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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
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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 each subsequent year. By ****, the turnover is projected to reach *.** billion euros, reflecting substantial growth over the decade.
The most notable surge occurred between **** and ****, where the turnover increased from *.** billion euros to *.** billion euros. This significant jump may indicate a surge in consumer demand or other factors contributing to market expansion during that period. The subsequent years continue the positive trajectory, showcasing a resilient and thriving pasta market in Germany.
Turnover evolution in the pasta marktet in Germany Germany, ****-****, in billions of euros source: statista
Market Volume of Pasta in Germany:
The market volume of pasta in Germany, measured in billions of kilograms, provides insight into the quantity of pasta consumed annually. While the turnover shows a consistent increase, the market volume has experienced slight fluctuations over the years. In **** and ****, the market volume remained stable at *.** billion kilograms before a minor dip in **** to *.** billion kilograms.
Interestingly, ...
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 ****, the export value has witnessed a steady increase, reaching *** million euros in ****. This indicates a substantial growth of approximately **% over the five-year period.
Despite this positive trend, the coverage rate, representing the ratio of exports to imports, has experienced a slight decline from **.**% in **** to **.**% in ****. This suggests that the growth in exports is not keeping pace with the growth in imports, potentially posing challenges for the balance of trade in pasta products.
Import Trends:
On the import side, Germany has consistently been a net importer of pasta products. Import values have risen from *** million euros in **** to **** million euros in ****, indicating a noteworthy increase of approximately **%. The coverage rate, which reflects the degree to which imports are covered by exports, has remained below **% throughout the period.
Foreign trade in pasta products Germany, ****-****, in millions of euros source: comtradeplus
Main Export Partners:
In ****, Germany's major export partners for pasta ...
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 popular food item. As illustrated in the graph spanning from **** to ****, we observe a fluctuating trend in kilograms per person. In ****, the per capita consumption stood at *.** kg, followed by a slight increase in **** and ****. However, in ****, there was a decrease to *.** kg, with a subsequent recovery and stabilization in the following years (***) around the * kg mark. This trend suggests that while there may be some yearly variations, the overall per capita consumption remains robust.
The decline in **** could be attributed to various factors such as economic conditions, changing dietary preferences, or external factors like the global health situation. Businesses operating in the pasta market need to closely monitor these fluctuations to adapt their strategies accordingly.
Average per head consumption of Pasta Germany, ****-****, in Kg source: statista
Population Distribution According to Frequency of Pasta Use:
Understanding the frequency of pasta use among the population is crucial for market segmentation ...
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 distribution of pasta consumers in Germany reveals interesting patterns, with varying preferences across age groups.
*. Young Adults (***):
The data indicates that **.*% of pasta consumers fall within the **-** age bracket. This group represents a significant portion of the market and suggests a noteworthy affinity for pasta among young adults. Marketers may find opportunities to engage with this demographic through innovative product offerings or marketing campaigns that align with their preferences and lifestyle.
*. Working-Age Professionals (***):
Consumers aged **-** and **-** constitute a substantial portion of the pasta market, with percentages of **.*% and **.*%, respectively. This highlights the popularity of pasta among working-age professionals. These groups often seek convenient and versatile food options, making pasta an attractive choice for quick and satisfying meals. Marketing efforts targeting this demographic could emphasize the ease of preparation and versatility of pasta dishes.
*. Middle-Aged (***):
The **-** age group comprises **.*% of pasta consumers. While slightly ...
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 and trends shaping the rise of organic food in the country.
Health-Conscious Population Trends
One notable factor contributing to the surge in organic food consumption is the escalating number of individuals in Germany who pay close attention to their health. As illustrated in Graph *, the number of health-conscious individuals has experienced slight fluctuations over the years.
Number of people in Germany who pay close attention to their health Germany, ****-****, in million people
The data reveals that in ****, approximately **.** million people in Germany were actively mindful of their health, a figure that saw a modest increase to ** million in ****. Despite a slight dip in **** to **.** million, the trend remains substantial with **.** million individuals in ****. This consistent interest in health-related matters lays a foundation for understanding the subsequent surge in organic food consumption.
