food shortage fears.

With Covid-19 cases already surpassing numbers back in April and the festive season almost on our doorsteps, retailers should expect déjà vu of pre-lockdown spending habits to return.

Around two million Hindus and Sikhs in the UK are gearing up for Diwali on 14 November but with second English lockdown and similar measures in other nations preventing this annual get together, will basket spends reflect the current social restrictions?

Will people be wanting traditional, no-fuss products or craving experimental, on-trend flavours to make this years’ celebrations more memorable beyond lockdown.

Let’s take a look at which brands and SKUs among the carb trio should c-stores have in stock for the next few weeks.

Rice

The rice category has no doubt done incredibly well in terms of sales this year, with the total UK rice market now worth over £600 million, growing by +13 per cent.

Even pre coronavirus times, 88.2 per cent of the nation’s households were regularly buying bags of these little grains [Kantar, 2019], serving as a perfect pairing for all mealtimes.

With more than 40,000 varieties of rice believed to exist in the world, providing numerous variants for consumers to try out are endless.

Extra-large packs of rice weighing over 4kg have been the fastest selling during the peak of lockdown, contributing towards the £123.7 million sales generated during that six months of 2020.

According to Reuters, India is the world’s largest exporter of rice, with forecasts now predicting the country’s overseas sales to hit a record high.

This economic boom has meant exporters have lowered their sale prices due to less rival shipment companies floating about.

This provides a great opportunity for UK wholesalers to seize, most notably basmati rice being the nation’s top selling variant.

London brand Tilda have reported their sales now account for more than a third of basmati-branded value sales [IRI Market Place Convenience; Kantar Discounters].

Customer numbers have also seen an increase across the company’s wide portfolio from Ready To Heat and Block Packs to Boil in the Bag and Big Bags [Kantar, 52 w/e 12.07.20].

Their latest MAT shows its value at now more than £101 million, which is a growth of +18 per cent (IRI Market Place Convenience UK, 52 w/e 14.06.20), something not to be sniffed at.

Jonathan Calland, head of external affairs at Tilda, noted that consumer trends are still important to consider when retailers select their rice range.

He said: “Consumers are preparing more meals at home and many are looking for inspiration to widen their repertoire of dishes or experiment in the kitchen.

“Consumers are also trying to replicate their favourite restaurant dishes at home. Global cuisines such as Thai, Vietnamese, African and Middle Eastern cuisines have become more popular over the last five years and many of them include rice.

“Like many ambient categories, rice has experienced significant growth during the Covid-19 period, due to its reputation as a healthy food choice.”

According to the Rice Association, 32 per cent of all UK rice sales are made through the retail industry, so c-stores should provide a good selection to appease the health-conscious and time-restricted.

It could be argued that the main reason Tilda upholds their reputation as a popular rice brand across the nation is down to their impressive selection of products and sizes, ranging from Pure Basmati to Steamed, Super Grains and Kids.

Over 85 per cent of Tilda consumers agreed that the brand offers the highest quality products (System 1 Research) that can be enjoyed within minutes.

Vegetarian, gluten-free, with contain no artificial flavourings, colours or preservatives; this it’s no wonder why Tilda can satisfy almost any dietary requirements.

The Essex-based company has a very large presence in the independent trade, which is where a lot of consumers with family heritage in Asia and the Middle East will buy authentic ingredients.

Food preparation is a big deal during Diwali so c-store owners looking to broaden their options during the five-day holiday should have Tilda products on their shelves.

Tilda Ready To Heat Rice (+10 per cent growth) and Dry Rice (+35 per cent growth), options should be top of the list, as both continue to enjoy spreading popularity, making Tilda the number one rice brand in both categories.

Ready-to-heat is also the fastest-growing rice sector in the UK, up by £7.3 million (Kantar), ideal for customers shopping for themselves and those wanting a quick meal fix within minutes.

News for the rice category continues to be positive within convenience, with growth up 15.3 per cent compared to the major mults (10.9 per cent), while Tilda is growing at 55.8 per cent in convenience.

Referring back to the earlier subject of healthy eating, Tilda’s Tasty Wholegrains range provides an excellent source of fibre, ideal for those continuing to work from home and resist lockdown snacking.

To keep the interests of the brand’s fans piqued, two never-before-seen flavours have been introduced: Hot Jalapeno and Toasted Coconut.

Inspired by two of the most popular world cuisines, Mexican and Thai respectively, the new variants are rolling out over the next few months.

In fact, the Toasted Coconut flavour also uses Wholegrain jasmine rice in Ready To Heat for the first time in the UK, ensuring that flavour comes first for consumers.

In another category first, Tilda’s latest limited-edition SKU is influenced by the unofficial countdown to the rescheduled Tokyo 2021 Olympic Games– Tilda Japanese Teriyaki.

The new addition to the brand’s successful ready-to-heat rice range takes inspiration from Japan’s culinary scene and pays tribute to one of the country’s most famous cooking techniques.

