Future-proofing the pasta, rice and cooking sauce sector

Rising costs across the board are evolving consumer trends in 2023, with customers choosing to dine in and save money with storecupboard staples such as rice, pasta and cooking sauces. But premium quality, health and sustainability continue to be the key drivers of consumer choice, and independents are well placed to cater to demand.

The cost-of-living effect
The cost-of-living crisis has had a significant effect on food and drink across the board, but one key product that skyrocketed in price was wheat – a fundamental ingredient for pasta. This pushed up the price of basic storecupboard staples throughout 2022 and into 2023.

Indeed, as Athena Lee, marketing manager at ShelfNow, explains, “The cost-of-living crisis has had a significant impact on the purchasing behaviour of shoppers when it comes to staples like pasta, rice, and cooking sauces. With rising costs and financial constraints, consumers are becoming more price-conscious to eat out and seeking ways to stretch their budgets while still meeting their essential needs.

“As a result, we have observed a notable increase in the sales of low-price items in the pasta, rice, and cooking sauce categories. Over the past three months, there has been a substantial 50% increase in the sales of low-price items. This surge in demand for affordable options can be attributed to shoppers looking for more budget-friendly choices without compromising on quality.”

According to Claire Harcup, head of sales and marketing at Sun Valley Rice, “Consumers are now often buying larger packs of rice and often catering sizes which provide better value for money. Consumers are shopping around, and even though microwavable pouch sales have slowed, they still offer convenience for time poor cooks.”

The financial crisis has also changed the way shoppers are consuming food, with them choosing to cook at home more often – favouring staples such as pasta, rice and cooking sauces to create meals. “The cost-of-living crisis has prompted consumers to evaluate their spending habits and prioritise value for money,” Athena tells Speciality Food.

“In general, we observed a notable 28.57% increase in home cooking ingredients. As consumers seek to save money and exercise more control over their food budgets, the popularity of preparing meals at home has soared.”

But Peri Eagleton, founder of Seggiano, has noticed that consumers are still trying new things despite tightened purse strings. “Best-sellers like the Seggiano Raw Basil Pesto, the Italian Extra Virgin Olive Oil, tomato-based sauces such as the Organic Melanzane Pasta Sauce and the organic pasta range remain popular at Seggiano, but there is also more demand for less mainstream products such as gluten-free pasta and flavoured oils that can elevate an inexpensive meal to a new level,” she explains.

The importance of quality
Despite financial challenges, shoppers are still looking for something special in 2023, even when it comes to storecupboard staples.

As Athena explains, “Authenticity is a significant factor for consumers when it comes to home cooking ingredients. Whether it’s a traditional Italian pasta sauce or premium Greek olive oil, consumers want products that deliver an authentic taste experience, reminiscent of homemade or restaurant-quality meals.”

For Finn Dunlop, group buying manager at Macknade, the most important thing is that customers can trust the independent retailer to provide quality and value. “Whether shopping for a bag of pasta or a tin of tomatoes, given the volatility of food prices and the world in general over the last few years, what customers want more than anything is trust.

“Trust that we will continue to deliver quality and value in tandem, trust that we have considered the environmental, social and ethical impact, and trust that we will continue to innovate our range.”

Demand for healthy, sustainable options
Consumers have not abandoned their environmental and health concerns in the cost-of-living crisis, instead, they continue to make it a focus in 2023.

“As consumers become increasingly aware of how their diets impact their health and with many converting to vegetarianism and veganism, health remains one of the driving factors for consumer choice and a willingness to be adventurous with ingredients and cooking,” Peri tells Speciality Food.

Indeed, according to Athena, “Consumers are placing a strong emphasis on high-quality ingredients in their pasta, rice, and cooking sauces. They want products that are made with authentic, natural, and wholesome ingredients, free from artificial additives or preservatives.

“The demand for transparency in ingredient sourcing and production methods is on the rise, as consumers prioritize products that align with their health-conscious and environmentally-friendly lifestyles.”

It’s not just consumers’ own health that is a concern – they are also looking for ways to help their children eat better. Olive Walker, marketing executive at Windmill Organics, explains, “Our new range, ‘Little Foodies’, focuses on fun foods that are nutritious and engaging for younger children with an aim to make delicious food easier to prepare.

“We recognise the need to teach children healthy eating habits early on and inform them of the importance of protecting our environment. We understand the need for quick, easy, healthy meals that are good for you, great for the planet.”

Pasta brands are innovating in this space to offer nutritious and sustainable staples, and one brand certainly doing this is Pastifico Carleschi. Pasta is primarily made from durum wheat, a grain that does not do well in the UK climate.

“You have to import it, meaning more carbon in your process, longer supply chains — we didn’t want to copy what everyone else is doing, just multiplying those problems,” says founder Giovanni Carleschi.

“That made us search for grains that were grown right here in Britain, which means less food miles to produce, better for the soil, but also, something very different in terms of texture and taste.

“Spelt, emmer, einkorn — they are not usually associated with pasta making, but they really do create a pasta that is unique — with a much more interesting flavour, texture and nutritional benefits than simply having a wholegrain version of the typical pack of spaghetti.”

Looking to the future
Of course, the pasta and rice industry is heavily affected by the cost-of-living crisis, but as inflation gradually drops, consumers will continue to look for quality, sustainability and health.

As Peri explains, “Products with true sustainability credentials are beneficial to the health of consumers, meaning those who have the means to put the health of their bodies and environmental awareness above cost, will always drive demand for sustainable products through independent retailers.

“There is currently an appetite for less processed, healthy and highly sustainable products among consumers. The wide range of Seggiano products caters to all health conscious and sustainably minded consumers with the majority of its products certified vegan and many organic choices.”

Indeed, sustainability is the way to future-proof the food industry, with pasta and rice being important parts of this.

“We all took notice of the slow-food idea, the idea of ‘farm to fork’. It was a good start, but that’s not enough if we want to protect biodiversity in our food chains,” says Giovanni.

“We love the fact that our producers are using grains that are totally right for the soil they have, with no modern ‘help’. And they are not driven by yield alone, so they are not pulling all those amazing nutrients out of the soil, they really are looking to future-proof their production.”