Organic Food Sales Growth
Complementing the rise in health-conscious individuals is the impressive growth in organic food sales, ...
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 in millions as of ****.
Leading pasta brands Germany, ****, number of konsumers in millions source: statista
Barilla:
With a substantial market presence, Barilla stands out as the most favored pasta brand in Germany, boasting a significant consumer base of **.* million. The brand's widespread recognition is likely attributable to its high-quality pasta products and extensive product range, offering diverse options to cater to varying consumer preferences.
Buitoni:
Following closely is Buitoni, capturing the attention of **.* million consumers. Buitoni's appeal may be attributed to its Italian heritage, emphasizing authenticity and traditional pasta-making techniques. The brand's strategic positioning and marketing efforts have contributed to its notable market share.
Aldi and Lidl:
The German retail giants, Aldi and Lidl, have also carved out substantial portions of the pasta market, with **.* million and **.* million consumers, respectively. Their private label pasta offerings have gained popularity due to affordability without compromising on quality. The strong presence of these ...
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 of pasta production enterprises.
Number of businesses in the production of pasta in Germany by employee size Germany, ****-****, number of businesses source: statista
Overview of Business Sizes
The graph illustrates the distribution of pasta production businesses in Germany based on their employee size. The categories include **-** employees, **-** employees, and ***-*** employees.
Stability in Small and Medium-Sized Enterprises (***)
In the **-** employee category, there is a steady presence of ** to ** businesses over the years **** to ****. This stability suggests that small to medium-sized enterprises have maintained their footing in the German pasta production sector. While there was a slight increase in ****, the subsequent years have seen a consistent number of businesses in this range.
Sustained Presence of Medium-Sized Enterprises
Similar stability is observed in the **-** employee category, with a constant count of * businesses from **** to ****. This consistency indicates that medium-sized enterprises have maintained their role in the national ...
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 wheat, durum wheat semolina, and water. Establishing robust relationships with suppliers is crucial to ensure a stable and high-quality supply of raw materials.
Raw Material Control:
Effective raw material control is imperative to guarantee the consistency and quality of ingredients. Rigorous testing and quality assurance measures are in place to assess the suitability of raw materials for pasta production, meeting consumer expectations and regulatory standards.
Storage:
Once raw materials are procured and inspected, an efficient storage system is necessary to maintain the integrity of the ingredients. Proper storage conditions, including temperature and humidity control, are critical to prevent spoilage and ensure a readily available supply for the production process.
Raw Material Processing:
The processing stage involves transforming raw materials into pasta products. Specialized equipment like dough mixers blends ingredients to create pasta dough, and pasta presses shape the dough into desired forms. Precision and adherence to specific recipes ensure consistent ...
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 market. However, this figure experienced a notable uptick in ****, reaching *.*%, suggesting an increasing consumer inclination towards online platforms, perhaps influenced by changing consumer behaviors and the global events shaping the retail landscape.
The trend continued to gather momentum in subsequent years, with online sales rising to *.*% in **** and further to *.*% in ****. These percentages indicate a growing acceptance and adoption of online channels for purchasing pasta products. Factors contributing to this shift may include the convenience of online shopping, an expanding e-commerce infrastructure, and the influence of digital marketing strategies employed by pasta manufacturers and retailers.
Projections for the future indicate a sustained upward trajectory for online sales in the pasta market. By ****, it is anticipated that online sales will constitute *.*% of the total market share, underscoring a significant shift in consumer preferences towards digital platforms. This trend aligns with broader patterns observed in the retail sector, where online sales have ...
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 in the fresh deli section of supermarket chains. Generally egg-based, they have undergone significant development in recent years, offering the advantage of shorter cooking times and a more melt-in-the-mouth texture; Stuffed pasta : also sold in the fresh deli section, this is raw pasta stuffed with vegetables, meat, ham, cheese or other fillings. This type of pasta can easily be eaten without the addition of a sauce, and is considered a step up from classic dry pasta.
