Italy: most widespread pasta brands in 2017

In Italy, the list of most widespread brands of pasta in 2017 saw Barilla heading the ranking, with 98 percent. Private label brands were present in 90 percent of supermarkets, while De Cecco’s pasta was available in 87 percent of Italian supermarkets during that year.

 Private label pasta

Figures on trends reported in 2017 showed that some supermarkets provided more space to their own private label pasta in their stores. Compared to 2016, 61 percent of stores owned by the retail chain Esselunga allotted more shelf space to their own pasta brand, and consequently less space to other pasta brands. To a lesser extent, this happened in other supermarket chains such as Unes, Coop and Pam, too.

 Brand loyalty

Aside from private labels, brands influence a significant share of Italian consumers, according to this survey. Nevertheless, only 14 percent of consumers are completely loyal to their favorite brand, while a greater percentage of consumers gets influenced by discounts. In fact, in 2017, 69 percent of surveyed individuals tended to choose the pasta on sale rather than a range of favorite pasta brands.

Most widespread pasta brands available in supermarkets in Italy in 2017

Share of supermarkets
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Release date

July 2017



Survey time period


Number of respondents

115 respondents

Special properties

Supermarkets and superstores

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Statistics on "Pasta market in Italy"

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