Global pasta market

Pasta is one of the most popular foods in the world, consisting of dried dough in various shapes and sizes, which in some cases can also be filled with a filling. The widespread distribution and demand for this product is due to its long shelf life, relatively high nutritional value, and ease of cooking.

The main difference between noodles and pasta is considered to be their region of origin. Noodles are a product of Asian cuisine, traditionally made from various types of flour (including millet, rice, and buckwheat) and consumed by local residents as a main dish, usually with broth. Pasta, on the other hand, is a product of European cuisine, originally made mainly from wheat flour and usually served as a side dish for meat, seafood, and other protein foods. The modern culture of pasta consumption originated in Italy, where pasta dishes are a key element of the national cuisine and one of the country's calling cards.

Most of the pasta consumed in the world today is in the form of instant noodles, a product that does not require cooking and is prepared by soaking a block of dry noodles with seasonings in boiling water. Demand for this product has remained consistently high over the past few decades, especially in large urban areas, where consumers' lifestyles encourage the inclusion of such foods in their daily diet. Consumption of traditional (basic) noodles and pasta is also growing steadily, as these products are highly valued worldwide as a relatively affordable source of carbohydrates that can be easily combined with other ingredients. For the same reason, the catering sector is an important sales channel for pasta products: noodles are one of the main dishes gaining popularity in Asian restaurants, while pasta is an integral part of the menu in Italian restaurants.

Asian countries are currently key consumers of pasta products. Noodles traditionally account for the largest share of sales of these products in the region, while demand for European-style pasta remains relatively low. Asia is the birthplace of such world-famous noodle dishes as Chinese lamian (also known by its Japanese name “ramen” and Turkic name “lagman”), Vietnamese pho, and Thai pad thai. It was also here that instant noodles were invented, first introduced to the market in 1958 by the Japanese company Nissin. Today, such products are considered the most popular type of pasta in the region due to their convenience and ease of cooking, which is especially appreciated by residents of large Asian cities.

Europe is the world's largest consumer of pasta: in terms of sales, this type of product dominates over noodles, which account for only a small share of the market. At the same time, there is currently a shift in European consumer preferences towards higher quality products, including those positioned as healthy. In particular, in recent years, there has been growing demand in the region for pasta made from whole grain flour, with added protein and other nutrients, as well as gluten-free, legume, and vegetable pasta (e.g., made from lentils or chickpeas).

The pasta market in North and Latin America, which has historically been strongly influenced by Europe and Asia, is now characterized by two main global trends: the growing popularity of semi-finished products and increased attention to product quality. At the same time, there is no noticeable predominance of one particular type of pasta in the region, which is observed in the European and Asian markets. Pasta consistently accounts for most of the consumption, however, due to the demand from representatives of Asian diasporas living in the United States, Canada and other American countries and the demand for Asian cuisine, noodles also occupy a significant market share.

In the Middle East and Africa, pasta is an important part of the diet of local residents and is an integral part of the gastronomic culture. Moreover, it is this region that demonstrates the highest growth rates in sales of these products against the background of a steady increase in population. In the Middle East, especially in countries such as Egypt, the United Arab Emirates, Saudi Arabia and Turkey, additional demand for pasta is being generated by the rapidly developing hotel and restaurant sector. In the African region, pasta is traditionally in demand primarily as a relatively affordable source of carbohydrates.

The global market

Global pasta sales in 2024 reached a record high of 34.4 million tons, which is 2.6% higher than in 2023 and 14.1% more than in 2019. The bulk of these products are traditionally sold in the retail sector (86.6% of total sales in 2024), where sales of pasta and noodles increased by 16.5% to 29.8 million tons in 2019-2024. The consumption of pasta in the catering sector, which sharply decreased in 2020 amid the COVID-19 pandemic, grew at a faster pace in 2021-2024 (by an average of 7.1% annually) and recovered to the pre-pandemic level of 4.6 million tons at the end of the period.

Due to the stable demand for noodles and pasta worldwide, the volume of retail sales of pasta in value terms increased by 32.2% in 2019-2024 and exceeded 100 billion US dollars for the first time. The average annual growth rate of the indicator in the period under review was 5.7%.

