COMPETITIVE LANDSCAPE
James Crisp leverages SunRice and demographic shifts to consolidate rice leadership
James Crisp Ltd remained the leading player in rice, pasta and noodles, underpinned by the continued strength of its SunRice portfolio. The brand benefitted from both structural and cultural shifts affecting rice consumption in New Zealand.
Woolworths accelerates private label and chilled innovation to strengthen its role
Woolworths emerged as one of the most dynamic players in the rice, pasta and noodles category, even as its overall share edged slightly lower. Since rebranding from Countdown, the retailer has steadily increased the visibility and depth of its private label ranges, using them as a key lever to respond to consumer concerns about rising food prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Rice, Pasta and Noodles in New Zealand?
- How are products distributed in Rice, Pasta and Noodles in New Zealand?
- 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 New Zealand?
- 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 New Zealand - Category analysis
KEY DATA FINDINGS
Home cooking, value-seeking and multicultural eating underpin robust category growth
Home cooking and value polarisation support ongoing category expansion
Pasta outperforms as chilled formats and premium offerings gain visibility
Category set for continued expansion as pasta and rice lead forecast growth
Health-led innovation reshapes dried pasta and noodle offerings
Chilled pasta innovation broadens fresh, convenient meal solutions
James Crisp leverages SunRice and demographic shifts to consolidate rice leadership
Woolworths accelerates private label and chilled innovation to strengthen its role
Supermarkets remain central as value, promotions and private label shape shopping patterns
Shift toward larger formats and online reordering reshapes secondary channels
Staple Foods in New Zealand - Industry Overview
Economic pressures, shifting dietary priorities and evolving retail strategies shape performance in 2025
KEY DATA FINDINGS
Health, naturalness and sustainability reshape expectations of everyday staples
Retailers expand curated free-from and plant-forward assortments to support conscious shopping
Reassessment of plant-based credentials shifts focus from hype to authenticity and quality
Steady growth outlook supported by economic recovery, home-cooking habits and value-seeking behaviour
Innovation will centre on wellness, functionality and credible sustainability
Private label expansion and evolving retail strategies will reshape competition and channel dynamics
Goodman Fielder reinforces leadership through portfolio breadth, health positioning and brand revitalisation
Foodstuffs capitalises on private label strength and value positioning amid cost-of-living pressures
Supermarkets remain dominant but face mounting scrutiny and pressure for structural reform
E-commerce grows gradually as retailers refine delivery models and consumers weigh cost versus convenience
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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