Towards Pasta Day

Amidst the stagnation in pasta consumption, the more expensive products are coming out on top

On the domestic market, sales continue to fall slowly, but Italians are favouring high-quality products. Good results have been recorded for niche products such as those based on pulses, gluten-free items and those with a high protein content

by Manuela Soressi

20 October 2026

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4' min read

Translated by AI

Versione italiana

4' min read

Translated by AI

Versione italiana

Dried pasta is one of the few food products that costs less than it did five years ago, as the average price in supermarkets has fallen by 2 per cent compared with 2022. It is also one of the most frequently ‘promoted’ items, with 41 per cent of sales volumes sold on special offer and an average discount of over 30 per cent. In other words, one in four pasta products is offered at a reduced price every week.

Nevertheless, the Italian domestic market is not growing; on the contrary, it continues to decline, partly due to structural factors linked to demographic change: in the first seven months of 2026, retail sales fell by 1.3 per cent in volume and 2.3 per cent in value compared with 2025, when they stood at just over 890 million kg and 1.5 billion euros. ‘The stabilisation of prices, following the inflationary peak of 2022–2023, and the increase in the frequency and scale of promotions have failed to reverse the downward trend in consumption that has been ongoing for at least three years. This indicates that the problem is no longer affordability but rather an overall decline in demand,” explains Marco Raimondi, senior director at Circana.

Fewer discounts, better quality

However, the return of prices to their usual levels (a kilogram of pasta in large-scale retail outlets costs an average of 1.82 euros) has had the effect of shifting the focus away from saving money and towards choosing higher-quality pasta. Today, Italians buy less pasta than in the past, but they prefer to buy it in supermarkets (+0.3 per cent) rather than at discount stores (-7 per cent by volume), and they opt for higher-quality varieties. The share of the mid-market segment and private labels is declining, whilst that of the higher price ranges is growing, and this is reshaping consumption patterns.

In the year ending in July 2026, high-price pasta (i.e. priced up to 30 per cent above the average) rose to 40.3 per cent of volumes and is challenging the leadership of mid-range products, which fell to 40.8 per cent, whilst the premium products (i.e. those costing more than 30% above the average) gained one percentage point to reach 4.5 per cent, and private-label brands lost almost two percentage points, falling to 13.7 per cent.

Making way for innovation

Another trend that is reshaping the Italian pasta market is the rise of innovative segments and high-value-added niche products. Circana’s data shows that, over a five-year period, the quantity of pasta made from other cereals in the shopping basket has increased by 18 per cent, whilst that made from pulses, such as lentils, chickpeas and peas, has risen by 64 per cent.

“These alternative products are showing positive trends even without a significant increase in the shelf space they occupy in shops, but they do not yet have the critical mass required to reverse the decline in pasta consumption,” explains Raimondi. “So, whilst innovation is certainly present, it continues to develop from a still relatively limited base.”

The world of spaghetti and fusilli remains firmly rooted in its traditional core business, with ‘classic’ pasta accounting for 94 per cent of the volume purchased by Italians and 89 per cent of spending. New segments still account for a very small share of the market: cereal-based pasta generates €67 million, pulses-based pasta €19 million and flavoured pasta €7 million. Rounding off the range is wholemeal pasta, with a turnover of €85 million and volumes down by 4% compared with 2022.

The gluten-free phenomenon

The most widespread and obvious trend is the rise of gluten-free pasta, which has gone decidedly against the grain: between 2022 and 2026, sales volumes increased by 29 per cent (18 million kg in total) despite the average price rising by 7 per cent to 5.33 euros per kilo. That is almost three times the price of gluten-containing pasta. However, the most expensive pasta remains that made from pulses, which costs an average of 7.36 euros per kg.

Within a few years, gluten-free pasta has accounted for 1.2 per cent of the total volume of pasta sold in Italia, with an average of 22 products per shop, generating takings of 58 million euros. It is estimated that over 18 out of every 100 Italian households buy gluten-free pasta (compared with 95 per cent for traditional semolina pasta), even if there are no coeliacs in the family, because this product has now moved beyond its ‘medical’ significance to become part of the health food segment – currently the most thriving sector for the entire pasta industry.

High protein, the latest trend

The latest innovations launched in Italia are moving in this direction, such as high-protein versions, those with a high fibre content, or those enriched with minerals and probiotics. Unione Italiana Food estimates that Italian companies invest around 550 million euros in research and development every year – an average of 10 per cent of their turnover – to improve product quality and drive innovation. Will this effort succeed in reversing the sales trend in the country where pasta originated and where it still boasts the highest per capita consumption in the world, at 23.1 kg per year?

“Overall, we expect volumes to remain under pressure, with growth becoming increasingly difficult and relying less and less on price effects,” concludes Raimondi. “For companies, it is crucial to support high-value segments and accelerate product differentiation by investing in innovation, perceived quality and brand building”.

The World Pasta Day celebrations, scheduled for 25 October, will also follow this theme.