The pasta market - France

Pasta is a food made from flour, durum wheat semolina, water, salt, and sometimes eggs, other cereals or legumes, and various forages. Pasta is a staple of the French diet, with 70% eating it at least once a week, and each inhabitant consuming an average of 8.6 kilos a year. The French pasta market proved dynamic in 2023. Sales of dry pasta rose by 11% in value and 1% in volume. In supermarkets, pasta accounts for almost twice as much as rice and four times as much as semolina and cereals. At the same time, the fresh pasta segment grew by 14.4% in value and 4.8% in volume. Although smaller in size, this segment has grown three to four times faster than dry pasta in recent years. It is attracting more and more players, such as the giant Panzani, which entered the market in 2024. The success of fresh pasta reflects the French people's desire to consume "better", by turning to higher-quality products. Premium pasta grew by 11.7% in 2023. This desire, which has been palpable for several years, may however come up against inflation, which has caused sales of organic pasta, for example, to fall by 9.8% in 2023. The retail price of a kilo of pasta increased by 43% between 2021 and 2023, due to the rising cost of raw materials (wheat, eggs). However, inflation seems to be coming to an end in 2024. The sector is highly concentrated in France, with a handful of brands dominating the market: Panzani and Barilla for dry pasta, Lustucru and Rana for fresh pasta. Their main competitors are private labels, which have taken advantage of inflation to promote their lower prices and win market share. For national brands, the challenge of moving upmarket is twofold: to meet consumer expectations and to stand out from private labels. Made in France and the use of "tricolore" durum wheat - championed by French pastiers such as Panzani, Lustucru and Alpina Savoie -, the launch of new products, and the broadening of ranges into new segments are all part of this strategy.the launch of new products, and the expansion of ranges into premium or innovative segments, such as vegetable pasta, all represent opportune levers for market players to activate.