Summary

The German pasta market has been characterized by growth in sales and resilience in market volume, despite some fluctuations. In 2020, pasta market sales amounted to 1.61 billion euros, rising significantly to 1.85 billion euros between 2021 and 2022, while market volume fell from 0.77 billion kilograms to 0.75 billion kilograms over the same period. Demand for healthier, organic and gluten-free products, as well as fresh and environmentally-friendly pasta, has risen sharply. On the foreign trade front, exports have risen from 284 million euros to 402 million euros in 2022, although the coverage rate is falling, from 34.89% to 36.55% in 2022. Italy remains Germany's biggest pasta import partner, with import values reaching 1100 million euros in 2022, compared with 814 million euros 4 years earlier. The online sales channel for pasta has shown growth from a market share of 1.1%, increasing to 3.3% in 2021, and forecast to reach 6.4% by 2025. Despite a slight drop in organic food sales from 15.87 billion euros in 2021 to 15.31 billion euros in 2022, the trend towards organic food remains significant in Germany, reflecting the health-conscious population and aligning with the growing demand for organic pasta options.

Changing trends in pasta consumption in Germany:

The German pasta market has seen an intriguing shift in consumer behavior and demand. With growing interest in health and sustainability, the market is being influenced by a wave of change. Pasta demand in Germany illustrates a shift towards organic and healthier options. This transformation partly reflects the growing number of German consumers - between 15 and 20 million - who are increasingly health-conscious. Over the years, sales of organic food have been on an upward curve, with revenues rising from around 10 to 15 billion euros by 2022. This rise in organic sales has a direct impact on the pasta market, with a marked increase in consumer preference for organic pasta. Although per capita consumption fell slightly in 2022, per capita consumption remained solid, hovering around the 9 kg mark. The demographic composition of pasta consumers spans several age brackets, with young adults aged 18 to 24 and working-age professionals aged 25 to 44 making up a significant share of the market. This confirms that pasta remains a favorite staple for a wide range of consumers. The frequency with which Germans consume pasta also sheds light on the structure of the market. Whether daily or several times a week, consumers - who number between 16 and 20 million - demonstrate a high level of commitment to the product. On the other hand, 20 to 25 million people consume pasta several times a month, illustrating a broad base of regular but infrequent consumers. In terms of the value chain, the German pasta market has seen steady growth in sales, which should reach between 2 and 3 billion euros by 2028. This is despite a slight fluctuation in market volume, which is expected to rebound to 0.79 billion kilograms by 2028. Online sales channels, which initially represented only a small fraction of the market, have grown considerably and are expected to account for between 5% and 7% of total pasta sales by 2025. This growth is in line with the worldwide trend towards increased e-commerce, and illustrates the evolution of consumer purchasing behavior. In conclusion, the German pasta market is characterized by a growing presence of health-conscious people, increased demand for organic products and a diversity of consumer ages. With consistent financial performance and a move towards online sales, the market is adapting to changing consumer preferences and technological advances.

The Titans of the German pasta market:

The breadth of the German pasta market is made up of a set of influential players who respond to changing consumer demands, focusing on quality, accessibility and sustainability. Each of these titans brings a unique flavor to the gourmet table, consolidating their position in the noodle business.


  • De Cecco: A giant beyond Germany's borders, De Cecco stands tall, bringing tradition and quality to the plate. Hailing from Italy, a country synonymous with the art of pasta-making, De Cecco has carved out a respectable place for itself on the German market. Its reputation for quality pasta, made from top-quality durum wheat and using time-honored processing techniques, resonates with consumers who prefer traditional taste and texture.

  • Lidl: Known for revolutionizing budget shopping, Lidl's rise in the pasta market is a testament to its adaptive business model, which finely matches consumer needs. Its keen understanding of market trends, particularly by offering fresh products that match Germans' penchant for healthier options, is remarkable. Lidl's commitment to balancing quality and profitability enables it to meet the needs of a broad public looking for value for money without compromising on food standards.

  • Rana: As a provider of convenience and flavor, Rana has skilfully established itself in the German pasta landscape. Offering a range of fresh pastas, its products capitalize on consumers' growing interest in fresh, easy-to-prepare meal solutions. Rana products are synonymous with quick gastronomic experiences, winning over the hearts of consumers with hectic lifestyles who yearn for a taste of Italy in minutes.

