New views on pasta and sauce

Sensitivity to food prices, cultural diversity, and sustainability among the shifts in consumer behaviour

By Carolyn Camilleri

Pasta and sauce have been staples in Canadian homes for decades for so many reasons: affordable, nutritious, shelf stable, and quick to prepare even on the busiest days. Moreover, pasta and sauce meals are versatile and easily modified to shift from comfort food and week-night family meals to grand celebrations and gatherings. And Canadians eat a lot of it, with a predicted average volume per person of 9.5kg in 2025. In 2024, the dry pasta category grew by 11 per cent, and it continues to grow, with projections for the market to reach US$1.18 billion in 2025.

But a closer look at the pasta and sauce category reveals some interesting trends — and opportunities for retailers.

100 per cent Canadian Italpasta

While pasta is always a favourite, several consumer trends are further boosting its popularity.

“One of the most notable shifts in consumer behaviour within the pasta and sauce category is the growing sensitivity to food prices, which is influencing brand loyalty and purchasing decisions,” says Angelo Boras, VP, sales, for Italpasta, a Canadian family business that makes pasta in Canada from 100 per cent Canadian wheat.

According to PWC’s latest Voice of the Consumer survey, 61 per cent of Canadian shoppers — compared to 51 per cent globally — are willing to switch brands to get better value, and 38 per cent say promotional offers could sway their choices.

Additionally, sustainability is playing a more prominent role, with 46 per cent of Canadians identifying domestic sourcing as their top sustainability consideration, driven by a desire to support the local economy and a belief that locally produced food is healthier and of higher quality.

“Grocers are responding by increasing their offerings of Canadian-sourced products, though price remains a key factor in final purchase decisions,” says Boras.

At the same time, pasta is at the centre of another trend influencing shoppers.

“Shifting demographics — particularly in Western Canada, where immigration is reshaping the population — are influencing taste preferences and expanding demand for globally inspired flavours,” says Boras.

He explains that as diverse communities grow, especially those from Asia and the Middle East, there is a rising interest in international cuisines and fusion products, prompting innovation in pasta and sauce offerings to reflect a broader range of cultural influences and flavour profiles.

“Immigration continues to shape consumption patterns, as Western Canada welcomes a diverse influx of newcomers, who bring with them rich culinary traditions and a growing appetite for ethnic and fusion-style dishes,” says Boras.

This cultural diversity is reflected in the rising popularity of global flavours like Thai curry, vindaloo, and Asian-inspired sauces.

“Italpasta has embraced culinary diversity by introducing globally inspired recipes that pair our pasta with flavours from various ethnic backgrounds, such as our Moroccan-Spiced Mezzi Rigatoni, Thai-Inspired Pasta Salad, and Vietnamese-Inspired Spaghettini Bowls with Grilled Pork,” he says.

Another notable shift is the rise in artisanal pastas and gourmet home recipes, which Boras says is largely influenced by a decline in out-of-home dining and a growing desire for indulgent, restaurant-quality meals at home.

“As consumers seek elevated culinary experiences, they’re turning to premium ingredients and globally inspired recipes to recreate that sense of occasion,” says Boras. “Grocery retailers can capitalize on this trend by curating upscale pasta and sauce pairings, offering recipe inspiration in-store and online, and highlighting premium, locally made products that support both indulgence and convenience.”

To boost sales, Boras recommends featuring Italpasta products in secondary displays alongside complementary items or paired with in-store promotions to capture consumer attention and drive purchase intent.

The Carbone Restaurant experience at home

Carbone pasta sauces align with the “dining out at home” trend. In fact, that is why they were created. Chef Mario Carbone is renowned for his luxurious take on classic Italian American cuisine, first served from his flagship restaurant in Queens, NY, in 2013. In 2021, the Carbone Fine Food brand launched their restaurant-quality pasta sauces.

“That’s the whole preface of the brand — to take the experience from the Carbone Restaurant into the home,” says Phil Pitzey, director of customer and brand strategy for Vancouver-based Terra Foods, supplier of Carbone pasta sauces in Western Canada.

Chef Carbone was inspired by his own family’s culinary traditions to make pasta sauces that were authentic, right down to ingredients and technique.

