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Summary of our market study
In France, the pasta market is worth around €980 million.
The French pasta market, which is part of the broader starch sector, has seen significant fluctuations since 2020. In 2022, overall pasta sales rose by almost 20% in value, despite a slight 0.5% drop in volume, due in particular to the rise in raw material costs borne by producers and passed on to consumers. This increase is part of a general inflationary trend that has continued into 2023.
Specialized segments such as premium and "well-being" pasta, organic and whole-wheat varieties saw sustained growth, even if the organic sector slowed by 7.5% in 2022.
On the production side, price indices for basic ingredients such as durum wheat and eggs soared, with egg producer prices alone rising by around 81%.
French pasta production is concentrated in the hands of a few large companies, in particular Ebro Foods and its Panzani and Lustucru brands. Italian brand Barilla has strengthened its position, with sales expected to reach 720 million euros by 2022.
French pasta imports come mainly from Italy. French pasta balance in deficit
The French pasta market: trends in a mature industry
In France, pasta holds a dominant position in the food market. With sales of around €980 million, it represents a significant share of the €1.9 billion starch market. Nearly 70% of the population consumes pasta at least once a week.
Among the most popular types of pasta, spaghetti tops the list, followed by penne, fusilli and tagliatelle.
The market is facing competition from substitutes such as quinoa and bulgur.
Players in the sector have successfully weathered a period of rising raw material costs, passing on these price increases to consumers.
The market is highly dependent on the price of raw materials, particularly durum wheat, the main ingredient in most pasta products. Durum wheat and egg prices have risen sharply.
Pasta is mainly distributed through supermarkets, which account for almost 80% of sales.
Pasta types and product positioning vary considerably, from commonly consumed dry pasta to fresh and stuffed varieties. Consumer preferences for segments such as wellness pasta, whole-wheat pasta and gluten-free pasta are on the rise.
The premium segment is growing, and consumers are prepared to pay more for superior quality, despite strong competition from private labels, which attract consumers with lower prices.
Players in the French pasta market
- Ebro Foods - Spanish food conglomerate Ebro Foods, with its Panzani and Lustucru brands, has a 60% market share.
- Saint Jean Eminemment - artisan pasta
- Pastacorp another market player
- Alpina Savoie - specializing in niche segments such as crozets
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Summary and extracts
1 Market overview
1.1 Definition and scope of study
Pasta is a foodstuff made from flour, durum wheat semolina, other cereals, water and sometimes egg and salt. The pasta market is structured around the manufacture and marketing of two types of product: dry pasta and fresh pasta.
The pasta market includes producers of wheat and other raw materials, industrial manufacturers, supermarkets, drives, convenience stores, etc.
On the French market, pasta accounts for 47% of all starchy foods, with domestic consumption reaching 566,616 tonnes in 2022. Pape is a staple of the French diet. It is consumed by most households (penetration rate 95%) and in large quantities (annual consumption 8kg / inhabitant). The pasta market is therefore a mature one.
It is also a highly concentrated market in France. A few major operators, both diversified (Ebro Foods) and specialists in the sector (Pastacorp, Saint Jean), account for over 90% of supply. The remainder of production is dispersed among small, highly fragmented artisanal manufacturers.
The market has recently been boosted by a move upmarket and a consumer craze for premium or "wellness" pasta. in this respect, fresh pasta is enjoying real dynamism, which augurs well for the future of this large-scale market.
Between 2015 and 2021, overall sales by pasta and couscous producers rose by an average of 0.4% in value terms, a rate of growth that was below that of inflation .
However, in 2022, the sector saw a substantial increase in sales, mainly attributable to a significant rise in prices, with an increase of almost20% in terms of value, despite a slight decrease of 0.5% in volume. This success was made possible by the ability of industry players to pass on rising raw material costs to consumers.
Nevertheless, with inflation set to persist into 2023, and Italian competitors such as Barilla making major inroads into the French market, the sector faces major challenges. In addition, the crisis in the organic food sector is having an impact on certain branches of the industry.