Noodles account for the majority of the global retail sales of pasta in volume terms: in 2024, their share was about 52.6% (15.7 million tons). The most common type of noodles is instant noodles (10.1 million tons in 2024), sold in packages (8.1 million tons) and in containers (2.0 million tons). Retail sales of basic noodles in volume terms by the end of the year amounted to 5.0 million tons, chilled — 421.6 thousand tons, frozen — 176.4 thousand tons.

In 2024, pasta accounted for about 47.4% of all global retail sales of pasta in volume terms (14.1 million tons in 2024). This type of product is mainly represented by dry pasta requiring cooking (13.4 million tons), while ready-to-eat chilled pasta currently accounts for a smaller proportion (704.6 thousand tons).

In the global catering sector, pasta accounts for the majority of sales in volume terms (2.6 million tons in 2024), while noodles are also quite popular (2.0 million tons) due to Asian restaurants. HoReCa segment companies sell mainly dry pasta (2.4 million tons in 2024) and basic noodles (1.3 million tons).

The structure of global retail sales of pasta in value terms is traditionally dominated by noodles, which accounted for 63.9% of the total sales of these products (65.0 billion US dollars) in 2024, due to the higher average price of noodles in the global retail market compared to pasta.

Global sales of instant noodles in 2024 amounted to 49.3 billion US dollars (products worth 31.8 billion US dollars were sold in packages and 17.6 billion US dollars in containers). At the end of the year, basic, chilled and frozen noodles were sold for US$ 13.1 billion, US$1.7 billion and US$ 762.8 million, respectively. Sales of dried pasta in retail stores amounted to 30.9 billion US dollars, and chilled pasta — 5.7 billion US dollars.

Asia is the leading region in terms of pasta consumption. In 2024, the Asian market accounted for almost half (48.2%) of retail sales in volume terms (14.4 million tons). The second largest consumer is Europe, which accounted for 23.5% of the total sales of pasta and noodles by the end of the year. At the same time, pasta consumption is growing most rapidly in the Middle East and Africa — 3.8 million tons of noodles and pasta were sold here in 2024 (12.6% of global sales), which is 28.3% higher than in 2019. Latin America and North America account for 10.3% (3.1 million tons) and 5.3% (1.6 million tons) of global retail sales of these products, respectively.

In the catering sector, Asian countries account for the majority of pasta sales in volume terms (46.2% of the global volume or 2.1 million tons in 2024). Europe also holds a significant share (23.8% or 1.1 million tons). The share of the Middle East and Africa in sales of pasta and noodles in the HoReCa segment is 11.7%, North America — 10.5%, Latin America — 7.7%.

In terms of retail sales of pasta in value terms, Asia is the leading region, accounting for 52.1% of total sales of these products (53.0 billion US dollars) in 2024. The share of Europe at the end of the year was 19.9% (US$20.2 billion), Latin America — 10.6% (US$10.7 billion), North America — 9.6% (US$9.7 billion), the Middle East and Africa — 7.9% (US$8.0 billion).

The share of noodles and pasta in the consumption structure varies greatly depending on the region. So, as of 2024, noodles account for 92.2% of pasta sales in Asia in volume terms, while in Europe, on the contrary, pasta accounts for 94.8% of the market. In North America, both types of products are actively consumed, while pasta is still preferred — they account for 66.1% of sales. In Latin America, the share of pasta in the sales structure in volumel terms is 87.5%, in the Middle East and Africa region — 79.2%.

China is the leader among countries in terms of noodle consumption in volume terms. In 2024, the country sold 8.0 million tons, accounting for 51.1% of the global volume. At the same time, more than half (4.1 million tons) of noodles consumed in China are made up of traditional noodles, while instant noodles are mainly sold in packages (2.9 million tons). Compared to 2023, the sales volume of noodles in China increased by 1.5%.

The second place is occupied by Indonesia, where the volume of noodle consumption in 2024 amounted to 1.2 million tons (7.7% of the global volume), which is 2.9% higher than the level of the previous year. At the same time, almost the entire volume of retail sales of noodles (95.3%) in the country accounts for instant noodles — 1.14 million tons, of which 1.11 million tons are noodles in packages, and 0.03 million tons are noodles in containers (cups). The consumption of basic noodles in Indonesia at the end of the year amounted to 57.0 thousand tons, or 4.7% of the total sales of this type of pasta.