By actively playing with shapes and colors, the Panzani brand (***) claims to master a range of ***different types of pasta. [***]
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 stable market. The subsequent year, ****, saw a marginal increase to *.** euros per unit. This modest uptick may be attributed to factors such as inflation, production costs, or changes in consumer preferences.
However, the most significant shift occurred in ****, where the price per unit experienced a notable surge, reaching *.** euros. This increase of *.*% compared to the previous year could be influenced by various factors, such as changes in raw material costs, supply chain disruptions, or shifts in consumer demand for premium or specialty pasta products.
The year **** witnessed a substantial spike in pasta prices, soaring to *.** euros per unit. This sharp increase of **.*% suggests a significant impact from external factors, such as global economic conditions, trade policies, or inflationary pressures. It is crucial for market participants to scrutinize these factors to formulate effective pricing strategies and navigate potential challenges.
Interestingly, the years **** to **** project a stabilized pricing environment, with the price ...
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 who are on a ketogenic diet or who are simply looking to reduce their carbohydrate intake. [***]
High-protein pasta: High-protein pasta is another popular option for health-conscious consumers. This type of pasta is often made with added protein sources like soy flour, lentil flour, or pea protein. It is a good source of protein and can help consumers feel fuller for longer. [***]
Organic pasta: Consumers are increasingly interested in organic food and this trend extends to the pasta market. Organic pasta is made from ingredients that are grown without the use of synthetic pesticides or fertilizers. It is often perceived as being healthier and more environmentally friendly. [***]
Gluten-free pasta: For people with celiac disease or gluten sensitivities, gluten-free pasta provides a safe and enjoyable option. This type of pasta is made from alternative grains like rice, corn, or quinoa. [***]
*. Convenience-driven options:
Fresh pasta: Fresh pasta is becoming increasingly popular, especially ...
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 crucial for businesses operating in the pasta market in Germany.
National Regulations
Food and Safety Standards
Germany, being a member of the European Union, adheres to the EU's general food safety regulations. Additionally, the country has its own set of regulations that complement and reinforce EU standards. The German Food and Feed Code (***) serves as a comprehensive legal framework governing food safety, including the production and distribution of pasta. Compliance with LFGB ensures that pasta products meet stringent safety and hygiene standards. [***]
Labeling Requirements
The German Food Information Regulation (***) sets out detailed requirements for the labeling of food products, including pasta. Manufacturers must provide accurate and comprehensive information on product labels, covering aspects such as ingredients, nutritional content, allergens, and storage instructions. Adherence to these regulations is crucial for transparency and consumer trust. [***]
Organic Certification
For pasta products labeled as organic, compliance with the EU Organic Regulation and the German ...
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 be neatly bifurcated into two primary groups: German companies and International companies.
German Companies
Within the realm of German companies, entities such as Bon Pasta GmbH, Teigwaren Riesa GmbH, and Newlat GmbH emerge as influential players. The segmentation allows us to comprehend their individual market standing, with varying turnovers indicative of distinct market shares. This localized dimension underscores the importance of understanding homegrown dynamics, consumer preferences, and the unique strategies adopted by these companies to thrive in the German pasta market.
International Companies
On the global stage, an array of international players significantly contributes to the German pasta market's vibrancy. Companies like De Gecco, Black Elk, Barilla, Garafalo (***), La Molisana, and Rummo introduce diverse products and global expertise. Their presence not only broadens the market offerings but also adds a layer of complexity to consumer choices and market trends. The segmentation delineates their distinct roles, emphasizing the interplay between global ...
- Bon Pasta GmbH
- Teigwaren Riesa GmbH
- Newlat GmbH
- De Cecco
- Alce Nero
- Barilla Group
- Ebro Foods Group
- La Molisana
- Rummo
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