Europe and Asia Pacific Packaged Mac and Cheese Market Trends and Analysis by 2030

The Europe and Asia Pacific packaged mac and cheese market size is expected to grow from US$ 2,753.54 million in 2022 to US$ 4,016.53 million by 2030; it is expected to register a CAGR of 4.8% from 2022 to 2030.

Market Insights and Analyst View:

Packaged mac and cheese products refer to convenience food products that include dried macaroni pasta and a powdered or liquid cheese sauce mix. It offers a quick and easy way to prepare macaroni and cheese by boiling the pasta and mixing it with the prepared cheese sauce. Some of these products refer to the ready-to-eat mac and cheese products, which require minimal time for preparation. Rising demand for convenience food products, increasing working women population, and changing lifestyles propel the growth of the packaged mac and cheese market in Europe and Asia Pacific. In addition, key market players in the regions take initiatives such as product launches, mergers, and acquisitions to fulfil the growing demand for packaged mac and cheese products.

Growth Drivers and Challenges:

Packaged mac and cheese manufacturers in Europe and APAC invest significantly in strategic developments such as product launches and product developments to attract consumers and enhance their market position. In May 2023, The Kraft Heinz Company announced the launch of Kraft Mac & Cheese Deluxe Frozen. The product is available at retail stores in original cheddar and four cheese versions. The launch was aimed to cater to the growing demand for frozen mac and cheese products. In addition, consumer’s demand for packaged mac and cheese with different flavors has surged in recent years. Thus, manufacturers are investing in innovative products to meet consumer demand.

In recent years, there has been a notable surge in innovation in the packaged mac and cheese industry, driven by a desire to enhance user experience, improve sustainability, and cater to evolving consumer preferences. In addition, sustainability concerns have spurred the advancement of eco-friendly mac and cheese packaging. Companies increasingly explore biodegradable and recyclable materials to reduce environmental impact. In January 2021, The Kraft Heinz Company announced the development of a new recyclable cup packaging innovation. The innovation aligned with the company’s aim to make 100% reusable, recyclable, or compostable packaging by 2025. Such initiatives align with sustainability goals and appeal to a growing market segment that values environmentally friendly practices among consumers.

In recent years, the presence of toxic chemicals in mac and cheese boxes has raised concerns among consumers and health experts. These chemicals in packaging materials can leach into food and pose potential health risks. Phthalates are used in producing plastic packaging. Studies suggest that this group of chemicals may disrupt hormone function and could be linked to various health issues, particularly in children. In addition, the studies have stated that the consumption of phthalates and other such chemicals can lead to serious health issues, including infertility and cancer, and may hamper brain development in children. Thus, presence of toxic chemicals in packaged mac and cheese products hampers the Europe and Asia Pacific packaged mac and cheese market growth.

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Europe and Asia Pacific Packaged Mac and Cheese Market: Strategic Insights

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Report Segmentation and Scope:

The Europe and Asia Pacific packaged mac and cheese market is segmented on the basis of pasta source, category, distribution channel, and region. Based on pasta source, the Europe and Asia Pacific packaged mac and cheese market is segmented into wheat, rice, and others. By category, the market is bifurcated into conventional and gluten-free. By distribution channel, the Europe and Asia Pacific packaged mac and cheese market is segmented into supermarket and hypermarket, convenience store, online retail, and others. By region, the Europe and Asia Pacific packaged mac and cheese market is segmented into Europe and Asia Pacific. Based on country, the Europe packaged mac and cheese market is further segmented into Germany, the UK, Italy, France, Spain, and the Rest of Europe. In Asia Pacific, by country, the market is segmented into China, Japan, India, Australia, South Korea, and the Rest of Asia Pacific.

