Couscous Market - Global Forecast 2025-2030

The Couscous Market size was estimated at USD 1.64 billion in 2024 and expected to reach USD 1.74 billion in 2025, at a CAGR 6.41% to reach USD 2.38 billion by 2030.

Couscous is a traditional North African semolina-based staple that has transcended its origins to become a global culinary phenomenon. Characterized by its light, fluffy texture and neutral flavor profile, couscous serves as an adaptable foundation for diverse dishes, from hearty stews to vibrant salads. While its precise genesis remains debated among historians, evidence suggests couscous emerged in the Maghreb region millennia ago and was later popularized throughout Europe via French colonial ties. Today, it holds a unique cultural heritage status, having been recognized by UNESCO as Intangible Cultural Heritage in 2020.

In recent years, the couscous landscape has been dramatically reshaped by innovations and shifting consumer expectations. Manufacturers have extended product assortments beyond plain semolina to include flavored, colored, and alternative-grain variants, reflecting the rise of global fusion cuisine. Simultaneously, the adoption of gluten-free and organic formats has expanded the addressable consumer base, catering to those with dietary restrictions and wellness-driven preferences.

Beginning April 5, 2025, an additional general 10% tariff was applied to all imported goods entering the United States, encompassing HTS code 1902.11, which includes couscous. A further tranche of country-specific duties took effect April 9, 2025 for goods originating from nations listed in Annex I of the executive order. These layered measures have incrementally raised the landed cost of imported couscous, triggering supplier strategies to source from low-tariff origins or alter pricing models to maintain shelf competitiveness.

Demand for Israeli and Moroccan couscous remains strong among consumers seeking authentic textures, while premium pouches of organic and conventional blends are increasingly favored over bulk and boxed formats as on-the-go meal solutions gain traction. Retailers continue to allocate prime shelf space within supermarkets and hypermarkets, yet online channels are capturing a disproportionate share of growth due to personalized subscription meal kits and expedited delivery options. Within foodservice and catering, establishments from college cafeterias to boutique hotels and full-service restaurants are integrating couscous into menus to capitalize on its quick preparation times and versatile pairing potential. Household kitchens likewise prize couscous for its ability to absorb flavors from broths and sauces, positioning it as a year-round pantry staple.

In the Americas, the United States accounts for the lion’s share of regional consumption, with over 1.2 million tons of stuffed pasta and couscous consumed in 2024 and per-capita intake rising to 3.4 kg. Imports to the U.S. amounted to $16.6 million in 2023, though they declined 9.8% year-over-year as domestic producers sought to fill the void. Canada’s annual consumption trails the U.S., yet its robust foodservice sector absorbed 102,000 tons of imports valued at $354 million in 2023, reflecting a modest rise bolstered by multicultural dining trends. Meanwhile, Brazil’s burgeoning middle class and urban grocery chains like Pão de Açúcar are introducing flavored couscous variants to capture health-oriented, time-pressed consumers.

Across Europe, the Middle East and Africa, Italy (28% of global exports) and Morocco (23%) remain the predominant exporters, servicing markets in France, Germany, and beyond. Germany’s Alnatura leads the organic niche, while specialty retailers in France and Spain continue to champion artisanal varieties. In North Africa, couscous endures as a cultural mainstay, with local producers innovating ready-to-eat formats to bridge tradition with modern lifestyles.

Roland Foods has solidified its position as a premier supplier of both Moroccan and Israeli couscous to foodservice operators and retail grocers, offering granular semolina blends, pre-cooked formats, and value-added flavor kits tailored to chef requirements. Barilla, a global pasta leader, has successfully extended its brand equity into the couscous segment with a 500 g durum wheat semolina product launched across European and North American channels, leveraging its robust distribution networks and R&D capabilities to introduce quick-cook iterations. Goya Foods, widely recognized for its Hispanic culinary portfolio, has integrated couscous into its Latin-inspired rice mixes and side dish offerings, tapping high-traffic grocery and wholesale club channels. Alnatura stands out in the European organic category, emphasizing non-GMO, pesticide-free sourcing and appealing to environmentally conscious consumers with its certified couscous lines. Nipponham, through its ready-meal division in Japan, markets microwaveable couscous bowls that align with local preferences for quick, nutritionally balanced solutions, while Borges maintains a Mediterranean specialty focus by distributing premium semolina blends in pouch formats.

Industry leaders should prioritize active management of their ingredient supply chains to mitigate cost volatility driven by tariff fluctuations. Engaging in collaborative negotiations with logistics partners can unlock alternative routes or bonded warehouse solutions that minimize duty exposure. Simultaneously, R&D teams must accelerate the development of value-added couscous applications-such as fortified, flavored, and ethnic-inspired variants-to diversify portfolios and command premium positioning. Omnichannel distribution strategies are critical: bolstering e-commerce platforms and digital marketplaces ensures direct access to health-focused and convenience-oriented consumer segments, while optimizing in-store product placements sustains visibility among traditional shoppers. Furthermore, investing in sustainability credentials-ranging from organic certification to transparent carbon footprint labeling-will reinforce brand credibility and foster higher price tolerance. Finally, establishing strategic partnerships with foodservice operators, from institutional cafeterias to boutique restaurants, can drive incremental volume and elevate couscous as a versatile alternative to rice and pasta in mainstream menus.

This report synthesizes both primary and secondary research methodologies to ensure robust, actionable insights. Secondary data was compiled from trade databases, national customs records, and industry publications to map historical import-export flows, consumption volumes, and price trends. Primary research comprised in-depth interviews with senior executives in manufacturing, distribution, and foodservice, alongside surveys of key retail buyers to validate channel-level dynamics and emerging preferences. Rigorous data triangulation and cross-verification procedures were employed to confirm the reliability of quantitative estimates and qualitative observations.

Our approach integrates competitive benchmarking, scenario analysis, and sensitivity testing to assess the impact of external factors such as tariff changes, raw material costs, and shifting consumer behavior. Analytical frameworks including Porter’s Five Forces and SWOT were applied to contextualize the strategic positioning of leading players. This structured methodology underpins the strategic roadmap and supports decision-makers in crafting resilient, growth-oriented business plans within the dynamic couscous market.

In conclusion, couscous remains a resilient and versatile grain product that continues to expand beyond its traditional North African roots into global mainstream consumption. The industry is being reshaped by health-driven product innovation, evolving packaging formats, and the acceleration of digital distribution channels. U.S. tariff measures in 2025 have introduced new cost challenges, prompting strategic sourcing realignments and pricing recalibrations. Segmentation analysis underscores the importance of targeted product offerings-from Moroccan and Israeli varieties to organic and flavored blends-across distinct distribution and end-use applications. Regional insights highlight differentiated growth trajectories across the Americas, EMEA, and Asia-Pacific, driven by unique consumer preferences and market maturities. As key players refine their portfolios and expand their digital footprints, the overarching opportunity lies in continually adapting to regulatory shifts, capitalizing on health and convenience trends, and leveraging sustainability as a competitive advantage.

To explore the full depth of these findings and leverage them for strategic breakthroughs, reach out today to Ketan Rohom (Associate Director, Sales & Marketing at 360iResearch). He will guide you through how this comprehensive couscous market report can inform your product development, distribution, and pricing strategies, ensuring you capitalize on emerging opportunities and navigate evolving trade dynamics with confidence.