Combining sticky jasmine rice, spring onions, carrots, water chestnuts, and an authentic teriyaki mix of soy sauce, sugar and mirin, Tilda’s new flavour brings a taste of Japan to UK.

Tilda Japanese Teriyaki Limited Edition is available to convenience stores including Co-op and Nisa, with an RRP of £1.59 (250g).

Mixing traditional foods with contemporary flavours still continues to be an ongoing trend among the nation’s younger generations.

By stocking new and bold product options is another great way to boosting footfall andmeeting customer demands.

Pasta

Arguably the most desired dry food item in the country this year (it is surprising there weren’t actually wanted posters during the shortages), pasta continues to be beloved of the British people.

Pasta sales rose by 168 per cent during the week of 14 March versus the same week in 2019 according to Nielsen figures, and is already been listed as a limited item by some supermarkets this second time round as lockdown threatens again..

Consumers’ love for the iconic Italian carbohydrate shows no signs of slowing down despite competition from better-for-you alternatives such as quinoa and lentils.

Boiled and ready to eat within 15 minutes and cheap to buy, it’s understandable why shoppers have been drawn to stockpiling on their favourite penne and spaghetti.

A great source of protein, fibre and vitamin B, pasta is the preference for shoppers looking for a balanced diet within their meals and is an absolute must-stock for retailers.

However, even with its quick-cooking reputation, time is still of the essence among customers as the trend for instant and ready to heat foods continues to rise.

Italian food as a whole is growing by seven per cent year-on-year in the UK [Kantar Worldpanel], with pasta-based hot snacks rising in popularity in particular, ideal a tasty lunch option as opposed to sandwiches or salads.

Spokesperson Stuart Jeffrey, pot brand and snacking brands lead at Unilever UK&Ireland, said the company’s focus has shifted to Priced Marked Packs to help make shoppers decision easier and quicker.

“We’ve all needed a little helping hand this year. Things have been hard enough without the added stress of cooking up a storm for the entire household,” he explained. “Some people have moved away from cooking meals entirely from scratch as they opt for assisted cooking instead.

“We’ve seen a 103 per cent [Kantar; w/e 19 April 2020 vs. April 2019] rise compared to pre-lockdown with people choosing products that speed up the cooking process.”

By expanding its mini meals portfolio, the market leader’s Pot Pasta range is tapping into the increasingly popular block noodles format, now worth £75 million and growing at 18.2 per cent year on year [Nielsen].

Low in fat and ready to eat in just five minutes, the range is perfect for those wanting to make a quick, easy and tasty meal choice.

Mr Jeffrey added: “Pasta fans everywhere can rejoice in the fact that we offer Pot Pasta; the perfect ‘fakeaway’ for those dreaming of an Italian escape.

“The nation’s been loving hot dishes, so we delivered with a portfolio of Italian delights, including Spicy Arrabbiata, Bolognese and new Tomatoey Mozzarella and Creamy Carbonara.”

Noodles

Considered the dark horse of the carb trio by some food industry experts, the noodles category provides amazingly versatile options for the convenience sector and consumers to choose from.

Enjoyed at lunch, dinner or as a quick snack between meals, instant noodles, most notably, have seen the biggest innovation growth amongst big brand names.

Overseas travels to trendy destinations such as Thailand, Vietnam and Malaysia have served as a primary portal to the latest flavour influences within UK food industry in recent years.

With many borders remaining closed, lockdown has seen Brits turn to their kitchens to recreate exotic dishes, with noodles providing the canvas for Asian-based recipes.

Another reason why noodles are seeing increasing numbers of fans is the rise of the flexitarian movement, with more shoppers seeking meat-free alternatives to well-known dishes.

This conscious decision is shared by three in five people who are trying to make healthier snacking decisions [HIM/MCA Insight, Channel Pulse April 2020], with plant-based lifestyles also being much cheaper.

To attract those looking for a tasty bargain, Unilever’s new Lost The Pot block noodle range will do just the trick.

Block noodles are three times more likely to be eaten at lunch compared to before lockdown, as WFH Brits pass on their usual lunchtime eat-out option in favour of staying put and eating more hot meals at home.

Following a successful launch into grocery this June, the UK’s number-one Instant Hot Snack brand is now available in wholesale, convenience and independent stores.

Containing over 30 per cent less saturated fat compared to other competitors, this new range delivers a quick and simple meal which doesn’t compromise on flavour and is perfect for busy households.

“We’re constantly innovating and responding to our consumers’ needs when it comes to health concerns,” explained Unilever UK and Ireland spokesperson Stuart Jeffrey, “which is why our block noodles also have no artificial preservatives, colours or added MSG.”

Working and studying from home has meant more time is being spent preparing and planning lunches at home instead of choosing on-the-go products,to the tune of an average extra minute [Kantar].

“Lockdown has seen us become a nation of home cooks, refining our culinary skills along the way as we spend more time in the kitchen.