Japan is also among the top three in terms of retail sales of noodles in volume terms. In 2024, 1.1 million tons of these products were sold in the country (7.2% of the global total), however, in general, the consumption of noodles in the country has been steadily decreasing since 2020. By the end of the year, 37.6% of all noodle sales in Japan accounted for instant noodles (425.4 thousand tons, of which 64.6% were noodles in packages). Chilled noodles also account for a significant share of sales — 371.6 thousand tons, or 32.8% of the total volume in 2024. At the end of the year, basic noodles accounted for 15.8% of local consumption (179.4 thousand tons), frozen noodles — 13.7% (155.4 thousand tons).

In terms of noodle sales in the catering sector, China is the leader, where 798.5 thousand tons were sold through this channel in 2024 (of which more than 90% were basic noodles). Consumption of instant noodles in the Chinese segment of HoReCa is insignificant and by the end of the year amounted to 76.4 thousand tons, of which 63.2 thousand tons are products in packages and 13.1 thousand tons in containers. Compared to 2023, noodle sales in catering companies in China increased by 5.3%.

Japan ranks second in terms of noodle sales in the catering sector. In 2024, local restaurants and hotels sold 303.2 thousand tons, which is 1.1% higher than in 2023. In the Japanese segment of HoReCa, the majority of sales are for chilled noodles (48.5% or 147.0 thousand tons) and frozen noodles (40.8% or 123.7 thousand tons), while the share of basic noodles is insignificant (10.7% or 32.5 thousand tons).

The Republic of Korea ranks third in the world in terms of sales of noodles in public catering in volume terms, where 132.5 thousand tons were sold in 2024. In Korean catering, instant noodles in packages (45.4% or 60.1 thousand tons) and basic noodles (44.4% or 57.5 thousand tons) are most in demand, and locals also order chilled and frozen noodles in restaurants in small quantities (6.9% and 4.3%, respectively).

In 2024, China accounted for 41.2% of global retail noodle sales (26.8 billion US dollars), where instant noodles are more in demand (17.2 billion US dollars or 64.3% of all noodle sales). At the end of the year, Japan's share was 12.4% (8.0 billion US dollars, of which 62.0% were instant noodles), the share of the United States was 6.6% (4.3 billion US dollars, of which instant noodles — 74.5%).

In terms of consumption of noodles per capita, the countries of East and Southeast Asia are leading the world - in Japan and the Republic of Korea, sales of these products per capita in 2024 amounted to 11.6 kg/person and 10.9 kg/person, respectively (with a global average of 2.2 kg/person). In Taiwan, Hong Kong and Macau, the average consumption of noodles per capita for the year was 7.2 kg/person, 7.1 kg/person and 4.1 kg/person. accordingly, while in mainland China — 6.2 kg / person. Malaysia (6.9 kg/person), Vietnam (4.8 kg/person), Indonesia (4.6 kg/person) and Singapore (3.9 kg/person) also demonstrate a high level of per capita consumption.

In the global pasta market, the largest volume of retail sales in volume terms is currently observed in Turkey — 9.1% of the global volume in 2024 or 1.3 million tons (99.9% of sales are dry pasta), which is 2.1 times more than in 2019. The world's second largest consumer of pasta is Italy (8.8% or 1.2 million tons, of which more than 80% are dry pasta), up to and including 2023 who was in the first place. Russia took the third place in terms of retail sales of pasta by the end of the year (8.3% of global sales or 1.2 million tons, the consumption structure is also dominated by dry pasta).

In terms of sales of pasta in the catering sector in volume terms, the United States is the leader — in 2024, 240.4 thousand tons were sold in American restaurants and hotels (9.2% of the global total), of which 96.2% accounted for dry pasta. The second place belongs to Italy, where the consumption of pasta in the HoReCa segment in 2024 reached 208.9 thousand tons (8.0% of global sales), and 90.3% of this volume was dry pasta. Germany is also in the top three: in 2024. The volume of pasta sales in the German catering sector increased by 5.2% to 168.0 thousand tons, of which 86.2% accounted for dry pasta.

