Couscous Market

Market Overview

The global couscous market was valued at USD 1,823.1 million in 2019, growing at a CAGR of 6.83% during the forecast period 2017–2029.

Couscous is prepared from crushed durum wheat (semolina), wheat flour, and other ingredients. It is easy to cook and is one of the most versatile ingredients that can be used as a side-dish in several classic recipes. Couscous is a healthy ingredient that possesses antioxidant properties that help to fight inflammation in vitro coupled with control on the level of cholesterol.

Rising demand for multi-functional tasty food, owing to increasing health-conscious people triggering Europe and North America, will drive the market growth for couscous products.  Moreover, the growing base of working women and the 0younger population associated with busy lifestyles across the developing regions, especially in Asia-Pacific and the Middle East, will bolster the overall market growth over the forecast time frame.

Market Dynamics

Growing Health Awareness Among Population

According to WHO, in 2016, more than 1.9 billion adults (39%), who were 18 years or older, were overweight. Of these, 650 million (13%) were obese. Spreading awareness among the population about health consciousness has started using couscous products for weight loss, owing to its low caloric value, high dietary fiber, and protein content. Increasing diet-conscious population, changing lifestyle, and growing lifestyle prevalence disorders further spur the growth of the global couscous market.

High Demand for Organic Couscous Products

Currently, there is a trend for the introduction of flavored organic couscous products. The organic couscous product is prepared by utilizing raw materials that highly involve organic cereals. Organic raw materials are cultivated in a preserved environment without exposure of insecticides or pesticides. As consumption of organic cereals is witnessing a steady rise year by year, it has resulted in high demand for organic couscous in the last few years. In addition, rising awareness about the organic couscous products delivering better health has a positive impact on the organic couscous products to scale up the demand in the global market.

Launch of Healthy and Premium Products Offerings

On September 18, 2016, Godrej's Group Nature Basket unit announced the launch of a new healthy alternative that integrates products such as organic grains or cereals and gluten-free products. These were marketed as high and premium food product offerings. Therefore, the introduction of such healthy and premium products by the company will propel the overall market growth.

Segmental Analysis

Among the product type, Moroccan couscous is expected to record the largest market share by capturing 65% of the total market share. Further, Moroccan couscous is a cereal-based product prepared from durum wheat or other variety of cereals such as corn, pearl millet, soft-wheat semolina, and rice-flour. The rising consumer preference for healthy foods towards high obesity levels fosters the growth of Morocco couscous consumption.

Additionally, growing demand for ready-to-eat food products in tandem with wide availability of canned, traditional, frozen, microwavable couscous variants across the Moroccan retail channels further supports the segmental growth. Furthermore, there are several promotional activities conducted for the Morocco population in order to expand the product portfolio that will augment the Morocco couscous segmental growth.

On August 18, 2019, Morocco's couscous, traditional food that is served on Friday, was announced as the unofficial symbol of Morocco. Moroccan couscous is associated with the country's renowned hospitality. The Moroccan meal is enjoyed by the tourists and travelers, coupled with celebrities for the Morocco couscous meal. The major importers of Moroccan couscous involve the U.S., Canada, Brazil, France, the U.K., Netherlands, Spain, Italy, Japan, and Australia.

The coarse durum wheat flour, also known as semolina flour, is extensively used in the preparation of pasta. Additionally, it is also used in the manufacturing of bulgar and noodles, and this 100% durum wheat semolina is most prominently used in the African and Middle Eastern countries.

Further, the rising number of individuals opting for whole-grain flour will drive the sales of 100% durum wheat semolina over the forecast period due to durum wheat flour considered as whole grain flour. Additionally, health concerns among individuals will drive the sales of the 100% durum wheat semolina as it is a rich source of fibers, carbohydrates, vitamins, and others.

Regional Analysis

The global couscous market is segmented into North America, South America, APAC, Europe, and the Middle East and Africa

Europe to Dominate the Overall Couscous Regional Market

Europe is anticipated to dominate the overall couscous market in the forecast period. This can be attributed to a large base of consumers preferring dietary healthy foods and supplements. Moreover,   European consumers are paying more attention to a healthy diet such as superfoods, healthy snacks, vegan products, functional foods, and gluten-free products.

In 2018, the amount of couscous produced in the E.U. grew at a steady rate of 3.6%. According to the EU, France remains the largest consuming country in Europe comprises of approx. 43% of the total consumption.  Moreover, couscous production in France exceeded the figures in 2019 as the region recorded the second-largest production of couscous.

Europe's Dietary Guidelines Include Intake of Couscous

Couscous served with salad is one of the top three dishes in the European region. The dish is involved as one of the primary segments in Europe's food-based dietary guidelines that strongly recommend intake of couscous in the everyday meal as it contains nutritional content. This further propels the overall demand of the couscous in the European country.

Additionally, major players have included a wide range of organic products in the product portfolio. However, the European Commission has introduced a food safety policy that underscores human health and food safety. E.U. country appoints control bodies and authorities that inspect operations in the organic food chain.

North America to be the Second Leading Region

North Americans countries such as the US, Canada, and Mexico utilize high amounts of couscous in preparation of pasta. For records, on July 1, 2016- Kraft Heinz launched children pasta shape and sauces. Therefore, the consumption of the couscous is on the rise in the North American region. Due to considerable growth for the application of couscous in a wide range of food products, manufactures have launched an extensive range of new products that involve organic, gluten-free, flavored, and instant couscous to the market. Currently, in the United States, it has been witnessed that there is a high demand for organic couscous and gaining high popularity among the health-conscious population, and manufacturers are trying to address the situation. But, the manufacturers have to get product approval from the U.S. department of agriculture. The U.S. Department of agriculture offers standards to describe the specific requirements that are further verified by a USDA accredited certified agent before the product gets labeled as USDA organic. These organic standards are comprehended in the Organic Food Production Act, USDA organic regulations, and the National Organic Program Handbook.

Recent Developments

On August 28, 2019, Ebro Foods purchased the premium rice brand Tilda. Through this acquisition, Ebro not only expanded its portfolio of global premium brands of the company but also acquires a strong foothold in the British Market. Moreover, Ebro's acquisition with Tilda international nature will enhance the extensive development of other group products.

Furthermore, on April 12, 2017, the Hein Celestial Group, Inc., a leader in organic and natural products, announced the establishment of joint venture Rosetto Foods LLC. As part of the strategic partnership with Rosetto Foods LLC, Hein Celestial will license to the joint venture coupled with the intellectual property associated with its non-core Rosetto brand of Italian frozen foods. Rosetto Foods LLC will be responsible for the overall execution and operations.

Couscous Market Segmentation

By Product Type

• Moroccan Couscous
• Israeli Couscous
• Lebanese Couscous

By Raw Materials

• 100% Durum Wheat Semolina
• 100% Wheat
• Mix (Durum Wheat Semolina & Wheat)
• 100% Maize
• 100% Barley
• 100% Rice
• Multigrain

By Sales Channel

• Supermarket/Hypermarket
• Convenience Stores
• Online Stores
• Others

By Regions

• North America
• Europe
• Asia-Pacific
• South America
• The Middle East and Africa