COMPETITIVE LANDSCAPE
Leading retailers maintain dominance despite share erosion
Carrefour, Delhaize, and Colruyt remained the dominant players across the rice, pasta and noodles category, leveraging their extensive distribution networks and well-established private label ranges. However, they recorded a slight share loss in 2025, partly due to the temporary drop in pasta unit prices, which limited overall value performance.
GranFood drives growth through Asian-inspired innovation
GranFood emerged as the most dynamic company in 2025 with its Saitaku brand, which focuses exclusively on plain noodles. The brand capitalised on the rising popularity of Asian cuisine and benefited from improved retail visibility, both in mainstream supermarkets and specialist food channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Rice, Pasta and Noodles industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Rice, Pasta and Noodles in Belgium report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Rice, Pasta and Noodles in Belgium?
- Which are the leading brands in Rice, Pasta and Noodles in Belgium?
- How are products distributed in Rice, Pasta and Noodles in Belgium?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Rice, Pasta and Noodles?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Belgium?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Rice, Pasta and Noodles in Belgium - Category analysis
KEY DATA FINDINGS
Pasta leads growth amid falling prices and strong innovation
Market shaped by affordability, variety, and lifestyle
Noodles benefit from the rise of Asian gastronomy
Steady growth supported by premiumisation and global tastes
Health and wellness claims evolve toward functionality and tolerance
Sustainability and local sourcing gain importance
Leading retailers maintain dominance despite share erosion
GranFood drives growth through Asian-inspired innovation
Supermarkets dominate, supported by broader opening hours
E-commerce continues to expand from a small base
Staple Foods in Belgium - Industry Overview
Economic stability and evolving eating habits support steady growth
KEY DATA FINDINGS
Indulgence, local sourcing, and naturalness define consumer choices
Consumers balance wellness, value, and sustainability
Plant-based innovation and clean labels drive category evolution
Naturalness and premium simplicity to guide future growth
Shifts in consumption patterns and retail dynamics
Artisanal producers retain leadership through quality and tradition
Innovation and sustainability drive growth in plant-based products
Supermarkets consolidate their leading role through flexibility and accessibility
E-commerce expands through convenience and premium differentiation
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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