  • Develey: Entering the fray by focusing on the burgeoning appetite for sustainable, health-friendly pasta, Develey has embraced the green wave sweeping Germany. Its offering aims not only to satisfy hunger, but also to meet the ethical and health requirements of modern consumers. Develey emphasizes the importance of environmentally-friendly practices and nutritional value, addressing a niche but fast-growing market segment.

The booming German pasta market is thriving under the impetus of key players who understand the essence of their consumers. From De Cecco's traditional appeal to Lidl's value offerings, Rana's convenience and Develey's sustainable efforts, each company has carved out a distinct pasta niche. Their collective contributions weave a tapestry of choices that appeal to a diverse range of preferences, consolidating their position as pasta stalwarts

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  • Last update : 06/12/2023
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Summary and extracts

1 Market overview

1.1 Introduction

The pasta market is a growing part of the food industry in Germany. This market includes a wide range of products, such as dry pasta, homemade pasta, and processed pasta. These products are sold in large supermarket chains, as well as in restaurants and small convenience stores.

The global pasta market is evolving. There is a growing demand for healthier, higher-quality products. The major European and North American brands are yet to be dethroned as the global leaders in this market.

In Germany, the pasta market has been growing in recent years. Some products, such as wholemeal pasta, are very trendy, as they are healthier and easier to prepare. Actually, many German consumers are eager to eat more fresh products. This explains why there is a growing demand for fresh pasta in Germany. Massive German brands like Lidl are currently the biggest beneficiaries of the development of this market. They have been able to answer promptly the latest desire of German consumers, who are both demanding in terms of quality and keen to save money.

The players in the German pasta market are large multinationals like De Cecco. Low-cost German brands such as Lidl and Rana are also deeply rooted in the market. In recent years, demand has taken a new shape. These new customers are looking for healthier and, above all, greener products. Companies like Develey are entering the market to produce pasta products that are compatible with those new expectations.

In recent years, demand for organic and gluten-free pasta has sharply risen. Fresh pasta is not much more expensive than dry pasta and is more interesting from a nutritional point of view, which explains why demand for fresh pasta is on the rise. More environmentally-friendly products are also in greater demand. Consumers are paying close attention to the ingredients and nutritional values of the pasta they consume.

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 tonnes Source: ****

1.3 German market

Turnover Evolution in the Pasta Market:

The turnover evolution in the pasta market in Germany exhibits a consistent upward trend from **** to ****. The graph illustrates a steady increase in the financial performance of the market, measured in billions of euros. In ****, the turnover stood at *.** billion euros, showing a gradual rise ...

1.4 Foreign trade

Foreign trade plays a crucial role in the dynamics of the pasta market in Germany, with both export and import figures experiencing notable fluctuations from **** to ****.

Export Trends:

The export of pasta products from Germany has seen a consistent upward trajectory during the period under review. Starting at *** million euros in ...

2 Demand analysis

2.1 Demand overview

The demand for pasta in Germany is a dynamic aspect that is influenced by various factors, including per capita consumption and the frequency of pasta use among the population.

Per Capita Consumption:

The average per head consumption of pasta in Germany provides a crucial indicator of the nation's appetite for this ...

2.2 Pasta consumers in Germany

Understanding the demographic composition of pasta consumers in Germany is crucial for developing targeted marketing strategies and tailoring products to specific age groups. The data, collected in ****, provides valuable insights into the distribution of pasta consumption across different age brackets.

Pasta consumers by age group Germany, ****, in % source: statista

The age ...

2.3 rise of organic food in germany

In recent years, Germany has witnessed a significant rise in the consumption of organic food, reflecting a growing trend toward healthier and more sustainable dietary choices. This shift is closely linked to the increasing number of people in Germany who prioritize their health and well-being. Let's delve into the key data ...

2.4 Germany's favourite pasta brands

In understanding the dynamics of the pasta market in Germany, a crucial aspect is identifying the preferred pasta brands among consumers. The landscape is diverse, with several brands vying for consumer attention. Let's delve into the market share and popularity of some leading pasta brands based on the number of consumers ...

