The pasta and noodles market in the US is stable with an estimate market size of $7.46 billion in 2025 and a growth rate of 1.4%. The category’s affordability continues to position it a staple in households, especially in the face of continued high food costs and economic uncertainty. Pasta and noodles benefit from consumers’ interest in cooking at home, routine and go-to recipes. While pasta consumption has decreased across multiple formats since 2022, over one-third of consumers have cite increased consumption over the past year, with ease of preparation and affordability driving the increase.
The market is also influenced by shifting consumer preferences towards health and wellness, with a focus on ingredients that support dietary goals while maintaining enjoyment. The market’s future growth is expected to be driven by continued innovation and the ability to meet the evolving preferences of consumers, particularly younger demographics and parents who are key drivers of increased consumption. Convenience, freshness and flavor that allows consumers to explore are all highly valuable innovative strategies moving forward.
This report looks at the following areas:
- Pasta and noodle market and forecast
- Pasta and noodle consumption
- Change in pasta and noodle consumption and reasons for change
- Important pasta and noodle features
- Pasta and noodle occasions
- Pasta and noodle attitudes and behaviors
- Product innovation and marketing strategies in pasta and noodles
Pasta and noodles continue to be affordable staples that consumers rely on. Flavor, ingredient and format innovation can extend occasions and add value through increased enjoyment and satiety.
Sydney Riebe, Analyst – US Food and Drink
Market Definitions
For the purposes of this report, segments are defined as follows:
- Pasta and noodles – includes spaghetti, macaroni and other varieties/shapes of dry pasta; dried noodles, including egg noodles and some types of Asian noodles, such as rice noodles
- Dry pasta mixes – includes macaroni and cheese mixes, pasta-based meal mixes and pasta-based side-dish mixes
- Frozen pasta – frozen products including plain pasta/noodles as well as manicotti, ravioli, tortellini, stuff pasta shells, pierogi and gnocchi
- Refrigerated pasta – refrigerated products including plain pasta/noodles as well as manicotti, ravioli, tortellini, stuff pasta shells, pierogi and gnocchi
Not included in this report are:
- Ramen soup kits (noodles packaged with flavorings)
- Prepared pasta dishes
Collapse All
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Lead with the good stuff
- Format innovation can extend occasions and jump on trends
- Global dishes allow for pasta and noodle exploration
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MARKET DYNAMICS
- Market context
- Market drivers
- Relatively affordable pasta benefits from higher food prices, but tariffs add turmoil
- Changes in consumer price index for food and beverage categories
- Consumer cooking habits strengthen as budgets tighten
- Consumers continue to scrutinize high calorie and carb content
- Graph 1: food and drink purchase considerations, 2024
- Market size and forecast
- Pasta and noodle dollar sales stabilize after ups and downs
- Retail sales and forecast of pasta and noodles
- Graph 2: total retail sales and forecast of pasta and noodles, at current prices, 2019-30
- Retail sales and forecast of pasta and noodles, at current prices
- Retail sales and forecast of pasta and noodles, at inflation-adjusted prices
- Market segmentation
- Dry pasta continues to dominate in sales, but frozen and refrigerated see the most YOY growth
- Graph 3: total retail sales and forecast of pasta and noodles, by segment, at current prices, 2019-30
- Retail sales of pasta and noodles, by segment
- Other retailers have proven their value to pasta and noodle consumers
- Graph 4: total retail sales of pasta and noodles, by channel, at current prices, 2019-25
- Retail sales of pasta and noodles by channel
- Market share/brand share
- Private label has market share lead, performance is dependent on segment
- Graph 5: MULO sales of pasta and noodles – market share, by leading companies, rolling 52 weeks 2024 and 2025
- Sales of pasta and noodles, by company
- Private label inches past Barilla for largest market share in dry pasta
- Graph 6: MULO sales of dry pasta and noodles – market share, by leading companies and brands, rolling 52 weeks 2024 and 2025
- Sales of dry pasta and noodles, by company
- Uneven performance across big brands in pasta mixes, smaller brands shine
- Graph 7: MULO sales of pasta mixes – market share, by leading companies and brands, rolling 52 weeks 2024 and 2025
- Sales of pasta mixes, by company
- Big brands lead in refrigerated pasta market share and sales growth
- Graph 8: MULO sales of refrigerated pasta – market share, by leading companies and brands, rolling 52 weeks 2024 and 2025
- Sales of refrigerated pasta, by company
- Private label drives frozen pasta growth
