The Pasta And Couscous Market, estimated at USD 37.14 Bn in 2025, is expected to exhibit a CAGR of 5.1% and reach USD 52.64 Bn by 2032.
The Food and Beverages sector is driving global growth, balancing rising consumer demand for sustainable, healthier options with industry investments in digital transformation, e-commerce, and supply chain innovation.
Market Dynamics-
Global pasta and couscous market growth is primarily driven by growing demand for healthy and convenient food products as well as increasing health consciousness among consumers worldwide. Pasta and couscous products are considered healthier alternatives to rice, noodles and other grain-based foods as these are rich in complex carbohydrates and contain some number of proteins and fibers. This makes them more filling and satisfying. Moreover, busy consumer lifestyles have increased the demand for quick and easy to cook meals. Pasta and couscous’s cooking time is relatively less as compared to other grains. Market players are also introducing innovative flavors and formats such as penne, fusilli, whole wheat couscous, and others to cater to changing consumer preferences. However, availability of substitutes such as quinoa, millets and brown rice can hamper the market growth during the forecast period.
Growing health awareness boosts demand for healthy pasta and couscous options
Global pasta and couscous market growth is driven by increasing health awareness among consumers. People are becoming more conscious about adding healthy ingredients to their diets and limiting foods high in carbs and calories. To tap into this growing demand for pasta and couscous, manufacturers are introducing low-calorie, high-protein and gluten-free pasta varieties made from vegetables, lentils and chickpeas. These are also fortifying pasta with extra nutrients like fiber, vitamins and minerals. This allows consumers to enjoy their favorite dishes while also meeting their wellness goals. As obesity and diet-related diseases rises worldwide, there will be huge demand for healthier pasta options.
Increasing popularity of ethnic cuisines boosts demand for international pasta varieties
Global pasta and couscous market growth is driven by rising popularity of ethnic cuisines from different parts of the world. Younger consumers are more willing to experiment with foods outside their usual diet. This has translated into growing interest in international pasta styles like Israeli couscous, Asian rice noodles and Mexican pasta made from corn and vegetables. To capitalize on this trend, manufacturers are broadening their product portfolios to include more exotic varieties and flavors from global cuisines. The expansion of online shopping has also made it easier for people to access diverse pasta options from different regions. As cultural curiosity and fusion cooking trends increase worldwide, there will be huge demand for international pasta.
Rising food costs poses challenges for market growth
Global pasta and couscous market growth can be hampered due to rising global food costs. Wheat and durum wheat - the key raw materials for pasta production - are subject to price volatility caused by adverse weather conditions, supply shortages and geopolitical issues. Pasta manufacturers have to carefully balance wheat procurement costs and retail prices. Otherwise, extremely high input costs can reduce profit margins. Consumers may switch to cheaper grain-based products when pasta becomes less affordable. Therefore, fluctuating agricultural commodity rates act as a restraint that the industry must overcome to thrive.
Strong competition from substitute products limiting market growth
Global pasta and couscous market also faces stiff competition from a wide variety of substitute products. Quinoa, barley, millet and oats have emerged as popular alternative grains that can be cooked similarly to couscous and rice. Plant-based meat offerings provide a competitive protein-rich option to pasta dishes. Ready-to-eat rice and canned soups serve as convenient substitutes for pasta salads and casseroles requiring more preparation. Even within wheat category, products like biscuits, breads and baked snacks attract consumers seeking portable meal solutions. With plentiful alternatives available at different price points, it remains a challenge for pasta brands to convince buyers who have more choice than ever. This competitive restraint needs to be addressed through compelling marketing, innovation and taste/nutrition superiority.
Growing demand for convenient meal solutions opening new opportunities
Due to busy modern lifestyles, there has been massive opportunity for pasta companies to capitalize on the demand for easy weeknight dinners and portable breakfast/lunch options. Working professionals and parents with little time to cook have become a highly lucrative demographic seeking convenient yet healthy multi-serving meals. Ready-to-eat pouches of tomato sauce, pesto and other classic pasta condiments have gained popularity for a quick boost of flavor. On-trend formats such as protein-packed pasta bowls, customized subscription boxes and snack pots are poised to disrupt the category. Companies adapting to changing consumer needs can witness ample opportunities for growth.
Online retail boom expanding global market reach
The pandemic-driven rise of e-commerce has provided pasta brands with unprecedented opportunities to reach global buyers. Historically, foreign markets faced logistical challenges and little awareness of specific regional products. However, internet retail platforms allow small producers to immediately expose their unique offers to a huge worldwide customer base. Diners are keen to purchase authentic styles that are unavailable locally. Livestreaming, reviews, and targeted digital ads assist to generate excitement for foreign flavors, while online grocery delivery and meal kit services eliminate geographical restrictions. Emerging countries such as India, the Middle East, and parts of Africa have enormous potential as per capita pasta consumption rises.
Link - https://www.coherentmarketinsights.com/market-insight/pasta-and-couscous-market-3578
Key Developments-
- In January 2023, the Raji family holding business, T-Man Holding, a company that is well-known for having exclusive distribution rights for the brands "Amgalita," "Monte Regale," and "Panzani," announced the opening of a pasta and couscous plant for both the domestic and foreign markets
Key Players-
The Hain Celestial Group, Inc., Valeo Foods Group Limited, Pastificio Antonio Pallante S.R.L., Pasta Foods Ltd., US Durum Products Ltd., Regina Pasta & Food Industries, Nestle S.A., Ebro Foods S.A, Weikfield Foods Pvt. Ltd., and ITC Foods Limited
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