Global Couscous Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2024-2032)

Couscous Market Insights

• Data on couscous imports revealed a 15% increase, which is indicative of increased demand for diverse varieties and quality products from world markets.
• Quick-prep and ready-to-eat couscous products are gaining traction among busy professionals, bolstering the growth of the couscous market.
• The sales tend to soar because there are flavoured, organic, and gluten-free options of couscous, all meeting different dietary requirements.
• About 65% of busy professionals eat prepared meals within a very short time, therefore the need for such ready-to-eat couscous products.

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Couscous Market Trends

Plant-based meal kits featuring couscous are gaining popularity among health-conscious consumers.

Plant-based meal kits, centred on couscous, are among the significant trends of the couscous market presently. The benefit here is the increasing demand for convenient, healthy, and sustainable meal options among environmentally conscious consumers. Brands are now offering the inclusion of couscous in ready-to-eat or quick-prep kits, which highlights the couscous product's versatility and nutritional benefits and makes a strong pitch for a more sustainable lifestyle. The move not only gives couscous more appeal but also places it as a strong contender in the plant-based food movement.

Industry News

July 2020

Diari introduced multi-grain couscous. Made from 5 cereals (wheat, barley, oats, corn and rye), the new multi-grain couscous from Diari guarantees you lots of fibre with a great taste.

September 2018

Diari launches Diari Express Barley couscous. New is the Barley Couscous Express, which complements the DIARI couscous range. The well-being-conscious consumer with little time to spare for meal ideas will appreciate this innovation. Barley Couscous Express takes only 8 minutes to prepare. It is rich in fibre, digestible and dietary.

Historical Market Analysis

Historically, the couscous market was affected by some issues including competition from other grains, fluctuation in raw material prices, and not much awareness concerning its consumption among consumers. The firms began to change this aspect as they invest in marketing campaigns to inform consumers about the health benefits of couscous consumption, affecting the global couscous demand. The firms are diversifying their product lines to include organic and gluten-free options as presented to meet various dietary preferences. In addition, strategic partnerships with other retailers and e-commerce platforms have been continuously improving the distribution of couscous to make it more acceptable and palatable to an increasingly broader consumer base.

Opportunities in the Couscous Market

Opportunities include product innovation, emerging markets, e-commerce growth, and partnerships with health brands.

• Product Innovation: Introducing organic, gluten-free, and flavoured couscous focusing on the preferences of a large number of consumers.
• Expansion in Emerging Markets: Harnessing the rising markets of Asia and Africa, where healthy grains are increasingly being in demand.
• e-Commerce Growth: Utilisation of web-based channels for better reach and distribution in addressing health-conscious customers, thus opening up new couscous market opportunities.
• Collaborations with Healthy Brands: Nutri-centric brands or meal kit services to explain couscous as a healthy ingredient.

Market Dynamics

Health benefits, convenience, and accessibility drive growth in the couscous market.

Health awareness is a strong motivating factor for consumers, who choose nutritious content containing protein and fibre content. In addition, the need for easy, convenient meals increases due to growing urbanisation and busy lifestyles. Furthermore, couscous is easily accessible in various forms like conventional, canned, and frozen forms through multiple distribution channels. Such factors result in enhanced couscous market dynamics and trends. The health-related attributes concerning the prevention of cancer because of the presence of selenium and enhancing immunity attract customers in the youth segment. However, challenges such as competition from alternative grains and fluctuating raw material prices could impact growth. Apart from this, the market's outlook is positive, with a growing trend of healthy eating propelling it upwards.

Growth Drivers

Couscous's health benefits and convenience drive global market growth among health-conscious consumers.

The growth in the global market for couscous can primarily be associated with the health benefits linked with the consumption of couscous. In addition, owing to the rising industrialisation and development of the economic sector, the number of working professionals are increasing, subsequently boosting the emphasis on convenient, easy to cook, and affordable food options, hence propelling the demand for couscous. The growth of couscous market can also be associated with the ease in availability of couscous in conventional, canned, and frozen forms across various distribution channels. In addition, due to the unhealthy and sedentary lifestyle, couscous is becoming increasingly popular among the younger generation as a healthy snack owing to its low caloric value and high protein and fibre content. Furthermore, the presence of selenium in couscous has been proven beneficial against the development of cancer cells in the body. It can improve the immunity level of the body by lowering oxidative body stress. The rising market growth can thus be attributed to the advantages of couscous consumption.

