Four things to know about alternative pastas
New pasta-bilities
Statista estimates pasta sales in Canada will reach US$1.18 billion in 2025, though growth in recent years has been sluggish. Mauricio Yin Vieira, vice-president of market strategy and understanding at Ipsos, echoes this, noting that pasta-eating occasions are “somewhat flat.”
But, the market is set for renewed momentum. Statista forecasts “moderate growth” through 2030, with a compound annual growth rate of 3.26%, driven by “increasing health consciousness and the introduction of innovative pasta varieties”—for instance, more non-wheat options. Demand is especially strong “among gen Z and millennials who are more likely to have dietary restrictions,” says Yin Vieira.
Alternative pasta is “a huge category for us,” says Digs Dorfman, founder and co-worker of Toronto organic and natural food grocer The Sweet Potato. Though corn-, rice- and quinoa-based options remain top sellers, driven by gluten-free diets, sales have plateaued in recent years. Now, he says, demand is rising fast for protein-rich options such as black beans and chickpea pastas, which—as legumes—are naturally gluten free, too. “A lot of people are going to gyms and trying to get jacked,” he explains of the desire for higher-protein alternatives. Also trending? Pastas with unique flavour profiles such as Just Taste Organic Sweet Potato Pasta—a customer favourite, says Dorfman, and a natural fit for The Sweet Potato brand.
Against the grain
In Canada, gluten-free pasta launches increased by 13% between 2020 and 2024, according to Innova Market Insights. One key driver has been increased investment from global manufacturers.
Italy’s Andriani S.p.A, for instance, introduced its Felicia brand to Canada with varieties such as brown rice noodles, spirulina spaghetti, red lentil penne pasta and buckwheat mezzi rigatoni.
Following a successful launch with Costco Canada last year, Felicia will expand to several other retailers. “We’re not just attempting a one-time brand launch; we’re launching Felicia with a long-term commitment to stay,” says Carlo Stocco, managing director North America for Andriani. “Our goal is to build lasting partnerships and bring meaningful innovation to the market.”
That commitment includes the opening of Andriani’s multi-million dollar, 61,000 sq.-ft. production facility in October in London, Ont.—the company’s first in North America.
“While the plant will serve all of North America, Canadian customers will have the option to source locally from one of the most recognized manufacturers in this category,” says Stocco.
Noodle around
At Italian grocer Esselungo, Felicia’s full lineup sits alongside traditional semolina pasta, not in a designated health foods section of the store. It’s a merchandising strategy Stocco believes North American stores should consider. “Felicia is present with more than 10 items,” says Stocco, helping Esselunga “enlarge the category audience” and “improve overall performance.”
Pasta pivot
The number of pasta varieties—corn, rice, buckwheat, millet, chickpeas, lentils and edamame—continues to grow. But, in a crowded market, some brands are homing in on their most popular options.
Switzerland-based Explore Cuisine, sold at Loblaws, Save-On-Foods and Sobeys, is focusing launches on two core varieties. “All new products will be edamame and red lentils,” says CEO Greg Forbes. The brand will continue producing black bean and chickpea SKKUs, but sees greater potential in the other two.
Red lentil pastas cook quickly, has a kid-friendly flavour and a nutrition profile parents appreciate. Edamame pasta is packed with plant protein and made from two ingredients. “We crush edamame beans into [bean] flour, add water—that’s it,” explains Forbes. “No fillers, additives and flavourings.”
At CHFA Now Toronto in September, Explore debuted a red lentil elbow cut—its first elbow pasta—and an edamame and mung bean rigatoni. “It’s the first time we’ve been able to get edamame into a shortcut pasta and took us about five years to develop at our plant in Thailand,” says Forbes. The brand will also relaunch its existing products with new packaging.
