Couscous Market Size, Share and Growth Analysis Report - Forecast Trends and Outlook (2025-2034)

The global couscous market was valued at USD 37.62 Billion in 2024. The industry is expected to grow at a CAGR of 3.10% during the forecast period of 2025-2034. The market growth is stimulated by the availability of various combinations of couscous like flavored, organic, and gluten-free types. Moreover, quick ready-to-eat and quick prep couscous products are gaining acceptance by busy professionals those looking for convenience meal solutions without compromising their health. In turn, these factors have resulted in the market attaining a valuation of USD 51.05 Billion by 2034.

Couscous Market Overview

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. Couscous was traditionally famous in North Africa and Middle East regions. However, firms began to change this limitation as they increasingly invested in marketing campaigns to inform consumers about the health benefits of couscous consumption, affecting the global couscous demand. The market growth was then triggered by the shifting consumer preferences for more convenient and nutritious food. Couscous contains high fibre, protein, and essential vitamins, and thus, attracts the attention of health-conscious consumers.

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. Development in the market is further propelled by the continuous growing demand among people for ethnic and international foods, and businesses broaden their product range to meet changing trends and preferences.

Couscous Market Growth

The increased awareness and demand for healthier food options have significantly prompted the growth of the couscous market. The current trend is for organic, gluten-free and plant-based couscous products. Consumers who are becoming increasingly conscious of their diets prefer alternatives for needs like gluten-free couscous for gluten-intolerant consumers. The growing adoption of vegan lifestyles have incorporated couscous as an essential grain in food as they are nutritionally rich in fiber, protein, and essential minerals. Due to this trend towards health, companies are producing diverse product systems meant for consumers with interests in healthy, nutritional meal comforts.

Convenience food is the other niche that is increasingly carving out the couscous market growth. This niche particularly centres around busy professionals and urban consumers. The use of fast-to-prepare and ready-to-consume couscous has become highly popular because of easy and quick preparation time and consumption flexibility. Making such nutrition-rich meals also save huge amounts of time and hence, it is increasingly preferred by consumers as time remains one of their top priorities. The market is, thus, expected to fuel growth with pre-cooked instant couscous that come in different flavours with their increased commercialisation in the ready-to-eat food sector.

Key Trends and Developments

Key trends observed in the market are growing popularity of plant-based meal kits, rising demand for gluten-free and specialty diets, rise in flavored couscous products, and adoption of sustainable and organic products.

October 2024

Entangled Capital SGR, through its EC I fund, acquired 51% of the capital of Sipa International, a leading producer of high-quality couscous supplied both to third parties and under its family brand Martino. The investment marks the EC I fund's eleventh transaction, including add-ons, and consolidates its portfolio across a wide range of key and dynamic areas.

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.

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.

February 2020

The Dalia Food Group, owned by the Jamal Eddine family, consolidated its companies, particularly the two with the most logistical and commercial growth potential. Furthermore, the governing bodies of this group, have agreed to a merger-absorption transaction between Dalia Grains and Dalia Comodex.

Growing Popularity of Plant-based Meal Kits

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.

Rising Demand for Gluten-Free and Specialty Diets

One of the key factors contributing to the growth of the couscous market is the increasing gluten-free requirement. An increasing number of consumers have now turned to gluten-free diets due to health issues or even allergies. Couscous is traditionally made using wheat, however, nowadays many manufacturers are creating gluten-free products with the use of quinoa, rice, or corn alternatives. This also includes various other special diets like vegan, organic, and low-carb. Thus, health-conscious people tend towards such nutritious and dietary-friendly options, propelling the couscous demand.

Rise in Flavored Couscous Products

While consumers continue to seek innovative and refreshing ways to consume this traditional grain, flavored couscous is gaining huge popularity in the developing markets. Flavors like lemon, tomato, garlic, and Mediterranean herb flavors are being launched by manufacturing companies like Kompass, that are appealing modern consumer preference. This trend particularly matches countries like the United States and the United Kingdom, where ready meals and convenience foods are becoming increasingly popular. Flavored couscous thus presents an easy to spice up a meal without any further seasoning. This flexibility allows companies to create a variety of taste profiles and satisfy consumers who crave variety and novelty in their daily meals, thus pushing the market to grow even further.

Growing Adoption of Sustainability and Organic Options

Sustainability and consumer inclination towards organic options is one of the continuous trends in the couscous market as consumers are growing more eco-conscious and are becoming aware of their food sources. Thereby, organic couscous is gaining popularity among consumers as they are environmentally friendly and ethically sourced. To respond to this ongoing trend, companies are expanding their product lines include organic couscous while maintaining sustainability in agricultural practices. These clean-label couscous are also free from artificial additives and preservatives. Hence, as sustainability continues to be a rising concern, brands are becoming more committed to environmentally responsible production methods.

Opportunities in the Couscous Market

An increase in the number of product developments is one of the major opportunities for growth in the couscous market. Organizations are focusing more on adding innovative organic, gluten-free, or flavored kinds of couscous in response to the ever-evolving consumer preferences. While organic couscous meets the demand of health-conscious and gluten-sensitive consumers who look out for the food devoid of synthetic pesticides and chemicals are driving the market growth. Flavored couscous such as lemon, tomato, or Mediterranean herb variants is quite easy and convenient. Consumers are finding these much more convenient as interesting meal solutions. With these innovations in the product lines, brands will be able to expand their market share, as well as appeal to most diverse diets, preferences, and lifestyle choices among consumers.

Partnering with nutri-centric brands or meal kit services presents another significant opportunity for couscous market growth. Companies can leverage their association with health-focused brands that advocate clean and plant-based eating or wellness-oriented products by positioning couscous as a nutritious and versatile ingredient. In addition to this, the trend of opening meal kit services widely preferred by busy housewives, couscous can be consumed as an integral part of the healthy porridge with high fiber and protien content in the offerings. Couscous manufacturing companies can tap in this niche segment while driving visibility of their products and highlighting their brand credibility in the wellness sector.

Couscous Market Trends

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 is 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 couscous market growth can thus be attributed to the advantages of couscous consumption.

Market Restraints

• 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.
• 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 perceptions of couscous in some regions as a niche product, which may restrict its expansive growth and popular acceptability among different groups of consumers.

Couscous Industry Segmentation

“Couscous Market Report and Forecast 2025-2034” 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

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 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 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.

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 can 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.

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.

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.

Innovative Couscous Startups

Couscous 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 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.