Market Restraints

Limited awareness, competition from grains, supply chain issues, and regulatory hurdles restrain couscous growth.

Constraints in the couscous market include factors such as limited awareness of the current consumer base towards the diversity of this product beyond what it originally is. Interproduct cannibalization by other types of grain such as quinoa and rice can also impact the percentage share of the couscous market, affecting the couscous market revenues. Also on the supply side, sourcing good quality durum wheat may not be possible due to logistical issues that may increase cost, hence affecting production costs. Regulatory issues about labelling food and health claims also aim at preventing a jump in market size. In addition, there are particular perceptions of couscous in some regions as a niche product, which may restrict its expansive growth and popular acceptability among different groups of consumers.

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Couscous Industry Segmentation

“Couscous Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

On the basis of thickness, the market can be segmented into:

• Fine Couscous
• Medium Couscous
• Thick Couscous

Based on distribution channel, the market can be divided into:

• Supermarkets and Hypermarkets
• Independent Retailers
• Convenience Stores
• Speciality Stores
• Online
• Others

Based on region, the market can be segregated into:

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Couscous Market Share

By Thickness Analysis

Fine, medium, and thick couscous appeal to convenience, tradition, and gourmet health trends.

The couscous market can gain traction through its various thickness types. Fine couscous has gained popularity among consumers due to its relatively fast cooking time and versatility, which allows for great, creative salads and side dishes, particularly for the convenience-seeking lifestyle-conscious consumer. As per couscous market analysis, the medium couscous strikes a good balance between texture and cooking times, making it very popular in traditional prepared dishes and meal kits that also strongly appeal to many home cooks and families. Meanwhile, the thick couscous is becoming in vogue among gourmet and health-conscious consumers that will appreciate its hardiness as well as unique texture, thus giving much-needed depth to culinary experiences and nutritious meal options.

Market Analysis by Distribution Channel

Sales will increase through supermarkets, independent retailers, convenience stores, specialty stores, and online channels.

Sales in the couscous market will be bolstered through various distribution channels. The wide visibility and accessibility characteristic of supermarkets and hypermarkets attract bulk buyers and family shoppers. Independent retailers offer personalised service and local products for the community-minded. The convenience stores target the on-the-go shopper who seeks easy meals on the go, which encourages impulse buying. As per couscous industry analysis, specialty stores attract health-conscious customers seeking organic or unique varieties that boost niche market sales. The online channel becomes more accessible, and consumers can explore more options of their choice, and also easily buy from them, particularly if they are occupied with lifestyles. Lastly, others, which could be farmers' markets and food festivals, can target niche audiences who are looking for high-quality products.

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Couscous Market Regional Insights

North America Couscous Market Dynamics

The North America couscous market has a very diverse marketplace led by an increasing number of multicultural consumers, which helps to increase interest in Mediterranean and Middle Eastern cuisine. Health trends are a very important driver, and the benefits consumers increasingly look for in food products-being fat-free and fibre-rich aren't lost on couscous, with the clean eating movement in mind. Varieties such as flavoured and organic options are just some of the new developments that enhance appeal and meet changing consumer tastes. Another aspect that makes the sourcing of durum wheat responsible is the emphasis on sustainability, and customers with environmental awareness therefore go for products sourced from those companies. In addition, introduction of ready-to-cook meal packages that include couscous improves its popularity among the younger generations.

Europe Couscous Market Opportunities

Europe couscous market presents several opportunities for growth. Since more customers are opting for a healthy yet easy-to-eat food, demand for plant-based diets, which uses couscous as an adaptable ingredient, has been rising incrementally. Online sales is also growing in strength, which means brands can go directly to the health-conscious consumer even more effectively. Visibility like this can certainly generate more sales if the meal kit services of these brands are also utilised, tapping into the busy lifestyles of modern consumers looking for quick, nutritious meal solutions.

