Vegan Pasta Market: Beyond Plant-Based?

Key Factors Shaping the Vegan Pasta Market

• Growing Popularity of Vegan Pasta among Millennials

  Vegan pasta has gained considerable traction in the past few years, and is still a premium product. But, due to the rise in the shift of eating patterns among millennials and more and more consumers becoming vegan or flexitarians, the demand for vegan pasta is expected to increase in the years ahead. However, most of the older population still prefers traditional pasta to other variations that are available in the market.

• Presence of Specialty Vegan Stores

  Consumers get to know if a product is vegan or not from certifications that are available on the label of the product. Consumers while buying vegan pasta in a regular hypermarkets or supermarkets have to look through products extensively. However, there has been a rise in the launch of specialty stores that only sell an extensive range of vegan products.

  This trend is observed more in the U.S. and Australia. This is expected to increase the demand for vegan pasta in these regions. The changing demand of consumers has prompted the hypermarkets and supermarkets in these regions to open a separate aisle for vegan products.

• Developed Regions Remain the Largest Markets for Vegan Pasta, Followed by Oceania

  Pasta consumption is very high across the globe. But the changing trends and rising health-conscious consumers have led manufacturers to launch products such as vegan pasta catering to consumers’ demand. Vegan pasta is quite popular among consumers in North America and Europe.

  This is because consumers here are well aware of product such as vegan pasta that are available in the market and the new product launches and are willing to buy products at premium prices as well. The penetration of vegan pasta is relatively less in Oceania. However, the scenario may change in the coming years with emergence of Australia as the third largest vegan product consuming countries in the world, opening a wide window of opportunities for the market players.

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Vegan Pasta Market Structure Analysis

• Key manufacturers such as Barilla Group, and TreeHouse Foods Inc., in the vegan pasta market are trying to increase their global presence in developing countries.
• Tier I players include Barilla Group, TreeHouse Foods Inc., George DeLallo Company, Windmill Organics, etc., which account for ~10% share in the global vegan pasta market.
• Tier II players include Dakota Growers Pasta Co., Schnitzer GmbH & Co. KG, MXO Global, Inc. (Tolerant Organics), Seggiano, Pastificio Lucio Garofalo S.p.A., Bionaturae LLC, and some other players.
• Tier III usually consists of unorganized players in the vegan pasta market.

Whole Grain and Legume-Based Vegan Pasta - Rich Nutritional Content, Low Gluten

Myriads of evidence presented that refined carbs pose various risks to human health, including obesity, heart disease, and inflammation. Food manufacturers are rushing to innovation in the space, developing healthier food products including pasta derived from ingredients, such as whole grains and legumes. Organic vegan pasta - spaghetti - consists of a single ingredient - USDA-certified organic brown rice.

In addition, the brown rice vegan pasta is gluten-free, minimizing health-related issues, particularly for consumers suffering from gluten-intolerance. Vegan pasta sourced from legumes encompass lentils – black, red, or green – offering a treasure of nutrients, including protein and fiber (in ample amount) along with various vital nutrients - calcium, iron, and vitamin B6.

Penne and elbows made with quinoa, and black or green lentils provide 20 grams of protein a serving, accompanied by 7g of fiber and affluence of iron. In addition, vegan penne and elbows are non-GMO proven. Although wheat vegan pasta contains gluten, the pasta delivers higher protein and lesser starch versus commercial wheat. The wheat-sourced vegan pasta exhibits richness in antioxidants and minerals - zinc, manganese, magnesium, and iron.

Leveraging the Vegan Trend with Claim

The veganism trend peaked in 2018, boosting a number of businesses in the vegan category. Vegan pasta, one of these beneficiaries, has been especially garnering attention since then as pasta has already been among the most favored convenience foods, globally. Fresh pasta served at restaurants and cafés usually contains eggs.

However, although a majority of packaged pasta seemingly contains ingredients that are plant-based, it would be an overstatement to refer to them all as 'vegan'. Popular brands leading the way in vegan pasta market such as Barilla, Ronzoni, Explore Cuisine, and Mueller's currently offer a variety of pasta with the authenticated vegan claim. These brands prominently see their vegan pasta selling at the all-vegan sections of Walmart, Whole Foods, and Costco.

On the other side, consumers following a vegan or vegetarian diet ought to recheck the ingredients mentioned on packets of store bought pasta. Still in its infancy, vegan pasta market is expected to see robust growth in the near future.

Intensifying Wave of Meat-Free Products in North America and Europe Attracts Market Players

Reports suggest that the production of vegan products in Europe is witnessing a two-fold growth, with the UK topping the list, replacing Germany. About a fourth of consumers in Canada are shifting towards a vegan diet. The demand for plant-based consumables in the US is significantly increasing - ~30% in 2018 – a staunch indicator for vegan pasta producers.

The certifications available on the label of food products provide insights to the consumers regarding vegan or meat-based. Conventional supermarkets incorporate a broad array of food products, making consumers look thoroughly before purchasing the food items. Specialty stores in countries, including the US, are being launched strictly offering a wide range of vegan consumables. As such, manufacturers of vegan pasta set their focus on penetrating into specialty stores.

Stakeholders Leverage B2C Sales Channel and Specialty Stores for Expanded Footprint

Recent surveys find that consumers believe that vegan food items are overpriced, or various food outlets offer limited vegan servings. Citing the opportunity, market forces are targeting the distribution of vegan pasta via indirect sales channel – business to consumer – to achieve an expanded consumer base.

With specialty stores snowballing in developed countries, vegan pasta makers are walking the extra mile to sell the offerings through specialty stores comprehensively. The movement of plant-based consumables is intensifying in countries including the UK, the US, and Australia – a factor driving competitors to channelize vegan pasta to these regions.

How Growth Will Unfold

With the message of vegan and veganism spreading like wildfire across the globe, legacy pasta makers are inclining towards providing plant-based or vegan pasta in a bid to serve the vegan consumers. The demand for healthy and clean label food products is spectating a major uplift, motivating pasta makers to focus on the production of vegan line-ups.

Consumers holding intolerance towards gluten tend to shift away from gluten-based products, particularly meat-based consumables. As a consequence, vegan pasta is set to make forays into the diet of health-conscious and vegan consumers. Although 3D printing technology is in its emerging stage in the food industry, early birds are expected to gain an edge over their market competitors.

Key Segment

Category

• Fresh
• Dried

Nature

• Organic
• Conventional

Source

• Wheat
• Rice
• Legumes
• Buckwheat
• Oats
• Others (Fava Beans, Quinoa, etc.)

Product

• Penne
• Spaghetti
• Elbows
• Fettuccine & Linguine
• Filled Pasta
• Others (Angel Hair, Farfalle, etc.)

Packaging

• Boxes
• Trays
• Packets & Pouches

Distribution Channel

• Direct (B2B)
• Indirect (B2C)
  • Hypermarkets/ Supermarkets
  • Convenience Stores
  • Discount Stores
  • Food and Drink Specialty Stores
  • Independent Small Groceries
• E-Commerce (Online Retail)

Region

• North America
• Latin America
• Europe
• East Asia
• South Asia
• Oceania
• Middle East and Africa