PASTA AND COUSCOUS MARKET ANALYSIS

Global pasta and couscous market faces intense competition from well-established players. Being a commodity market, it is difficult for brands to differentiate themselves. The major brands spend heavily on marketing and have built brand loyalty over decades. This makes it challenging for new entrants to gain market share. According to data from the UN Food and Agriculture Organization, global per capita pasta consumption changed little between 2010 and 2020, increasing just 3%. Similarly, couscous consumption saw negligible growth over this period. Without disruption from novel products or new categories, consumers have fewer reasons to switch from their usual choices. The stagnant demand makes it challenging for any company in this space to achieve above-average growth.

Market Opportunity- Expansion in emerging markets

Pasta and couscous companies can witness growth opportunities by expanding their footprint in emerging markets. Countries like India, China, Brazil, Indonesia, and others have large populations but per capita pasta consumption is still relatively low compared to global averages. Rapid urbanization and rising disposable incomes in these regions are increasing the demand for convenience food products. According to the World Bank, the populations of India, Nigeria, Indonesia and other emerging market nations are expected to continue expanding rapidly between now and 2030. As the young workforces in these countries earn more, their food spending habits will likely follow global patterns of gravitation towards packaged goods. By strategically investing in these high potential growth markets, companies can boost volumes, offset challenges in the west and unlock future revenues. This presents an enormous opportunity for pasta and couscous suppliers to drive the next phase of industry expansion.