Couscous Market Size, Share & Trends Analysis Report 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 Thickness (Fine Couscous, Medium Couscous, Thick Couscous) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2025-2033

Couscous Market Size

The global couscous market size was valued at USD 32.83 billion in 2024 and is estimated to grow from USD 34.02 billion in 2025 to reach USD 45.25 billion by 2033, growing at a CAGR of 3.63% during the forecast period (2025–2033).

Couscous is a traditional North African dish made from tiny steamed granules of crushed durum wheat semolina. It is a staple in Moroccan, Algerian, and Tunisian cuisine, often served with stews, meats, or vegetables. Couscous is available in different varieties, including Moroccan (smallest), Israeli (pearl-sized), and Lebanese (largest). It is known for its light, fluffy texture and quick cooking time, making it a popular choice for healthy and convenient meals. With its mild flavor, couscous easily absorbs seasonings and sauces, making it a versatile ingredient in Mediterranean and Middle Eastern dishes.

The market is driven by the rising demand for convenient and quick-to-prepare meals, especially among busy urban consumers. With changing lifestyles and increasing work schedules, consumers seek nutritious options that require minimal cooking time, positioning couscous as a preferred choice. Moreover, the growing popularity of plant-based and vegetarian diets has boosted couscous consumption as a versatile grain alternative. The expansion of e-commerce and online grocery platforms has further fueled market growth by providing easy access to a variety of couscous products.

Latest Market Trends

Expanding product varieties

The global couscous market is witnessing an expansion in product varieties as manufacturers introduce new formulations to cater to evolving consumer preferences. This includes gluten-free, organic, whole-grain, and flavored couscous options.

For instance,

• In October 2024, Simply Wholesome Pantry launched 14 new products to Woolworths supermarkets, including a gluten-free couscous made entirely from corn. This product caters to consumers seeking gluten-free options.
• Similarly, in February 2025, Martino, an Italian couscous producer, showcased a diverse range of couscous products at Gulfood 2025, emphasizing Italian culinary innovation.

Such innovations enhance market growth by appealing to health-conscious and convenience-seeking consumers. With the rising demand for diverse flavors and dietary inclusivity, the market is expected to see further product diversification in the coming years.

Couscous Market Growth Factors

Growing consumer interest in healthy and international cuisines

The growing consumer interest in healthy and international cuisines is driving the global couscous market share. As people seek nutritious and diverse meal options, couscous is gaining popularity for its health benefits and versatility in Mediterranean and Middle Eastern dishes.

• For instance, in 2024, IFIC's Food and Health Survey indicated that healthfulness was a significant purchase driver for 62% of consumers, following taste (85%) and price (76%). Additionally, a 2025 analysis by Global Banking and Finance Review noted that 64% of consumers cited health benefits as a key factor influencing their food choices.

Couscous, being rich in fiber, protein, and essential nutrients, aligns with this trend. As global palates expand, its presence in restaurants, grocery stores, and home kitchens continues to grow, further fueling market demand.

Restraining Factors

Competition from other grains

The global couscous market faces strong competition from other grains, such as quinoa, rice, and bulgur, which offer similar health benefits and versatility. Consumers seeking high-protein, gluten-free, or fiber-rich options often choose quinoa or brown rice over couscous. Moreover, bulgur, a staple in Middle Eastern cuisine, competes directly with couscous in traditional dishes. With the growing demand for ancient grains and superfoods, couscous struggles to differentiate itself. Brands must emphasize their convenience, affordability, and culinary adaptability to maintain market share. Without strong marketing and innovation, couscous risks losing ground to these widely recognized and nutritionally competitive grain alternatives.

Market Opportunity

Increased availability in retail chains

The global couscous market is expanding due to its increased availability in retail chains, particularly supermarkets and hypermarkets. Major retailers are stocking a wider range of couscous products, catering to growing consumer demand for convenient, nutritious meals.

• For instance, Carrefour and Tesco have expanded their couscous offerings, making it more accessible in Europe and the Middle East. The trend is also visible in North America, where retailers like Walmart and Whole Foods are incorporating diverse couscous varieties, including organic and flavored options.

This expansion improves product visibility and encourages higher consumption. As retail chains continue to enhance their global reach, couscous manufacturers have a significant opportunity to capture new markets and boost sales.

Regional Insights

North America: Dominant region

North America is the dominant region in the global couscous market, driven by increasing consumer preference for healthy and convenient meal options. The rising demand for Mediterranean and Middle Eastern cuisine, coupled with the growing trend of plant-based diets, has fueled couscous sales in the U.S. and Canada. Major supermarket chains like Whole Foods and Walmart offer a diverse range of couscous products, including organic and gluten-free variants. Moreover, companies such as Near East and Roland Foods are expanding their product lines to cater to health-conscious consumers.

Europe: Significantly growing region

Europe is experiencing significant growth, primarily due to increasing consumer awareness of ethnic foods and healthy eating habits. Countries like France, Germany, and the UK are leading the demand, as couscous is widely consumed in Mediterranean and North African-inspired dishes. The growing popularity of plant-based diets and organic foods has also contributed to market expansion. For example, in France, major retailers like Carrefour and Auchan have expanded their couscous offerings, introducing whole grain and pre-seasoned variants.

