According to Eleader’s technology company, in 2024 there were over 1,200 product items on the shelves.
Using its SHELF Recognition AI tool, the company checked what the exhibition of this category looked like. The study shows that spaghetti and egg pasta dominate. Leaders are Lubella and Pol-Mak, but almost 40 percent Pasta on the shelves belongs to the brands of own chain of stores.
Pasta of many species on the shelves in the store: Spaghetti dominates
According to the Polish Chamber of Pasta, approx. 130,000 are produced in Poland. tons of pasta, and a statistical Pole eats it on average about 5.5 kg a year. This is one of the most popular ingredients of dishes, which is why brands offer a huge selection of various types of this product, from those with a special composition, such as whole grain, to all species, such as tagiatelle.
Eleader analyzes show that there were as many as 1 231 product items and 128 brands on shelves with pasta in 14 largest Polish networks in 2024.
A large part of the exhibition are brands of own chains of stores, leaving the other manufacturers on average 61.3 percent. shelves. Lubella occupied the most space in stores in 2024, and Pol-Mak was right behind her.
The most popular species among pasta are Spaghetti, Penne and Świder. Eleader also checked the presence of innovative products in this category that stand out at the shop exhibition, such as chickpeas, red lentils, green peas or versions of Diabetic and Cardio.
– Pasta is a basic product in the diet of a large part of Poles, which is why manufacturers are efficiently responding to the needs of consumers. The analysis of the exhibition carried out by us showed how different the pasta shelf is currently. Traditional pasta is the largest part of the offer, but on sale there are also broadly, among others Egg products or without gluten-says Iwona Puchacz-Wośko, an exhibition analyst at Eleader.
How diverse is a shelf with pasta in species?
According to data collected by Eleader, in 2024 the most on store shelves, as many as 121, were product items in the species of spaghetti pasta.
Species in which we had a large selection were also penne with 75 different product items and Świderka pasta with 76 different products. Egg pasta also had a significant share of all subcategories.
Manufacturers offer as many as 308 different types of egg pasta, including 30 quail. In recent years, a shelf of whole grain pasta has also gained importance, often indicated as a healthier alternative.
Last year, there were as many as 49 different product items of this kind at the exhibition. Manufacturers also offered 20 items with the gluten free designation, thus adapting the offer to people who avoid gluten cereal proteins.
– Manufacturers on the pasta market often have a very complex offer that allows them to reach people with various needs. The shelf exhibition consists of many subcategories associated with specific species or a special composition. Therefore, manufacturers often decide to use automation tools in the work, which facilitate commercial representatives to manage the exhibition at various sales points, including By offering them replacements for products from the offer during conversations with store representatives or simplifying ordering and storage of documentation. Thanks to this, the management of such a complex shelf is much simpler-says Iwona Puchacz-Wośko, an exhibition analyst at Eleader.
Macarons of many species: Leaders on the shelves
Eleader also distinguished the most visible macaroni brands on store shelves. Most often in stores in 2024 we could find pasta from Lubella.
Pol-Mak is in second place in terms of shelf shares. Barilla, Czaniecki and Goliard are also in the TOP 5 brands in terms of visibility. The Barilla brand is most visible among foreign brands. Primo Gusto is in second place among brands from outside Poland. Further brandy with the largest shares in the exhibition are Melissa, Podravka and House of Asia.
However, the most innovative offer on the pasta market had the Marek Novelle, belonging to Polish pasta. In 2024 she offered products based on chickpeas, green peas and red lentils. She also produced pasta tailored to the needs of diabetics, people who care about heart health or a slim figure.
