COMPETITIVE LANDSCAPE
The leading brand’s offer is strengthened by product innovation in 2025
Tong Seng Produce is projected to post a small increase in retail value share over 2025 to remain the leading player in rice, pasta and noodles at the end of the review period, closely followed by PSC Corp, which is also seeing retail value share growth. Tong Seng Produce is present in rice with its flagship brand, Songhe.
Private label underpins the performance of NTUC FairPrice Co-operative
Third-ranked NTUC FairPrice Co-operative is projected to see the highest overall growth in retail value sales over 2025, albeit only marginally ahead of the top two players. The company’s strength lies in its private label range, which spans multiple categories, including rice and instant noodles.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in Singapore 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 Singapore, 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 Singapore 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 Singapore?
- Which are the leading brands in Rice, Pasta and Noodles in Singapore?
- How are products distributed in Rice, Pasta and Noodles in Singapore?
- 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 Singapore?
- 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 Singapore - Category analysis
KEY DATA FINDINGS
Premiumisation lifts retail value sales as consumer preferences become more sophisticated
Rice dominates but instant noodles sees significant new product development
Rising interest in Western-style cooking and premiumisation spur dried pasta
A level of maturity in key categories is set to constrain the overall growth trajectory
Nutri-Grade labelling and advertising regulations to be extended to a range of food items, including instant noodles
Foodservice tie-ups to remain a key way to drive consumer engagement and momentum
The leading brand’s offer is strengthened by product innovation in 2025
Private label underpins the performance of NTUC FairPrice Co-operative
Supermarkets dominate distribution with extensive assortments and high accessibility
Fast development of online platforms penetrates the distribution of rice, pasta and noodles
Staple Foods in Singapore - Industry Overview
Premiumisation and innovation amidst maturity spur retail value over volume sales growth
KEY DATA FINDINGS
Dried pasta and muesli and granola see the highest growth in retail value sales
Premiumisation and flavour profiles stimulate baked goods and instant noodles
Convenience underpins new launches in baked goods and frozen processed poultry
State support and new entries offer growth opportunities
New offerings to cater to an increasingly health-conscious consumer base
The foodservice tie-up is expected to remain a key strategy
PSC Corp leverages strength in tofu to lead staple foods
Shift in dietary preferences boosts the performance of Weetabix’s Alpen
Supermarkets develop through digitalisation, strategic partnerships and value propositions
Functionality, accessibility and safety improvements are behind e-commerce’s strong retail value sales growth
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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