“But as many of us have been busier than ever, balancing work with home life, quick and simple recipes have been sought after to help the last few months.”

C-stores can pick from some of the nation’s favourite block noodle flavours to sell, including Roast Chicken and Curry – and an increasingly popular Sweet Chilli.

Pot Noodle has also been making improvements across its entire portfolio, including the Asian Street Style range.

Packed with favourite flavours from the Far East in one handy pot,retailers who stock this range will be offering a quick and tasty meal option with less than 250 calories per portion.

Flavour choices include Thai Red Curry, Malaysian Laksa, Japanese Miso Noodle Soup and Vietnamese Beef Pho.

Despite the way customers shop changing drastically this year, some old habits still die hard, with people still drawn to trusted brands– making the legendary Pot Noodle a natural go-to.

Not only has the brand reimagined itself as a nutritional option, but also as a midweek treat that’s big on flavour – instant satisfaction instead of having to cook from scratch three times a day at home.

There are now 1.76 billion eating-in occasions to cater for, and Pot Noodle’s convenient lunch alternative will provide an eye-catching feature in any retailers offers in the aisles.

The brand will also attract fans from back-when who enjoyed a quick and easy meal during their student days and are now nostalgically tempted to relive their memories.

Adam Woolf, brand director for quick meals, snacks and soups (QMS&S) at Premier Foods, also agrees that food manufacturers must continue providing as many variants of best-selling brands as possible going forward.

He commented: “The long-term impact that Covid-19 will have on the industry remains to be seen, but one of the most significant changes that came from lockdown almost immediately in this category was the move towards convenient options that can be prepared at home.

“As lockdown restrictions ease, there are still a large number of unknowns around how people will choose to adapt and if working from home is a trend that is here to stay.

“As a result of people eating more meals at home and turning to convenient solutions that work around their changing routines, we have seen strong (+10 per cent) category growth in the lunch time occasion [IRI].”

Premier Foods’ Batchelors range as a whole has experienced a restructure and growth across different formats, with blocked noodles and noodle pots enjoying a big sales boost(+19 per cent and +8 per cent respectively).

That being said, it is Batchelors Super Noodles Blocks that are performing particularly well, up an impressive +27 per cent [IRI 52w/e 25/05/19].

Their big hit has meant Premier Foods is rolling out a larger 100g pot format across its much-loved line-up, following the successful launch of BIG Pots into its Pasta ‘n’ Sauce range last October.

The new pots cater to this growing demand by offering the “Super Tasty” flavours customers expect of Super Noodles, in a 33 per centlarger size.

Available in three flavours – Chicken, BBQ Beef and Curry – this Batchelors range helps meet the rising demand for more filling, speedy meal solutions.

Offering a convenient meal solution, large pot snacks are one of the fastest growing formats in the sector at +18 per cent, due to shoppers looking for products that will satisfy a bigger appetite.

Building on the popularity of soba, Batchelors has now released this variant in within the noodle blocks, with chilli, teriyaki and other flavours on sale for shoppers to try at home.

This is reflected in Nissin portfolio’s performance, which has grown +85 per cent this year, resulting in the Soba Pots now being worth over £10million.

For customers looking for a dinner that tastes as good as their favourite takeaway for a fraction of the price, retailers should add Nissin Cup Noodles to their stock.

The Seafood variant contains real squid, along with Pork Tonkotsu, tapping into consumers’ love of unexpected ingredients within convenience-based foods.

Adam Woolf, brand director for quick meals, snacks and soups at Premier Foods, comments: “Our new BIG Pot format has helped us to enrich the range and will attract a different shopper to the category.

“Larger pots tend to be bought by younger people, predominantly males, versus the core range.

“With our Super Noodles Chicken Pot now the sixth biggest pot SKU in the category (3), it was a natural choice to add the flavour to our BIG format, alongside our other best-selling pots.”

Contained in fully recyclable packaging, BIG Super Noodles Pots are available now with an MRSP of £1.39.

Conclusion

You have to wonder what the UK would have been like if pasta, rice and noodles did not exist during lockdown.

What categories would have been filling people’s baskets instead, and which cuisines would have been the most popular to recreate from home?

For many households, pasta, rice and noodles have been part of their staple diet for a whole lifetime, as well as serving as a lifeline to furloughed families since the lockdown in March.

The convenience sector is once again proving to consumers that they can and will continue to provide the must-have food items to make lives of locals a little easier.

Home cooking is in but on a much higher-speed setting,while still providing big flavour and high quality enjoyed in restaurants and takeaways.

Days might be getting shorter and colder but shoppers clearly have more occasions and incentives to concoct more daring and exotic dishes.

Retailers can help consumers recreate beloved comfort foods from across the globe with a range of products that cater to every shopper’s desired cooking time and on-trend flavours.

They say that hardest things in life don’t come easily, but we can at least say that c-stores who market a varied, easy-to-prepare food section will certainly be helping customers through these hard times.