The future of the pasta market is on a high and is likely to continue ruling the hearts of consumers across the globe for a while to come. As per a Neilson research, global pasta sales saw an increase of 0.6% in 2017, attributed to an increased awareness amongst consumers about adopting a healthier diet.
According to Paolo Barilla, president of International Pasta Association (IPA), “consumers are rediscovering the modern benefits of traditional pasta”. As per data from IPA, Asia and Africa are the most promising markets in terms of growth rate, while America is the largest market, with pasta consumption amounting to 2.7 million tons. Let’s have a look at the most promising futuristic trends to mark pasta consumption in the upcoming year:
Traditional Italian pasta dishes are still as much in demand today as they were when the world discovered the greatness of Italian food, decades back. Pasta trends may come and go, but the quintessential spaghetti with tomato sauce still remains an embodiment of everything pasta lovers across the world relish about the Italian pasta. Beyond being just a dish, it is representative of the Italian lifestyle, one that Italy will continue to export worldwide for a long time to come.
Sustainable food and organic ingredients are no more just buzz words but are being adopted as a way of life by more and more people across the world. In the spirit of this trend, pasta dishes too are undergoing a transformation, using more waste-free recipes with a focus on organic, home-grown produce. As a result, many classic recipes such as Ragu and Carbonara are seen to be making way for new vegetarian classics, towards a more responsible approach to the environment and human health.
Today’s consumers are extremely conscious of the health implications of their consumed food. They have a desire to know what raw materials go inside their food and wish to make informed choices accordingly. For pasta to continue being relevant as a nutritious food choice in the future, pasta producers will need to be more transparent with consumers about the ingredients that go in their products.
Simplicity is the future of food. The coming years will bring a revolution in our eating patterns that will completely disrupt the way we consume food. This ‘Less is more’ mantra will permeate into pasta consumption as well. Think lesser ingredients, smaller portions, more basic & simpler sauces, easy-to-execute recipes and fast-cooking methods.
Just like everything else, the future of pasta too lies in ‘glocalization’. Versatile and glocal recipes, those that adapt to the local culture while keeping the traditional Italian aspect intact are the ones that are likely to have a place in the future. For example, in a region where vegetarianism is predominant, Carbonara pasta sauce can be tweaked to be vegetarian so that it can be consumed by the locals, while at the same time, cooking the pasta “al dente”, that being integral to the traditional way of cooking it.
Today, it’s all about innovation and less and less about standardization. Consumer preference has become extremely dynamic. Pasta producers and food establishments need to ensure they keep pace with the ever-evolving demand by constantly innovating and staying ahead of the curve. What sells today may not necessarily work tomorrow.
The current trend is towards healthier pastas made from legumes and gluten free grains. Experts speculate that the future might see pasta dough made of minerals and super foods. There are also talks of shape-shifting pasta; considering the hyper-advancement of technology, it’s a real possibility that in the near future, the pasta you buy may have shape shifting abilities allowing it to turn into a variety of 3D structures!