Couscous is a grain-based product considered as one of the healthiest diet foods. A cup of couscous contains 176 calories, which is 45% fewer than brown rice. 100 gram of dry couscous contains 12.76 gram of protein, 77.43 gram of carbohydrate, 5 grams of fiber, and some micronutrients such as calcium, iron, magnesium, phosphorus, potassium, and sodium. Increasing awareness among health-conscious population, for its low caloric value and high dietary fiber and protein content is driving the growth of the market. Apart from this, people are preferring couscous as a healthy food option since it has low glycemic index, which further helps in controlling blood sugar level.
With the increasing number of working-class population, the demand for ready to make couscous is increasing due to its health benefits and convenience. Instant couscous is packed rehydrated, and gets cooked in 5 minutes, it is easier to prepare than the traditional couscous. Additionally, flavored couscous adds more nutritional value, which varies by flavor. Some of the leading companies such as Bia S.p.A., Usdurum, Wolfys, Ainsley Harriott, and Roland Foods LLC have also included ready to make and flavored couscous in their product portfolio. Vegetable added, herbal flavored, pine nut & smoked almond, lemon & mint flavor, and some fruit flavor are popular among kids.
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Based on raw material, the global couscous market is segmented into 100% Durum Wheat Semolina, 100% Wheat, Mix (Durum Wheat Semolina & Wheat), 100% Maize, 100% Barley, 100% Rice, and Multigrain. Amongst raw material, 100% Durum Wheat Semolina segment is expected to account for largest share owing to the popularity and preference of people to the traditional couscous. 100% wheat segment is expected to account for optimum share of the market followed by multigrain segment owing to the leaning trend towards healthy lifestyle. 100% rice segment is expected to account for significant share owing to the increasing demand from Asia Pacific.
Asia Pacific offers a huge potential for the couscous market due to rising popularity of couscous and growing demand for the healthy instant food. In the emerging economies such as China and India, more people are becoming diet conscious as result of increasing obesity, growing trend of maintaining fit body, and rising prevalence of chronic diseases such diabetes. This is further supported by growing influence of western food style of including various salads in diet, and couscous is one of the popular ingredients. China is expected to witness a surge in the demand due to favorable government policies. For instance, in May 2018, China announced deep tariff cuts on certain grain-based processed food products such as cereals or cereal products, couscous, instant noodles, bulgur wheat, and sweet biscuits. From July 1, the tariff rates on these products reduced by rates range from 15% to 30%.
Some of the prominent players in the market are Bia S.p.A, Usdurum, Near East (Golden Grain Company), DARI, Belazu Ingredient Company, Wolfys, Ainsley Harriott (Symingtons Ltd), Roland Foods, LLC, Casbah Natural Foods (Hain Celestial Group) and PANZANI (Ebro Foods S.A.).
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