The market leaders in the global pasta industry, like Italy's Barilla,rnare increasingly focusing their growth resources on non-traditionalrnmarkets that lack an identifiable pasta eating culture like Chinarnand India where rice (India and China) and noodles (China) are thernstaples. This is where the real opportunities exist for global pasta, inrnour opinion, over the next five years and beyond. Realistically, thernItalian market, for instance, does not offer much room for growth,rnand there is limited scope for innovation given the hundreds ofrnvariants of pasta that exist. Therefore, a global market leader likernBarilla will protect what it has while still pursuing opportunities tornfurther premiumise its higher margin products, while also lookingrnfurther afield.
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