Pasta & Couscous Market on Track to See Elevated Global Demand by 2033 - Persistence Market Research

The global pasta and couscous market is undergoing a transformation, with rising consumer demand for convenient, healthy, and affordable meal solutions reshaping its landscape. Pasta, in particular, is expected to rank high on the attractiveness index by the end of 2026, driven by its accessibility, versatility, and growing perception as a nutritious food. In 2017, the pasta segment alone accounted for revenues exceeding US$ 20 billion and is projected to grow at a CAGR of 3.6%, surpassing US$ 30 billion by 2026. Pasta is set to remain the dominant product in this market, expected to hold over 70% revenue share by the forecast period's conclusion.

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The Asia Pacific and Middle Eastern markets are emerging as key regions due to the increasing presence of young and working consumers seeking easy-to-prepare and healthy food options. Rising disposable incomes and urbanization trends further boost demand, making pasta and couscous highly favored staples. North America continues to be a strong market leader, particularly in the U.S., where the pasta segment is projected to generate over US$ 7 billion by 2026. The increasing demand for gluten-free, high-protein, and low-calorie pasta variants is significantly reshaping market dynamics.

Key Highlights from the Report

➤ Pasta is expected to remain the dominant product, accounting for more than 70% of total market revenue by 2026.
➤ The pasta segment is projected to exceed US$ 30 Bn by 2026, growing at a CAGR of 3.6%.
➤ North America leads the regional market, with projected pasta sales of over US$ 7 Bn by 2026.
➤ Asia Pacific shows rapid growth due to rising demand for convenient and healthy food options.
➤ Growing popularity of gluten-free, whole grain, and fortified pasta is expanding consumer base.
➤ The expanding organized retail sector, particularly in emerging economies, is fueling market growth.

Market Segmentation

The pasta and couscous market is segmented across various criteria including product type, raw materials, distribution channels, regions, and form.

By Product Type, the market includes Pasta (such as Ravioli, Macaroni, Angel Hair, Spaghetti, Farfalle, Fusilli, Penne, and others) and Couscous (Traditional and Whole Grain). Pasta remains the most consumed variant owing to its global culinary appeal and affordability.

Based on Raw Material, segments include 100% Durum Wheat Semolina, 100% Wheat, Mix (Durum & Wheat), 100% Barley, 100% Rice, 100% Maize, Multigrain, and Others. Durum wheat semolina and mixed wheat variants dominate, attributed to their textural and cooking benefits.

In terms of Form, the market is divided into Dried, Fresh/Chilled, and Others. Dried pasta holds the largest share due to its longer shelf life and convenience for storage.

By Distribution Channel, sales occur through Supermarkets/Hypermarkets, Convenience Stores, Unorganized Small Stores, Online Channels, and Others. Supermarkets and online platforms are gaining momentum, especially in urban settings.

Geographically, the market is segmented into North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa, with notable growth in Asia Pacific and sustained dominance in Europe and North America.

Regional Insights

North America continues to dominate the pasta and couscous market, with the pasta segment estimated at over US$ 5 billion in 2017 and projected to exceed US$ 7 billion by 2026. The popularity of organic and gluten-free pasta has helped maintain robust growth.

Europe, being the cultural home of pasta, remains a stronghold, with the segment expected to register a CAGR of 3.5% through 2026. Traditional and premium pasta offerings drive demand, especially in Italy, France, and Germany.

In Asia Pacific, increasing working populations and busy lifestyles contribute to rising demand for instant and healthy meal options. Pasta sales in this region are expected to exceed US$ 1 billion by 2026. Consumer inclination toward Western diets is also influencing purchasing patterns.

Latin America sees steady growth, particularly in Brazil and Argentina, where pasta is part of daily diets. The region is expected to achieve an incremental dollar opportunity of over US$ 2.5 billion between 2016 and 2026.

Middle East and Africa are witnessing slow but steady traction, supported by urbanization and growing retail penetration.

Market Drivers

The pasta and couscous market is primarily driven by consumer preferences for convenient and time-saving meal solutions. With more people living fast-paced lives, particularly working professionals and students, demand for ready-to-cook products like pasta is on the rise. Health trends also play a critical role-consumers are increasingly choosing gluten-free, whole grain, and fortified pasta options due to their perceived health benefits. Moreover, rising disposable incomes, especially in emerging economies, have improved access to packaged food, thereby expanding the consumer base for pasta and couscous.

The availability of raw materials such as wheat, rice, maize, and barley in most regions supports local manufacturing and reduces supply chain dependency. Organized retail growth has further enhanced product accessibility, making pasta a kitchen staple in many households. The popularity of Italian cuisine and Western food culture across regions continues to bolster market demand.

Market Restraints

Despite positive growth, the pasta and couscous market faces several challenges. Rising obesity rates and health concerns have led some consumers to limit carb-heavy foods, including traditional pasta. Additionally, price volatility of raw materials such as durum wheat and global supply chain disruptions can affect production and pricing. There is also strong competition from regional and local brands offering lower-cost alternatives, which can make market penetration difficult for premium or imported pasta brands.

Furthermore, in developing regions, lack of awareness and limited access to high-quality pasta or couscous options can act as a hindrance. Taste preferences in certain cultures may also slow adoption.

Market Opportunities

The market presents several growth opportunities for manufacturers and retailers. There is a rising demand for health-oriented variants such as low-carb, high-protein, multigrain, and fortified pasta. Manufacturers investing in R&D for innovative flavors and nutrient-rich offerings stand to gain a competitive edge.

The online sales channel is another opportunity area, especially post-pandemic, as consumers continue to seek safe and convenient shopping experiences. Strategic partnerships with e-commerce platforms can help brands reach broader audiences.

Sustainability trends are also opening new avenues. Use of eco-friendly packaging and organic ingredients appeals to environmentally conscious consumers, creating value-driven demand.

Reasons to Buy the Report

✔ Understand detailed market segmentation and regional performance to identify high-growth pockets.
✔ Analyze competitive strategies and recent innovations of key market players.
✔ Gain insights into consumer trends shaping the future of pasta and couscous products.
✔ Explore new business opportunities in the evolving health and wellness food space.
✔ Support investment decisions with comprehensive data on market size, forecasts, and trends.

Company Insights

• Barilla Group
• Ebro Foods S.A.
• Nestlé S.A.
• The Kraft Heinz Company
• Bionaturae, LLC
• Pastificio Lucio Garofalo S.p.A.
• Colavita S.p.A.
• ITC Limited
• General Mills Inc.
• Unilever PLC

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