The pasta market - Italy

As of 2020, the Italian pasta market remains robust and highly regarded for the quality of its products. Italy continues to be a top pasta producer and exporter, with export volumes greatly outpacing imports; in 2020, exports surged by almost 17% due to increased demand during the pandemic. The market saw a growing interest in 100% Italian wheat products and a boom in sales of pasta, particularly during the initial months of the COVID-19 lockdown, with a 45% volume increase and a 53% value increase for pasta and semolina. The demand shift towards sustainable products spurred developments in packaging and product offerings, with a notable example being the 8.5% rise in gluten-free pasta sales by the end of 2021. Market dynamics reveal a trend in mergers and acquisitions, epitomized by Barilla's acquisition of Pasta Zara for 118 million euros. Pasta prices are expected to climb, influenced by raw material and energy costs. Regulatory changes now mandate clearer labeling of the country of origin for primary ingredients. The market is segmented with significant players such as Barilla and De Cecco leading while many small artisanal producers contribute to market fragmentation. Lastly, environmental consciousness is driving the production of organic, whole wheat, and 'green' pastas, a trend primarily propelled by Generation Z's preferences.

Evolution of Italy's Pasta Market: Tradition, Health, and Sustainability

The pasta market in Italy showcases a rich tradition with significant growth and shifting consumer preferences. In examining the recent evolution of Italy's pasta market, it's clear that demand has been shaped by cultural preferences, health consciousness, and the impact of global events like the COVID-19 pandemic. Italian consumers have maintained a strong loyalty to pasta, evidenced by the considerable per capita consumption figures, standing at an average of 23 kilograms per person each year. This undying affection for pasta is further highlighted by their spending habits; the average monthly expenditure per Italian family for pasta products hovers around €11.60, showing a modest yet steady increase of around 2.1% over five years. Interestingly, the market has noted a significant rise in demand for specific pasta categories. Gluten-free pasta, for example, experienced an 8.5% surge in revenue by the end of 2021, reaching a monetary height between €45 and €50 million. The pandemic induced a notable shift towards more "Made in Italy" products, as Italians embraced the Mediterranean diet with a renewed vigor, which saw an 11% average boost in consumption of staple foods. Sustainability has also emerged as a crucial factor.

The Italian pasta sector has responded to the environmentally conscious consumer by offering products with more sustainable packaging and emphasizing green practices in production, which has resonated particularly well with the environmentally conscious Generation Z. Larger enterprises such as Barilla have capitalized on market dynamics through acquisitions, solidifying their presence within Italy's fragmented yet vibrant pasta landscape that boasts an array of small-scale entrepreneurs. Regulatory changes, mandating clearer labeling of product origins and ingredients, reflect an increased consumer desire for transparency in their pasta choices. In summary, Italy's pasta market remains a deeply rooted and growing domain, with consumer demand influenced by traditional preferences, health-driven selections, sustainability considerations, and evolving regulatory frameworks. As the market adjusts to these trends, it retains a strong and diversified offering, ranging from classical durum wheat pasta to innovative organic and gluten-free alternatives.

Key Players in the Italian Pasta Market: Tradition Meets Global Influence

As we delve into the landscape of the Italian pasta market, several major players stand out for their impact and dominance in the industry. These companies hold a significant position not just in Italy, but also in the global pasta scene, shaping consumer preferences and setting industry benchmarks.

• Barilla: The Global Pioneer Barilla is not only a household name in Italy but also a global ambassador for Italian pasta. As a multinational, it carries the flag of Italian culinary tradition across the world. The brand's extensive product range, innovative marketing strategies, and commitment to quality have made it a leader in the pasta market. Their commitment to sustainability and environmentally friendly practices further enhance their reputation among conscientious consumers.
• De Cecco: Quality That Transcends Borders De Cecco is another dominant force in the Italian pasta market. It is known for its high standards of quality and the traditional methods it uses to create its pasta. With a history that dates back to 1886, De Cecco has consistently kept the authenticity and heritage of pasta-making alive while embracing modern practices that ensure its relevance in today's market.
• La Molisana: A Blend of Tradition and Innovation La Molisana is another key player that has carved a niche for itself with its premium pasta products. A slightly more recent entrant compared to Barilla and De Cecco, La Molisana has quickly established itself as a go-to brand for those seeking authentic Italian pasta. With a focus on innovation, they have introduced unique pasta shapes and varieties that cater to contemporary preferences while maintaining their commitment to traditional processes.
• Rummo: The Pursuit of Perfection Rummo, with its meticulous attention to detail, has won the hearts of many pasta enthusiasts. The company prides itself on a ‘Methodo Rummo,’ an aspect of pasta production that emphasizes the perfect al dente texture. Their dedication to quality and the art of pasta-making have secured Rummo a loyal customer base and a respected spot in the Italian pasta market.
• Garofalo (Ebro Food Group): A Historical Staple with a Modern Touch Lastly, but certainly not the least, Gruppo Garofalo (part of the Ebro Food Group) is another significant name in pasta production. With historical roots in the renowned pasta-making town of Gragnano, Garofalo maintains traditional techniques while employing modern approaches to distribution and marketing.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 25/01/2022

Summary and extracts

List of charts

• Pasta production and consumption
• Turnover evolution of companies with ATECO code: 10.73 - Production of pasta, couscous and similar farinaceous products
• Pasta Export Value
• Value of Pasta Import
• Pasta Export Destinations
• Origins of Pasta Import
• Average price per receipt
• Average Monthly Expenditure per Family - Pasta
• Comparison of Average Household Monthly Spending on Pasta and Rice
• Evaluation of Companies Active in the Sector
• Proportion of Different Legal Entities
• Average number of employees per year
• Nutrition label for 100 g of Durum Wheat Dry Pasta
• ICC Assessment for Flour and Other Cereals