Asia Pacific Couscous Market Insights

The Asia-Pacific couscous market is growing at an impressive rate due to increasing awareness about health and rising demand for ready meal solutions. Rising international cuisine has been popularised by the growing Asian middle-class for North African food. There is also a greater inclination toward ready-cooked solutions with urbanisation and hectic lifestyles. Online shopping is picking up, so now more people are able to reach out for couscous. Further, with the innovation of new flavours and organic couscous, the young population is attracted to it, thereby enhancing market potential.

Latin America Couscous Market Drivers

Health awareness and the growth in the increased demand for healthier, hassle-free food consumption patterns are also driving the Latin America couscous market. Customers seek vast varieties in plant-based diets. Versatility in couscous makes it an attractive ingredient for varied use. There is an ever-increasing urge for quick preparation meals accelerated by urbanisation and busy lifestyles. Companies such as Natural Foods respond to these trends through organic and ready-to-eat couscous products. Also, the soaring trend of Mediterranean food systems creates interest; it steers the local brands toward new innovation in flavour and packaging suitable to regional preferences that increase market growth.

Middle East and Africa Couscous Market Trends

Local regional traditions in cuisine and health preference trends in regional areas like the Middle East and Africa often regulate the couscous market in the Middle East and Africa. Traditional couscous dishes support high and steady demand in North Africa. Consumers in GCC countries increasingly have an interest in gourmet and organic couscous products targeting the luxury health-conscious consumer. South Africa enjoys a high level of interest in fusion food, where local brands are looking to develop innovative couscous dishes that combine traditional flavour profiles with modern dietary patterns. With the advancement of food delivery services online, more people can enjoy the variety of couscous offered.

Market Overview of Innovative Couscous Startups

Aquarium accessories startups are indeed coming in with very niche segments in organic and gluten-free couscous to take advantage of the increase in health demand. They are directly reaching consumers for sales, which in turn enhances accessibility through e-commerce platforms. Many more take strategic partnerships with meal kit services and health-conscious restaurants to build visibility and use at least some form of social media marketing to tap the incredibly health-conscious younger set.

Couscous & Co.

Founded in 2019, in California, Couscous & Co. specialises in organic and gluten-free couscous products. This startup focuses on offering innovative, ready-to-eat meals produced according to healthy and demanding taste for conscious consumers. Constantly attracted by altogether healthy and sustainable offers, the company particularly focuses on origins strictly made in the United States.

Couscous Delights

Founded in 2021, in Cape Town, South Africa, Couscous Delights is offers a range of flavoured couscous products inspired by African and Mediterranean traditions while focusing on healthy eating through convenient meal options that are respectful of local culinary heritage.

Competitive Landscape

Couscous market players are strategizing to gain their piece of the profit pie through organic, gluten-free, and flavoured couscous varieties for the health-conscious consumer. Optimization of supply chains aims to reduce costs while improving efficiency in distribution. This is achieved through e-commerce and partnerships with grocery chains. Such strategies enhance investment in marketing campaigns for the couscous companies that focus on the health benefits and culinary versatility associated with couscous. This approach targets a more substantial customer base, which is a greater determinant of sales and profit margin increases.

Key Market Players

Key industry leaders in this market are:

US Durum Products Ltd

US Durum Products Ltd is a company headquartered in Minneapolis, Minnesota, established in 2005, specialising in quality durum wheat products. US Durum Products Ltd offers a range of couscous types, from traditional to innovative couscous options that are suitable to health-conscious consumers as well as culinary enthusiasts.

Ebro Foods, S.A.

Ebro Foods, S.A, was an internationally leading food group founded in 2000 and located in Madrid, Spain. It came with the pasta and couscous products to better address varied customer preferences while boosting healthier consumption.

Dari

Dari company was established in 2010 and located in Tunis, Tunisia. The company specialises in producing the highest-quality couscous and semolina, but it ranges from traditional Tunisian couscous to flavoured ones and even organic ones, intending to preserve culinary heritage that usually meets modern trends and health consumptions.

Other market players in the Couscous industry include Forafric Group, among others.

Recent Developments

September 2021

Martino launched gluten-free couscous. They come in three different types, it can also be used for breading food. The special raw materials are brown rice flour, brown rice flour and cauliflower, corn flour and beetroot.