Segmental Analysis:

Based on category, the Europe and Asia Pacific packaged mac and cheese market is bifurcated into conventional and gluten-free. The conventional segment holds a significant share of the Europe and Asia Pacific packaged mac and cheese market. However, the market for the gluten-free segment is expected to grow significantly during the forecast period. Gluten-free packaged mac and cheese are designed for individuals affected by celiac disease or gluten sensitivity and those opting for a gluten-free diet. The macaroni components in these products are typically made with alternative flour such as rice, corn, quinoa, or a combination of gluten-free grain flour. The demand for gluten-free mac and cheese has upsurged significantly due to the increasing prevalence of gluten-related disorders and a broader health-conscious trend.

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Regional Analysis:

By region, the Europe and Asia Pacific packaged mac and cheese market is segmented into Europe and Asia Pacific. Based on country, the Europe packaged mac and cheese market is further segmented into Germany, the UK, Italy, France, Spain, and the Rest of Europe. In Asia Pacific, by country, the market is segmented into China, Japan, India, Australia, South Korea, and the Rest of Asia Pacific. The Europe and Asia Pacific packaged mac and cheese market was dominated by Europe, which accounted for US$ 1,524.34 million in 2022. The packaged mac and cheese market in Europe is competitive as the region is home to a few of the most prominent global market players such as Nestle SA, Symington’s Limited, and Kabuto Noodles. The growth of the market in Europe is driven by the benefits of time saving and convenience offered by the product. Young consumers in the region are spending most of their income on convenient ready-to-eat (RTE) food products. Consumers between the ages of 20 to 30 are the easiest targets for RTE food manufacturing giants. This is because these consumers are primarily working professionals and college students who cannot spend more time on cooking food at home due to their busy schedules and working hours. The convenience level of RTE products, such as packaged mac and cheese, propels their demand in Europe. According to Eurostat, in 2021, more than 250 million people in Europe will be working professionals, which comes to around 73.1% of the total population in Europe. Thus, consumers are moving toward RTE products as they save their time. These factors boost the demand for packaged mac and cheese in the region.

Industry Developments and Future Opportunities:

Initiatives taken by the key players operating in the Europe and Asia Pacific packaged mac and cheese market are listed below:

• In August 2023, Tillamook County Creamery Association (TCCA) announced the launch of frozen macaroni and cheese and pizza to its growing product line. The Tillamook mac and cheese is launched in three flavors—classic cheddar, sharp cheddar and uncured bacon, and cheddar and hatch chile.

COVID-19 Pandemic Impact:

Increasing inclination toward ready-to-eat food products coupled with surging preference for convenience food products owing to the rising working population propelled the demand for packaged mac and cheese products before the COVID-19 pandemic. In addition, product developments by key market players and surging demand for healthier products contributed to the growth of the Europe and Asia Pacific packaged mac and cheese market. However, the food & beverages industry experienced adverse impacts of the pandemic during the first quarter of 2020. Many industries had to slow down their operations due to value chain disruptions caused by the restrictions on national and international boundaries. Further, social distancing norms and negative economic impact hindered the manufacturing and distribution operations in the Europe and Asia Pacific packaged mac and cheese market. The COVID-19 pandemic also led to an economic recession in the initial month of 2020, giving rise to financial uncertainties among low-income and mid-income consumers.

Many businesses recovered as the governments of various countries eased social restrictions after the initial months of lockdowns in 2020. The COVID-19 vaccine offered relief from the distressing pandemic, benefiting economies by encouraging businesses to regain their activities. The resumption of operation in manufacturing units positively impacted the packaged mac and cheese market and led to its recovery in 2021. Manufacturers overcame the demand–supply gap as they were permitted to operate at their total capacities.

Competitive Landscape and Key Companies:

Kabuto Foods Ltd, Symington’s Ltd, San Remo Macaroni Co Pty Ltd, Healthy Kids Ltd, TGK Brand Ltd, The Kraft Heinz Co, Nestle SA, General Mills Inc, Gooder Foods Inc, and Amy's Kitchen Inc are among the prominent players operating in the Europe and Asia Pacific packaged mac and cheese market. These market players are adopting strategic development initiatives to expand, further driving the Europe and Asia Pacific packaged mac and cheese market growth. 

Europe and Asia Pacific Packaged Mac and Cheese Report Scope