COMPETITIVE LANDSCAPE
Dufil Prima Foods leads with a strong noodles and pasta portfolio
In 2025, Dufil Prima Foods’s overall leadership in retail value terms was based primarily on its ownership of the very popular Indomie noodles brand. The company has ensured that the brand is visible in major retail outlets, particularly through a focus on good incentives for distributors, below-the-line advertisements, consumer promotions, and availability in a variety of pack sizes and flavours.
BUA Foods leverages competitive prices and strong production capacity to perform well
BUA Foods registered the highest increase in retail value share in rice, pasta and noodles in 2025, albeit marginally ahead of Dufil Prima Foods and Flour Mills of Nigeria. The company was named the "Most Valuable Indigenous Food Company" at the 2024 BrandCom Awards.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Nigeria 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 Nigeria, 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 Nigeria 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 Nigeria?
- Which are the leading brands in Rice, Pasta and Noodles in Nigeria?
- How are products distributed in Rice, Pasta and Noodles in Nigeria?
- 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 Nigeria?
- 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 Nigeria - Category analysis
KEY DATA FINDINGS
Slower unit price increases boost retail volume sales
More essential perception supports interest in packaged products
Pasta exploits room for development and growth
Packaged rice and pasta retain the scope to capture more consumers
Players to partner with innovative complements to boost the profile and appeal of their products
Push to strengthen the distribution of packaged rice
Dufil Prima Foods leads with a strong noodles and pasta portfolio
BUA Foods leverages competitive prices and strong production capacity to perform well
Proximity and small purchase tendency help small local grocers to resist modern grocery retailers
Supermarkets offer wide assortments and convenience
Staple Foods in Nigeria - Industry Overview
Slower price increases push a rebound in demand
KEY DATA FINDINGS
Focus on essentials and affordability in a still tough economic situation
Bokku! emerges with a good quality, economy-based offer
Health concerns play a growing role in consumers’ purchasing decisions
Improving economic conditions to boost the demand for staple foods
Strong company activity to develop and grow staple foods in Nigeria
Ongoing gradual shift to modern retail channels
Local companies dominate the competitive landscape
Local companies invest to make gains
Small local grocers dominate despite increasing competition from modern retail formats
Foodservice benefits from easing inflation and a consistent customer base
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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