Market Trends of Europe Noodles and Pasta Industry
This section covers the major market trends shaping the Europe Noodles & Pasta Market according to our research experts:
Increasing demand for gluten-free pasta and noodles
Pasta and Noodles are poised for a comeback, as consumers look for comfort and familiarity amid the pandemic, according to the Specialty Food Association in its latest trends forecast for 2021. A surge in demand for gluten-free, clean-label products has driven the market for gluten-free pasta and noodles. It has been noted that most of the people in the region are choosing the "free-from" concept to embrace a balanced lifestyle. The innovation of gluten-free stable foods has been highly preferred by consumers who are experiencing celiac disease in the region, which is an immune reaction that occurs due to the ingestion of gluten.
There is a growing prevalence of celiac disease in Europe. Celiac disease can lead to Type 1 diabetes, damaging the intestine lining, and can cause thyroid in some patients. Hence, consumers have been cautious as regards gluten consumption. Consumers in Europe prefer gluten-free pasta and noodles to avoid such symptoms and diseases. The European Union adopted universal labeling laws for gluten-free food. According to the Ministry of Health of Italy, as of 2020, there were approximately 233 thousand individuals affected by celiac disease in Italy. Therefore, consumers are tremendously elevating toward the gluten-free diet, as gluten-free pasta and noodles can reduce the effect of celiac disease by promoting intestinal healing. Thus, such factors are driving the growth of the gluten-free pasta and noodles trend.
Such factors propel manufacturers to offer gluten-free pasta and noodles to meet the growing demand of health-conscious consumers in the region. Growing consumption of such healthy food boosts the market sales of gluten-free pasta and noodles. For instance, in 2022 Piccolo launched rice-based gluten-free pasta in their cooking range in the United Kingdom. It was created especially for babies and toddlers.
Italy is the fastest-growing country
In Europe, Italy is a significant contributor to both production and consumption of pasta. Initially, pasta production was dependent on climatic conditions, but post the technological developments, it has become much easier to produce noodles and pasta. The development of pasta production technologies has an important effect on the increase of pasta production and consumption in the world. According to the data of the International Pasta Organization (IPO), a total of 16.9 million tons of pasta were produced in 2021 in the world, with most of the pasta being consumed in Italy, 23.5 kilograms per capita.
In addition, the pandemic boosted pasta and noodles consumption in the country owing to stockpiling of staples and more home-cooking. Italy, which exports 60% of its pasta output annually, saw international sales increase by 30% during the first half of 2020, as reported by the Economist in November 2020, with multinational industry giant Barilla at the forefront. The major factors contributing to the growth of pasta and noodles in the country are the product's affordability, shelf life, and flexibility to be mixed with any sauce or prepared in various ways. Also, pasta is a symbol of Italian culture and national pride. In addition, the busy lifestyle and hectic working schedule propel people in Italy to consume easy-to-cook healthy meals, driving the market growth of the product.