- Graph 9: MULO sales of frozen pasta – market share, by leading companies and brands, rolling 52 weeks 2024 and 2025
- Sales of frozen pasta, by company
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CONSUMER INSIGHTS
- Consumer fast facts
- Pasta/noodle consumption
- Trended pasta and noodle consumption reveals pullback among most formats
- Graph 10: pasta/noodle consumption, 2022-25
- Gen X consumers have widest pasta and noodle consumption repertoires
- Graph 11: pasta/noodle consumption, by generation, 2025
- Graph 12: repertoire of pasta/noodle consumption, by generation, 2025
- Parents are more engaged across a variety of pasta and noodle types
- Graph 13: pasta/noodle consumption, by parental status, 2025
- Change in pasta/noodle consumption
- Over a third of consumers report an increase in pasta consumption since last year
- Younger consumers and parents are key demographics increasing pasta and noodle consumption
- Graph 14: change in pasta/noodle consumption, by generation, 2025
- Graph 15: change in pasta/noodle consumption, by parental status, 2025
- Affordability and at-home meals drive increase in pasta and noodle consumption
- Graph 16: reasons for increase in pasta/noodle consumption, 2025
- Gen X consumers have the strongest connection points for why they are increasing pasta and noodle consumption
- Graph 17: reasons for increase in pasta/noodle consumption, by generation, 2025
- Opportunity to strengthen value perceptions of pasta and noodles for parents
- Graph 18: reasons for increase in pasta/noodle consumption, by parental status, 2025
- Health concerns remain the primary reason for cutting back on pasta and noodles
- Graph 19: reasons for decrease in pasta/noodle consumption, 2025
- Important pasta/noodle features
- Convenience is the foundation of pasta and noodles for half of consumers
- Graph 20: important pasta/noodle features, 2025
- Convenience is most important, but paired with affordability most consumers are captured
- Younger consumers look for value beyond affordability
- Graph 21: important pasta/noodle features, by generation, 2025
- The intersection of flavor and nutrition is a sweet spot for parents
- Graph 22: important pasta/noodle features, by parental status, 2025
- Pasta/noodle occasions
- Pasta and noodles dominate dinner, but has potential for extended occasions
- Graph 23: pasta/noodle occasions, 2025
- Mealtime blurring will impact the future of pasta and noodles
- Graph 24: pasta/noodle occasions, by generation, 2025
- Opportunity to to extend pasta and noodle occasions for Hispanic consumers
- Graph 25: pasta/noodle occasions, by race or ethnicity, 2025
- Pasta/noodle attitudes
- Pasta and noodles remain a household essential for consumers
- Graph 26: pasta/noodle attitudes, 2025
- Younger consumers value pasta and noodles brands more strongly than older consumers
- Graph 27: pasta/noodle attitudes, by generation, 2025
- Pasta and noodles are a staple for Hispanic consumers and are most considerate of brands
- Graph 28: pasta/noodle attitudes, by race or ethnicity, 2025
- Pasta/noodle behaviors
- Cooking and routine have strong connections with pasta and noodles
- Graph 29: pasta/noodle behaviors, 2025
- One-quarter of younger consumers anticipate increasing their pasta consumption in the next year
- Graph 30: pasta/noodle behaviors, by generation, 2025
- Pasta preferences vary by financial situations
- Graph 31: pasta/noodle behaviors, by financial status, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Refrigerated and frozen are at the the intersection of convenient and fresh
- CPG pasta and noodles that spotlight fresh and easy
- BFY innovation focuses on protein, fiber and satiety
- CPG pasta and noodles with BFY nutritional claims
- Banza moves their gluten-free beyond chickpeas
- Consumers will shell out for bold flavors in dry pasta
- Dry pasta mixes that feature trending flavors
- Global inspiration helps younger consumers explore new pasta and noodle types
- CPG meal kits that feature globally inspired noodles
- Marketing and advertising
- Premium pasta brand De Cecco teams up with tennis star Jannik Sinner
- Wasted Pasta tackles sustainability creatively
- Olive Garden’s Never Ending Pasta Bowl returns
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APPENDIX
- Market definition
- Market size sources and methodology
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Total retail sales and forecast of dry pasta and noodles, at current prices
- Total retail sales and forecast of dry pasta and noodles, at inflation-adjusted prices
- Total retail sales and forecast of pasta mixes, at current prices
- Total retail sales and forecast of pasta mixes, at inflation-adjusted prices
- Total retail sales and forecast of refrigerated pasta, at current prices
- Total retail sales and forecast of refrigerated pasta, at inflation-adjusted prices
- Total retail sales and forecast of frozen pasta, at current prices
- Total retail sales and forecast of frozen pasta, at inflation-adjusted prices
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