In terms of retail sales of pasta in value terms, the United States has taken the first place among countries in recent years (11.3% of the global total or 4.1 billion US dollars in 2024), where mostly dry pasta is sold in stores (84.4%). The top three also include Italy (10.2% or 3.7 billion US dollars, of which 62.5% is dry pasta) and Brazil (6.9% or 2.5 billion US dollars with a share of dry pasta 91.9%).

The highest level of consumption of pasta per capita today is observed in the Mediterranean countries. In Italy in 2024, the figure was 24.6 kg/person, in Turkey — 16.5 kg/person, in Tunisia — 15.7 kg per person. In Greece, Monaco and Switzerland, the sales of pasta per capita at the end of the year amounted to 12.3 kg/person, 11.7 kg/person and 11.4 kg/person, respectively. Also, the volume of consumption per capita is significantly higher than the global average (2.1 kg/person) in countries such as Iran, France, Panama and Cyprus.

The global noodle market is characterized by a high level of competition. The leading company in terms of retail sales of these products in value terms is Taiwan's Ting Hsin International Group, which accounted for 8.3% of the market in 2024. In second place is Japanese Nissin Foods Holdings with a share of 8.0% at the end of the year. The shares of both companies have been declining in recent years amid the intensification of their competitors, who are constantly expanding their product range and investing heavily in marketing. The top five players in the global noodle market also include Japan's Toyo Suisan Kaisha (6.1% in 2024), Indonesia's Indofood Souks Makmur (5.8%) and South Korea's Nongshim (4.3%).

The leading company in terms of retail sales of macaroni in value terms is the Italian Barilla Holding, which controlled 10.9% of the global market for these products in 2024. The share of Spanish Ebro Foods, which ranks second, was 3.0% at the end of the year. Other major producers include Pastificio Rana (2.3%), La Moderna (2.1%) and Pastificio Selmi (1.7%).

In 2023, the volume of global pasta imports amounted to 8.29 million tons for a record value of 15.1 billion US dollars. In compare to 2022, the indicator increased by 0.1% in volume terms and by 5.5% in value. At the same time, in 2019-2023, global imports of these products grew annually by an average of 2.9% in volume terms and 10.5% in value.

The basis of global imports is consistently made up of uncooked pasta without filling, which does not contain eggs. In 2023, such products accounted for 60.9% of imports in volume terms (5.0 million tons) and 43.9% in value (6.6 billion US dollars). The share of cooked pasta without filling in the global purchase structure for the year was 25.5% (2.1 million tons) and 33.5% (5.1 billion US dollars), respectively. In 2023, pasta with fillings accounted for 7.8% of total imports in volumel terms (648.2 thousand tons) and 16.0% in value (2.4 billion dollars), not cooked pasta without filling containing eggs - 3.9% (321.5 thousand tons) and 5.0% (758.6 million US dollars), couscous — 2.0% (164.9 thousand tons) and 1.5% (230.9 million US dollars), respectively.

The world's largest importer of pasta in volume terms is the United States, which in 2023 purchased 646.4 thousand tons (7.8% of global imports). Germany (627.2 thousand tons or 7.6% of global imports) and France (554.2 thousand tons or 6.7%) took the second and third places in the list of the main countries-buyers of pasta at the end of the year. The top 5 importers of these products in volume terms also included the United Kingdom (5.7%) and Canada (3.8%). In total, the 10 largest buyer countries accounted for 45.6% of global pasta imports in volume terms in 2023.

In 2019-2023, purchases of pasta increased most noticeably in the USA (+30.5% or +151.2 thousand tons), Iraq (+63.0% or +90.9 thousand tons), Canada (+31.3% or +75.4 thousand tons) and the Netherlands (+29.7% or +61.0 thousand tons).

In value terms, the largest importer of pasta in 2023 was the United States, which purchased these products worth more than 1.6 billion US dollars (10.8% of global imports). Germany (1.2 billion US dollars or 8.2% of global imports) and France (1.1 billion US dollars or 7.2%) also accounted for significant imports by the end of the year. In addition, the top five importers of these products in value terms are the United Kingdom (6.8%) and Canada (4.4%). In total, the top 10 countries accounted for 52.0% of global pasta imports in value terms in 2023.

