The availability of new shapes of pasta, the use of organic and natural ingredients and a better education of foreign consumers to the qualities of a balanced diet are likely to support the sector in the next years. Global demand for fresh, organic pasta is expected to outpace declining sales of dried pasta globally, as a new generation of health-conscious consumers enjoy cooking at home vegetable-filled ravioli for a convenient gourmet dinner. Pasta is a globally-known and a more affordable product than many food specialties, but it has suffered in recent years from growing interest in low-carb diet.
HOME-COOKING BOOST – Sales of dried pasta fell 13% in Western Europe and 6% in North America over the 2009-2014 period, according to a report by Euromonitor International. But in a boost to the industry, Italian pasta makers have been forced to innovate their traditional production, experimenting with alternative organic flours and adding vegetables to the mix. High fiber, wholegrain, organic and gluten-free pasta can now be found on the shelves of almost any retailer in developed and emerging markets. Benefiting from a resurgence in home cooking, sales of easy-to-prepare fresh pasta are also growing. Sold at a premium price compared to traditional dried formats, chilled and frozen gnocchi and ravioli are available at most grocery stores in the United States and elsewhere. Sales of chilled and fresh pasta in Western Europe are forecast to grow more than 8% at constant prices to almost $250 million in the 2012-2017 period, while sales of dried pasta are seen falling by over 4%, according to a 2012 report by Euromonitor.
BALANCED EDUCATION – USA restaurants regularly feature fresh pasta in their menus – also when they are not specialized in Italian cuisine – making food service an important channel for producers. Tasting events and cooking classes are contributing to educating consumers to make simple and delicious dishes with natural products, with the convenience that fresh pasta only takes one minute to prepare. The new products include a large range of fillings, from spinach and truffles to mushrooms, squash and cheese. As for dried pasta, the road ahead may be bumpy but still presents opportunities.
