Pasta and Couscous Market By Product Type (Pasta, Couscous), By Distribution Channel (Supermarkets/Hypermarkets, Online Retailers, Convenience Stores, Specialty Stores, Direct Sales), By End-Use (Residential, Food Service, Institutional), and By Region; Global Insights & Forecast (2023 – 2030)

As per Intent Market Research, the Pasta and Couscous Market was valued at USD 34.8 Billion in 2024-e and will surpass USD 46.3 Billion by 2030; growing at a CAGR of 4.8% during 2025-2030.

The pasta and couscous market continues to witness significant growth due to changing consumer preferences, increased demand for convenience foods, and a rising interest in healthier eating habits. Both pasta and couscous, being staples in many cuisines worldwide, have experienced shifts toward more diverse types, such as gluten-free and organic variants. The market is also benefitting from the growing inclination toward Mediterranean diets, driven by their health benefits. While pasta remains a leading product, couscous is increasingly recognized for its versatility and ease of preparation, contributing to its expanding presence in both domestic and foodservice settings.

Pasta Segment is Largest Owing to its Versatility and Popularity

Among the various pasta subsegments, dried pasta is by far the largest in terms of market share. This dominance can be attributed to its long shelf life, convenience, and widespread availability. Dried pasta is widely consumed across residential, food service, and institutional segments due to its affordability and ease of preparation. With a variety of shapes and sizes, dried pasta can cater to a wide range of consumer preferences, making it a versatile ingredient in both traditional and contemporary cuisines. Additionally, the global consumption of pasta is steadily increasing, particularly in regions such as North America and Europe, where pasta is a staple in daily meals.

The growing demand for dried pasta is also fueled by the rise of fast-paced lifestyles, where convenience plays a significant role in food choices. Consumers are increasingly seeking ready-to-cook meals, and dried pasta fits perfectly into this category. Furthermore, the expansion of retail channels offering dried pasta products, including supermarkets and online platforms, has further fueled its market growth. As such, dried pasta continues to dominate the pasta market and is expected to maintain its leading position through 2030.

Couscous Segment is Fastest Growing Owing to its Versatility and Health Benefits

In the couscous segment, instant couscous is experiencing the fastest growth. This is driven by increasing consumer preference for quick, easy-to-prepare meals. Instant couscous provides a perfect solution for busy consumers looking to enjoy a nutritious and flavorful meal without the long cooking times associated with traditional couscous. Instant couscous can be prepared in just a few minutes, making it an ideal option for both residential and foodservice applications. Its health appeal, being high in fiber and low in fat, also contributes to its rising popularity, especially among health-conscious individuals.

As consumers become more aware of the nutritional benefits of couscous, the demand for instant couscous is expected to rise. Additionally, it fits well within the growing trend of plant-based eating and Mediterranean diets, which has been instrumental in boosting its popularity in various regions, including Europe and North America. The versatility of couscous, along with its ability to complement a range of flavors and cuisines, positions it as a versatile pantry staple for many households.

Supermarkets/Hypermarkets Segment is Largest Owing to Convenience

Within the distribution channels for pasta and couscous, supermarkets and hypermarkets dominate the market. These retail formats account for the largest share due to their wide reach and the convenience they offer consumers. Supermarkets and hypermarkets are one-stop shopping destinations that allow consumers to easily find a variety of pasta and couscous products. These retail outlets also offer bulk purchasing options, which further appeal to households and foodservice businesses.

Supermarkets and hypermarkets benefit from their established supply chains and large customer bases. The availability of well-known brands, combined with attractive pricing, has reinforced the dominance of this channel. Additionally, the increasing availability of specialty pasta and couscous varieties, including gluten-free and organic options, within supermarkets is driving growth. As the demand for convenience continues to rise, supermarkets and hypermarkets are expected to remain the largest and most preferred distribution channel for pasta and couscous products.

Food Service Segment is Fastest Growing Owing to Increased Demand from Restaurants

Among the end-use segments, food service is the fastest-growing sector within the pasta and couscous market. The growth of the food service industry is driven by the increasing number of quick-service restaurants (QSRs), fast-casual dining establishments, and global restaurant chains offering pasta and couscous dishes as part of their menus. Pasta, in particular, is a staple in many fast-casual restaurants, as it can be prepared quickly and is highly customizable with different sauces, proteins, and vegetables.

The versatility and cost-effectiveness of pasta and couscous make them ideal for food service businesses looking to offer a variety of meal options. As the global food service industry continues to expand, especially in emerging markets, the demand for pasta and couscous in this segment is expected to increase. Additionally, the growing trend of healthier eating in restaurants, along with the rise of plant-based and Mediterranean diets, is further propelling the consumption of couscous and pasta in food service establishments.

Asia-Pacific Region is Fastest Growing Owing to Rising Consumption

The Asia-Pacific region is experiencing the fastest growth in the pasta and couscous market. While pasta and couscous are traditionally more popular in Western countries, their consumption has been increasing rapidly in Asia due to changing eating habits and the growing influence of Western cuisines. In particular, countries like China, India, and Japan are seeing rising demand for pasta and couscous as part of their expanding consumer markets.

The growing middle class, urbanization, and an increasing preference for convenience foods are key factors contributing to this growth. Additionally, the rise of Western-style fast-food chains and restaurants in the region is promoting pasta and couscous consumption. As disposable incomes rise and consumers seek quick and easy meal solutions, the Asia-Pacific region is expected to continue leading growth in the pasta and couscous market.

Leading Companies and Competitive Landscape

The pasta and couscous market is highly competitive, with several global players dominating the landscape. Key players in the market include Barilla Group, De Cecco, Nestlé, Ebro Foods, and Kraft Heinz, among others. These companies are continually innovating to cater to changing consumer preferences, including the introduction of gluten-free, organic, and plant-based pasta and couscous options. Major companies are also focusing on expanding their distribution channels, including online platforms, to reach a larger consumer base.

The competitive landscape is characterized by strategic partnerships, acquisitions, and product innovations. For instance, Barilla has recently expanded its range of gluten-free pasta to meet the rising demand for healthier alternatives. Similarly, Ebro Foods has been acquiring regional brands to strengthen its market position and expand its product offerings. As consumer preferences continue to evolve, these companies are focusing on sustainability, with many committing to eco-friendly packaging and ethical sourcing practices.

List of Leading Companies:

• Barilla Group
• De Cecco
• Nestlé
• Ebro Foods
• Group Pasta Zara
• Pastificio Lucio Garofalo
• Kraft Heinz Company
• ConAgra Foods
• Bionaturae
• Rummo S.p.A.
• Prince Pasta
• Al Dente Pasta
• La Molisana
• Lazzaretti
• Italpasta

Recent Developments:

• Barilla has announced the launch of a new range of gluten-free pasta to meet growing consumer demand for healthier alternatives.
• Ebro Foods has acquired the well-known Italian pasta brand, Pastificio Lucio Garofalo, strengthening its position in the premium pasta market.
• Nestlé has expanded its product portfolio by launching instant couscous in the U.S., catering to the growing demand for convenient, healthy food options.
• De Cecco announced a new initiative to reduce its environmental footprint by switching to 100% recyclable packaging for its pasta products.
• Kraft Heinz has entered into a strategic partnership with major foodservice chains to offer pre-cooked pasta products, enhancing its presence in the foodservice market.

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