Summary of our market study

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

The pasta market - Germany

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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.

2 Demand analysis

3 Market structure

4 Offer analysis

5 Regulations

6 Positioning the players

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Latest news

Barilla enters the French snack market - 30/08/2024

Barilla, the world's pasta giant, is entering a new market in France, that of snacks, with Harrys, its French sandwich bread brand, acquired in 2007.
In France, the group, with sales of 4.7 billion euros, is best known for its pasta products
In Italy, it is at the head of Mulino Bianco cookies (1.2 billion euros), Italy's leading food brand
Pasta and sauces account for 60% of sales, and bakery products for 40%.
60% of sales are generated outside Italy
Pasta Group present in over 100 countries
Sales in France in 2023: 1.7 billion euros.
Private labels will account for 50% of pasta sales and 40% of sandwich loaf sales in 2023
4 Harrys plants, in Châteauroux, Plaine de l'Ain, Vendée and Valenciennes
The manufacturer's objective is to capture 5% of the French industrial bakery market within three years
France is the Italian giant's 3rd largest market (15% of sales), after its own country and the United States.

Barilla loses the second round of the cookie war - 02/04/2024

Start of case: June 2023 - Barilla asks the Court of Brescia to prohibit the sale of nine types of Tedesco and Sapori Artigianali cookies on the grounds of excessive similarity with its own products.
First degree of judgment: February 2024 - The court partially grants Barilla's requests, prohibiting the sale of certain products and the use of certain packaging due to their similarity to Mulino Bianco's products and packaging.
Second level of judgment: March 18, 2024 - The Brescia Court dismisses Barilla's complaint and accepts the claims of Tedesco and Sapori Artigianali.
Arguments in favor of setting aside 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 challenge: Despite the 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 proceedings: The court rejects Barilla's requested urgency 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 a crowded market. It also shows the legal and commercial challenges of protecting these aspects in competitive environments.

Barilla launches "Accordions": six years of research for the perfect dipping brioche - 26/03/2024

Research and development period: 6 years, starting in 2018.
Production site: Melfi, Basilicata.
Investment: More than 30 million euros over the last three 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 contain -35% sugar compared to the average of the best-selling snacks.
Calorie content: 120 kcal/piece.
Factory production capacity: Maximum capacity 83,000 tons/year.
Number of employees in Melfi: Over 350.
Quality controls: Over 5,000 checks on finished products and 200 on raw materials per day.
Environmental savings over the last 10 years: 40% water savings and 27% reduction in CO2 emissions.
Total number of Mulino Bianco references: Over 130, including cookies, snacks and breads.
Italian dippingpreference: 6 out of 10 Italians like to dip snacks or cookies for breakfast.
Ingredients: No colorants, preservatives 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 more than 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 euros in 2023, up 6.5%, including 630 million euros in France.
Volumes down 3% in 2023 across the French perimeter.
Stronger advertising and promotional support for its Barilla and Harrys brands, in the face of private labels which now exceed 50% by volume for pasta and 40% for sandwich loaves.

BARILLA CUTS PRICES BY 7 TO 13 PERCENT - 16/01/2024

Price reduction by Barilla: 7% to 13%.

Products concerned: Spaghetti n° 5, most of the pasta assortment, Mulino Bianco products (cookies, snacks, rusks, breads) and certain Pavesi products (such as Gocciole)
Promotion duration: until December 31, 2024
Justification: extraordinary operation to reduce transfer prices to direct customers and distributors, by lowering contract prices for a large number of products
Other Barilla strategic initiatives: investments along its supply chains, in production sites, focus on research and development of new technologies, innovation with the launch of new products, communication campaigns, ongoing collaboration with partners operating in the distribution sector

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 Group

Ebro Foods Group

La Molisana

Rummo

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