3 Market structure

3.1 National production

Number of Businesses in the Production of Pasta in Germany by Employee Size (***)

In assessing the national production landscape of the pasta market in Germany, an analysis of the number of businesses categorized by employee size provides valuable insights. The data, spanning from **** to ****, demonstrates trends and patterns within different scales ...

3.2 Value chain

The value chain of the pasta market in Germany comprises various stages, each contributing to the overall production and distribution process. Understanding the value chain is crucial for market participants to optimize efficiency, quality, and responsiveness to consumer demands.

Raw Materials:

The first stage involves sourcing key raw materials such as ...

3.3 Online sales

The online sales channel for pasta in Germany has exhibited a steady growth trajectory over the analyzed period, as depicted in the graph representing the sales channels of pasta from **** to ****. In ****, online sales accounted for a modest *.*% of the total market share, signaling a nascent presence in the German pasta ...

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 Pricing

Price Development Analysis

The pricing dynamics within the German pasta market present a nuanced picture, with notable shifts observed over the years. The graph illustrating the price development of pasta in Germany from **** to **** depicts a fluctuating trend.

In ****, the price per unit stood at *.** euros, indicating a competitive and relatively ...

4.3 Innovations for consumers

The German pasta market is constantly innovating to meet the changing needs and preferences of consumers. Here are some of the key trends:

*. Health-conscious options:

Low-carb pasta: There is a growing demand for low-carb pasta made from alternative ingredients like lentils, chickpeas, and konjac. These options are ideal for consumers ...

5 Regulations

5.1 Regulatory framework

The pasta market in Germany operates within a well-defined regulatory framework that encompasses various aspects of production, labeling, and quality standards. The regulatory landscape is shaped by both national and European Union (***) regulations, ensuring that consumers are protected, fair competition is maintained, and product quality is upheld. Understanding these regulations is ...

6 Positioning the players

6.1 Segmentation

Segmentation is a crucial lens through which we can decipher the multifaceted nature of the pasta market in Germany. This analytical approach unveils a nuanced competitive landscape characterized by the coexistence of domestic and international players, each bringing its unique attributes to the table. The market, as discerned through segmentation, can ...

  • Bon Pasta GmbH
  • Teigwaren Riesa GmbH
  • Newlat GmbH
  • De Cecco
  • Alce Nero
  • Barilla
  • Ebro Foods Group
  • La Molisana
  • Rummo

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Latest news

Barilla is betting on its innovations for 2022. - 12/04/2022
  • Barilla, number two in dry pasta and sauces, and leader in pre-packaged bread with its Harrys brand, unveils its innovations for 2022.
  • Its new Al Bronzo pasta range breaks the mould with red packaging and a unique manufacturing process using the "lavorazione grezza" method and durum wheat selected for its quality.
  • A new "delicate" cooking method to preserve the taste of the ingredients has been implemented thanks to a 30 million euro investment in a new production line at its Rubbiano sauce factory
  • Harrys has invested 26 million euros in a new line at its Talmont-Saint-Hilaire plant
  • The number one in pre-packed breads will offer two new thick-sliced 100% mie references available in stores from June 2022
Italian giant Barilla strengthens its position in the U.S. with the acquisition of Back to Nature - 19/12/2022
  • Italian giant, sales €3.9 billion
  • Barilla is leader in pasta in the U.S. with 38% market share, and in sauces with 20%
  • Barilla has acquired the American brand Back to Nature (bread yeast, crackers, granola, non-GMO nuts and hazelnuts)
  • Approximately $50 million in sales
  • In France, Barilla owns bread specialist Harry's, in Italy Mulino Bianco, and in Northern Europe Wasa.
Harrys aims to conquer baguette country - 18/04/2023
  • The market has tripled in size in twenty years.
  • 30% market share for Harrys.
  • 11 billion euros in sales for traditional bakery products by 2022.
  • Steady decline in fresh bread consumption in France since 2015.
  • Harry's founded in 1970 and acquired by Italy's Barilla in 2003.
  • Share of pre-sliced and pre-packed bread consumption in France: nearly 10%.
  • Share of pre-sliced and pre-packed bread consumption in Germany: 45%.
  • Share of pre-sliced and pre-packed bread consumption in Spain: 14%.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Bon Pasta GmbH
Teigwaren Riesa GmbH
Newlat GmbH
De Cecco
Alce Nero
Barilla
Ebro Foods Group
La Molisana
Rummo

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