Country Analysis

• United States: The U.S. couscous market is expanding due to increasing demand for Mediterranean and North African cuisine. Major retailers like Whole Foods and Walmart stock diverse couscous varieties, including organic and gluten-free options. Brands like Near East and Roland Foods have seen rising sales, driven by health-conscious consumers and the growing popularity of plant-based diets. The rise of online grocery platforms also boosts accessibility.
• Germany: Germany’s couscous market is growing as consumers embrace international cuisines and healthier diets. The demand for organic and whole-grain couscous has surged, with retailers like REWE and Edeka expanding their offerings. The country’s significant North African and Middle Eastern immigrant population also fuels market demand. German brands such as Alnatura focus on organic couscous, catering to the increasing preference for natural and minimally processed foods.
• Japan: In Japan, couscous is gaining popularity as a convenient and nutritious alternative to rice. The growing interest in global cuisines and healthy eating has led supermarkets like AEON and Ito Yokado to introduce various couscous products. Brands such as Nipponham have launched ready-to-eat couscous meals, aligning with Japan’s demand for quick and easy meal solutions. Online food retailers are also expanding availability.
• India: India’s couscous market is emerging, driven by urban consumers seeking healthy meal alternatives. The increasing adoption of Western diets and plant-based foods has boosted demand for couscous in metropolitan areas. Premium grocery stores and online platforms like BigBasket offer couscous from brands such as Borges and Organic Tattva. However, rice and wheat-based traditional diets still dominate, limiting widespread adoption.
• South Korea: South Korea’s couscous market is growing as health-conscious consumers explore diverse international foods. The rise of global fusion cuisine and an increasing number of vegan and vegetarian restaurants have fueled couscous demand. Major supermarkets like Lotte Mart and E-Mart have expanded their couscous selections, with brands like Barilla entering the market. The influence of social media and food influencers further promotes couscous-based dishes.
• Brazil: Brazil’s couscous market is expanding due to increasing consumer interest in healthy and quick-to-prepare meals. Couscous is particularly popular in urban areas, with supermarkets like Pão de Açúcar and Carrefour offering a variety of options. The country’s growing middle class and exposure to international cuisines through tourism have contributed to the rising demand. Local brands are also introducing flavored couscous variants to attract consumers.

Couscous Market Segmentation Analysis

By Product type

Moroccan couscous dominates the global couscous market due to its widespread consumption and cultural significance. It is the smallest and most traditional variety, commonly used in North African and Middle Eastern cuisine. Its quick cooking time, versatility in savory and sweet dishes, and affordability contribute to its high demand. Moreover, Moroccan couscous is a staple in packaged and ready-to-eat meals, further driving its market presence. The growing popularity of Mediterranean diets and increasing awareness of North African cuisine in Western countries also boost its demand, making it the most widely consumed type globally.

By Raw materials

Couscous made from 100% durum wheat semolina holds the largest market share due to its superior texture, high protein content, and authentic taste. Durum wheat semolina enhances the firmness and quality of couscous, making it the preferred choice among consumers and manufacturers. This variety is widely used in both traditional and instant couscous products, catering to growing numbers of health-conscious consumers seeking nutritious grain-based foods. Additionally, its popularity in Mediterranean and Middle Eastern cuisines, along with the increasing demand for organic and high-protein pasta alternatives, strengthens its market dominance.

By Sales channel

Supermarkets and hypermarkets lead the couscous market in terms of sales channels, offering a wide variety of brands and packaging sizes under one roof. Consumers prefer these retail outlets for their convenience, immediate product availability, and ability to compare different couscous types. Large supermarket chains also promote private-label couscous brands, making the product more accessible. Moreover, growing urbanization and the expansion of supermarket networks, especially in developing economies, drive higher sales. While online shopping is gaining traction, in-store purchases remain dominant due to the preference for physically inspecting food products before buying.

By Thickness

Medium couscous is the most popular thickness category in the couscous market, striking a balance between fine and thick varieties. Its versatility makes it suitable for a wide range of dishes, from salads like tabbouleh to stews and side dishes. Medium couscous also cooks quickly while maintaining a desirable texture, making it ideal for both traditional home-cooked meals and commercial food service applications. Its adaptability to different cuisines, including Middle Eastern, Mediterranean, and European dishes, further boosts its demand. As consumer preferences shift toward convenient yet authentic meal options, medium couscous remains the most sought-after variety.

Company Market Share

The global couscous market is highly competitive, with key companies focusing on product innovation, expansion, and strategic partnerships to gain market share. Major players are introducing organic, whole grain, and gluten-free couscous to cater to health-conscious consumers. Some companies dominate through strong retail distribution networks, supplying supermarkets, hypermarkets, and online grocery platforms. Others focus on private-label production for major retailers, ensuring steady market penetration.

Recent Developments

• February 2025 – RIVEXIA launched ABIBEL, a premium couscous brand designed to offer a refined culinary experience. Packaged in 1-kilogram packs, ABIBEL features a light, fluffy texture and an authentic, artisanal taste, making it ideal for both everyday meals and gourmet dishes. Crafted from high-quality durum wheat, the product aims to appeal to health-conscious consumers and fine-dining enthusiasts alike.

Analyst Opinion

As per our analyst, the global couscous market is poised for steady growth, driven by increasing consumer preference for convenient, nutritious, and versatile meal options. The rising adoption of plant-based diets and the expanding popularity of Mediterranean and Middle Eastern cuisines are further fueling demand.

Moreover, the growing influence of e-commerce and online grocery platforms has enhanced product accessibility, allowing a wider consumer base to explore different couscous varieties. However, the market faces certain challenges, including fluctuating raw material prices, which impact production costs and pricing.

Despite these challenges, the market continues to thrive, supported by government initiatives promoting whole grains and healthier eating habits. As manufacturers introduce innovative packaging and fortified couscous variants, the market is expected to maintain its upward trajectory, catering to evolving consumer preferences worldwide.