1.2 Sluggish growth in the European pasta market
Pasta production in the European Union is currently growing slowly (***) between **** and ****.
Italy holds the lion's share of the pasta production market, with a market share of around **.*%, representing a production of *.* million tonnes of pasta in ****.
Pasta production and consumption European Union, ****-****, thousands of tons Source: ****
1.3 Key figures for the French pasta market
The pasta market within the starch market
Pasta is part of the larger starch market. In ****, in the April-**** special issue (***), LSA conso reveals a market size of *.*** billion euros for starchy foods .
Within the starch market, pasta accounts for the largest share of sales, with ***.** million euros in ****.the market ...
1.4 Foreign trade in pasta
To establish the trade balance for pasta, we use the harmonized customs system, and more specifically code ****: Pasta, whether or not cooked or stuffed with meat or other substances, or otherwise prepared, such as spaghetti, macaroni, noodles, lasagne, gnocchi, ravioli, cannelloni; couscous, whether or not prepared. the UN comtrade site enables ...
1.5 The impact of Covid-19
Covid-** had an impact on pasta sales. Many French people stocked up on pasta during the month of March **** in view of the confinement, which led to a sharp rise in sales, particularly in supermarkets during this period. As a result, the sector's sales surged in March **** to a record level, ...
2 Demand analysis
2.1 Strong demand in France
**% of French people say they eat pasta at least once a week, while **% admit to eating it more than once a week. Among Millennials aged **-**, this figure rises to **%.
Pasta consumption frequency in France France, ****, % of total Source: ****
The favorite pasta of the French is Spaghetti, favored by **% of voters, ...
2.2 Pasta consumers in France
In its February **** study, FranceAgriMer reveals various characteristics of pasta consumers. For example, the chart below reports pasta's share of overall household starch consumption by age of the person responsible for the purchase.
Share of pasta in household starch consumption by age of purchaser France, ****, in % source : Synthèse **** - ...
2.3 Where and when to eat pasta
Finally, the FranceAgriMer study reveals where the French eat the most pasta.
Breakdown of pasta consumption France, ****, in Source: ****
Unsurprisingly, the preferred place of consumption by the French is at home, with only **% of consumption involving snacking or restaurant consumption. As for the time of day when the French consume the ...
2.4 New demand trends: quality in the spotlight
While pasta has long represented an inexpensive dish, aimed primarily at people in a hurry or of modest means, it has now adapted to increasingly demanding consumers. This is a global trend in the agri-food sector: more and more consumers are paying attention to the products they consume, using applications such ...
2.5 Barilla: France's favourite pasta brand
Barilla is France's favorite brand, with **% of those questioned saying they liked it. However, Panzani and Lustucru are the most recognized brands in France, with **.*% and **.*% aided awareness respectively.
France's favorite pasta brand France, ****, in Source: ****
The Panzani brand registers the greatest disparity in appreciation rates between CSP+ and CSP-, a ...
3 Market structure
3.1 Pasta production highly dependent on raw material prices
Producer prices as a market indicator
The vast majority of pasta products are made from a mixture of durum wheat, semolina and water, to which eggs and natural additives may be added. It should be noted, however, that the gluten-free segment and alternative cereals (***) are growing rapidly. The main ingredient on ...
3.2 A highly concentrated French market
A highly concentrated market
The industrial fabric of pasta production is essentially made up of small structures (***), accounts for **% of the sector's sales. The top ten players accounted for almost **%. [***]
The fresh pasta market: as dynamic as ever
Fresh pasta is the most dynamic segment of the pasta market, and the ...
3.3 Pasta distribution in France
In France, the distribution channels preferred by consumers are :
Supermarkets (***) Hard Discount (***)
However, new distribution channels are developing:
Drives and internet purchases account for a growing share of distribution (***), with sites such as Eataly Consumption in local networks, with a return to the roots (***) such as Pastificio Passerini in Paris. These ...