In the period 2019-2023, the main increase in global pasta imports in value terms was provided by the United States (+60.6% or +612.8 million US dollars), Germany (+53.7% or +429.8 million US dollars), France (+48.8% or +356.4 million US dollars), Great Britain (+55.4% or +364.2 million USD) and the Netherlands (+80.1% or +281.1 million USD).

In 2023, global exports of pasta amounted to 8.32 million tons worth 15.4 billion US dollars. Compared to the level of 2022, the value of the indicator increased by 0.9% in volume terms and by 6.7% in value. During 2019-2023, global exports of these products increased annually by an average of 2.9% in volume terms and 10.5% in value.

The basis of global pasta exports is consistently made up of uncooked pasta without filling, which does not contain eggs. In 2023, they accounted for 60.9% of exports in volume terms (5.1 million tons) and 43.6% in value (6.7 billion US dollars). The share of cooked pasta without filling in the total supply structure for the year was 25.6% (2.1 million tons) and 33.9% (5.2 billion US dollars), respectively. Exports of pasta with fillings in 2023 reached 8.0% of the global volume (662.3 thousand tons) and 16.4% in value (2.5 billion US dollars). At the end of the year, pasta containing eggs accounted for 3.5% of global shipments in volume terms (290.1 thousand tons) and 4.5% in value (700.6 million US dollars), couscous — 2.1% (171.6 thousand tons) and 1.6% (239.4 million US dollars), respectively.

The largest suppliers of pasta to the global market in volume terms in 2023 were Italy (2.3 million tons or 27.9% of global exports) and Turkey (1.3 million tons or 16.1%). The top five exporters in volume terms by the end of the year also included China (7.6%), the Republic of Korea (3.8%) and Thailand (2.9%). In total, the top 10 countries supplying pasta to the global market in 2023 accounted for 69.8% of global exports of these products in volume terms.

In 2019-2023, the most noticeable increase was in the supply of pasta from the Republic of Korea (+60.2% or +119.6 thousand tons) and Saudi Arabia (2.2 times or +103.7 thousand tons). At the same time, exports of these products from Belgium decreased over the same period (-1.9% or -3.3 thousand tons).

In the value structure of pasta exports in 2023, the largest share fell on Italy (4.4 billion US dollars or 28.9% of global exports in value terms), the Republic of Korea (1.1 billion US dollars or 7.5%) and China (1.1 billion US dollars or 7.4%). Turkey (5.9%) and Thailand (4.4%) are also among the main exporters. In total, the 10 leading countries supplying pasta to foreign markets in 2023 provided 68.2% of global exports of these products in value terms.

In the period 2019-2023, there was a significant increase in the volume of pasta exports in value terms from Italy (+47.8% or +1.4 billion US dollars), the Republic of Korea (+90.7% or +546.2 million US dollars) and Turkey (+49.0% or +298.3 million US dollars).

The average import price of pasta in 2023 increased by 5.4% compared to 2022 and amounted to 1,818 US dollars per ton. Among the leading country importers, the most expensive products were purchased by China (45.2% higher than the global average price), Australia (43.6% higher), the USA (38.2% higher) and the Netherlands (30.7% higher). The lowest purchase prices were recorded in Somalia (63.7% lower than the global average price) and Iraq (38.6% lower).

The average export price of pasta in 2023 was $1,851 per ton, which is 5.7% higher than in 2022. The most expensive products among the leading exporting countries were supplied by the Republic of Korea (94.8% higher than the global average price), Thailand (54.3% higher) and Vietnam (50.0% higher). The lowest prices were recorded for pasta from Turkey (63.5% lower than the global average price) and China (2.5% lower).

The most expensive type of imported pasta is pasta with fillings — in 2023, a ton of these products increased in price by 10.5% to $ 3,713. The lowest prices for the year were for egg—free pasta - US$ 1,313 per ton, and couscous — US$ 1,400 per ton. Relative to 2022, the average import price of pasta containing eggs increased most noticeably to $2,360 per ton (+14.7%).

The most expensive type of exported pasta is pasta with fillings — in 2023, a ton of these products increased in price by 11.5% to 3,821 US dollars. The lowest prices for the year were for egg—free pasta — 1,326 US dollars per ton, and couscous - 1,395 US dollars per ton. Relative to 2022, the average export price of pasta containing eggs increased most noticeably to $2,415 per ton (+18.4%).

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