3.4 Competition from private labels and Italian company Barilla
Private labels in the race
Traditional pasta brands are facing increasing competition from supermarkets with their private labels. Private labels enjoy several advantages, the most important of which is often price: they are around ** centimes cheaper than daily pasta. [***]
Retail chains are tending to offer an ever-increasing number of private labels. ...
3.5 Distribution of players in the region
Production players in the region
between **** and ****, the number of establishments rose by around **% to reach a total of ***.
Number of pasta manufacturing establishments France, ****-****, Number of establishments
Over the period from **** to ****, the number of employees remained relatively stable, recording a modest increase of just *%. Thus, in ****, the average ...
4 Offer analysis
4.1 Different types of pasta
The pasta market is made up of different products:
Dry pasta (***) is one of the staple foods of the French. They come in many shapes and sizes: quick-cooking, wholewheat, other cereals, fancy, long, short, various shapes and colors, gluten-free. The most common are spaghetti, coquillettes, penne and farfalle;
Fresh pasta: sold ...
4.2 Product positioning
Shapes
Manufacturers need to master a wide variety of pasta shapes, since the consumer's choice will depend on the type of accompaniment: thin pasta in soups, curved pasta in sauces, smooth pasta with cream.
Producing this or that shape of pasta does not represent any major manufacturing difficulty (***).
Colors
They provide ...
4.3 Average consumer price and price ranges
Despite notable price stability between **** and ****, the year **** saw a significant impact of inflation and rising production costs on consumer prices for pasta and couscous. Indeed, in ****,an increase of **% was recorded in consumer prices, and in ****, this trend became even more pronounced, with a further rise of **.**%.
Over the period ...
4.4 Innovations for consumers
Surfing on the wave of an active search for well-being through healthy eating, the wellness pasta segment has also seen strong growth. [***] Whole-wheat and other cereal-based pasta ranges, as well as gluten-free products, have greatly diversified, fuelling this trend. The organic pasta segment has also seen dynamic growth, as the concern ...
5 Regulations
5.1 General regulations
Pasta legislation According to legifrance.gouv.fr; It is forbidden to sell :
*° Pasta containing more than **.*% water, with the exception of fresh pasta sold under this name; *° Pasta with an acidity content higher than the maximum set by order of the Minister of Agriculture. NOTA : Decree ****-*** of July **, **** art. ...
6 Positioning the players
6.1 Segmentation
If Panzani, the brand of Spanish agri-food leader Ebro Foods, is the undisputed leader of the French market as a whole (***), this is primarily because it dominates the dry pasta segment, the most important in France.
However, in the other segments, other players, particularly foreign ones, take the lion's share. This ...
- Ebro Foods Group
- Pastacorp (Lustucru, Rivoire et Carret)
- Saint Jean
- Barilla
- De Cecco
- Rana (Groupe Giovanni Rana)
- Pastificio Garofalo
- EA Pâtes
- Ateliers bio de Provence - Coquelicot
- SGS AGRAL (mère Maury)
- La Raviole du Dauphin
- Horvat
- Les ravioles des grands goulets
- Galapagos Gourmet
- La Molisana
- Panzani (Cofigeo)
- Alpina Savoie
List of charts presented in this market study
- Production and consumption of pasta
- Breakdown of fresh pasta sales
- Sales trends for pasta and couscous producers
- Pasta consumption frequency in France
- France's favorite pasta dishes in 2021
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Latest news
Fauchon acquired by Breton owner of Gavottes et Traou Mad - 29/05/2024
- Fauchon was recently acquired by the Galapagos family food group, owned by the Tacquard family.
- This group also owns Gavottes, Traou Mad and Fossier.
- Founded in 1886, Fauchon had been owned by Michel Ducros and his family (Eucelia Investments) for twenty years
- - Over 100 million euros in sales
- - 85 points of sale in some 15 countries, directly operated and franchised.
- - Hotel business (two 5-star hotels, a third planned in Riyadh) and education (gastronomy school in Rouen).
- - Relaunch of the catering business in 2022 through a partnership with Grand Chemin Traiteur.
- Galapagos Group
- - Founded in 1990, headquartered in Rennes.
- - Sales of 125 million euros.
- - Production sites in Brittany, Aveyron and Médoc.
- - A dozen brand boutiques in France.
- - 20% of sales generated abroad.
Barilla loses the second round of the cookie war - 02/04/2024
- Date of the Beginning of the Affair: June 2023 - Barilla asks the Court of Brescia to prohibit the sale of nine types of cookies by the Tedesco and Sapori Artigianali companies for excessive similarity to its own products.
- First Degree of Judgment: February 2024 - The Court partially grants Barilla's requests, banning the sale of certain products and the use of certain packaging due to their similarity to Mulino Bianco's products and packaging.
- Second Degree of Judgment: March 18, 2024 - The Court of Brescia dismisses Barilla's complaint and accepts the claims of the Tedesco and Sapori Artigianali companies.
- Arguments of the Reversal of the Judgment:
- Volgarization of Shape Marks: The shape of the cookies in question is now considered so common that it is no longer distinctive of a particular manufacturer.
- Packaging Disputed: Despite similarity, Tedesco's packaging is not considered likely to create undue confusion or associations with Barilla's due to the prevalence of common elements in the industry.
- Urgency of the Proceedings: The court rejects the urgency requested by Barilla for intervention, noting that Barilla was aware of the sale of the "similar" products as early as 2016.
- Implications for the Industry: This case highlights the importance of distinctiveness and originality in product and packaging design in an overcrowded market. It also shows the legal and business challenges in protecting these aspects in competitive environments.
Barilla launches "Accordions": six years of research for a brioche perfect for dunking - 26/03/2024
- Research and development period: 6 years, started in 2018.
- Production facility: Melfi, Basilicata.
- Investment: Over 30 million euros in the last 3 years in the Melfi plant, with investments dedicated to both sustainability and innovation, including the creation of production lines for Pancakes and Fisarmoniche.
- Sugar content: Accordions has -35% sugar compared to the average of best-selling snacks.
- Calorie content: 120 kcal/piece.
- Plant production capacity: Maximum capacity of 83,000 tons/year.
- Number of employees in Melfi: More than 350.
- Quality checks: More than 5,000 checks on finished products and 200 on raw materials per day.
- Environmental savings over the past 10 years: 40% water savings and 27% reduction in CO2 emissions.
- Total number of Mulino Bianco references: Over 130, which include cookies, snacks, and breads.
- Italians' preference for dunking: 6 out of 10 Italians like to dunk snacks or cookies for breakfast.
- Ingredients: Without coloring and preservative additives or palm oil. Contains 4% fiber.
- Plant size: 202,000 m^2.
Barilla: the pasta champion's anti-MDD plan - 08/03/2024
- Barilla sales in 2021: 4.7 billion euros (+6.5% growth)
- Private labels capture over 50% of the pasta market and 40% of the sandwich bread market. Pasta prices up by over 11%.
- Barilla sales in France: 630 million euros (+7%), but volumes down 3%.
Barilla intends to maintain its volumes in the face of private labels - 08/03/2024
- World leader in pasta and pesto
- sales of €4.7 billion in 2023, up 6.5%, of which €630 million in France.
- Volumes down 3% in 2023 across the French perimeter.
- Increased advertising and promotional support for its Barilla and Harrys brands, in the face of private labels that now exceed 50% by volume for pasta and 40% for sandwich loaves.
BARILLA CUTS PRICES FROM 7 PERCENT TO 13 PERCENT - 16/01/2024
Price reduction by Barilla: 7% to 13%.
- Products involved: Spaghetti No. 5, most of the pasta assortment, Mulino Bianco products (cookies, snacks, rusks, breads) and some Pavesi items (such as Gocciole)
- Duration of the promotion: until December 31, 2024
- Rationale: Extraordinary operation to reduce transfer prices to direct customers and distributors, achieved by lowering contract prices on a significant basket of products
- Other strategic initiatives of Barilla: investments along its supply chains, in production sites, focus on research and development of new technologies, innovation with new product launches, communication campaigns, continuous collaboration with partners operating in the distribution sector
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