“Carbone pasta sauce is all small batch and basically handmade” says Pitzey. “What I mean by that is all the tomatoes that are added into the tomato sauce come in cans from the farmers. They are opened by hand and placed in the vats to be cooked. The basil that’s used is stripped by hand and added into the pasta sauce.”

The result is a line of premium sauces that is very successful in the U.S. and is increasingly successful in Canada.

“The Carbone pasta sauce is a premium pasta sauce, and it doesn’t hide from the fact that it’s expensive and it’s a premium pasta sauce,” says Pitzey. “If you look at the category right now, there are not many premium pasta sauces. There are high-end pasta sauces, but nothing in the premium high-end part of the category.”

The exciting news is that five of the Carbone sauces — marinara, tomato basil, arrabbiata, spicy vodka, and roasted garlic — are now being made in Italy, rather than the U.S., for the Canadian market. It was a logical move.

“The tomatoes that they were purchasing are from a specific area near Mount Vesuvius in Italy, and basically, it made more sense, certainly for the authenticity of the pasta sauce and the brand, to have it moved to that region, so the pasta sauce is now made in Italy,” says Pitzey.

Boost sales of Carbone’s made-in Italy pasta sauces in a secondary dine-out-at-home display with cheese, pasta, wine.

Rao’s Pasta Sauces

According to Greg Bellas, head of Rao’s Sales International at The Campbell’s Company, the pasta sauce category in Canada is valued at roughly CAD $300 million and continues to grow at about seven per cent year over year.

“The market is divided into mainstream, premium, and super-premium segments,” says Bellas. “Mainstream accounts for around two-thirds of total sales but is expanding more slowly at four per cent, while the premium and super-premium segments are seeing much stronger growth of 18 per cent and 65 per cent, respectively.”

Rao’s Alfredo Sauce, recently introduced by Campbell’s Canada, not only aligns with higher growth trends, but it also meets today’s consumer trends.

“Canadian consumers are increasingly seeking global and diverse flavours, cooking more meals at home, and showing greater interest in healthier options such as clean-label sauces made with simple, recognizable ingredients,” says Bellas. “This shift reflects a growing desire for transparency and quality in everyday meals, with shoppers gravitating toward products that balance authenticity, taste, and better-for-you attributes.”

Transparency, authenticity, and unwavering commitment to quality and tradition are what make Rao’s pasta sauces stand out.

“Each sauce is crafted in small batches using premium ingredients and a slow-simmered process that allows natural flavours to fully develop,” says Bellas. “Unlike many competitors, Rao’s relies on time — not added sweeteners, tomato paste, or artificial flavourings — to achieve its rich, balanced taste. Careful ingredient selection and meticulous attention to every step of production ensure a homemade-style sauce that’s authentically Italian and consistently exceptional.”

To boost sales in store, Bellas says authenticity, strategic merchandising, and consumer education are key to maximizing performance in the Italian foods category.

“Grocers can drive growth by featuring premium-quality products, as shoppers are increasingly willing to pay more for items with clear provenance and trusted quality credentials,” says Bellas. “Cross-merchandising is another effective tactic — grouping complementary products such as pasta, sauces, cheeses, and wines encourages full-meal purchases and boosts basket size. Themed displays like ‘Italian Heritage’ or ‘Pasta Night’ can further engage shoppers and add value without relying on deep discounting.”

 

Product Showcase

Classic inspiration

Campbell’s Canada has recently introduced Rao’s Alfredo Sauce. Inspired by classic Italian recipes, this rich and creamy sauce delivers authentic restaurant-quality flavour, bringing the taste of Italy to Canadian kitchens.

Premium pasta

Italpasta expands its Artisan range with four premium cuts: Cavatelli, Mezzi Rigatoni, Orecchiette and Radiatori. Made with only the finest 100 per cent Canadian wheat and bronze-die extruded for superior texture and sauce absorption, these new shapes meet growing demand for elevated home cooking. Available in 100% recyclable packaging.

The taste is in the details

Carbone is introducing five premium sauces made in Italy for the Canadian market: marinara, tomato basil, arrabbiata, spicy vodka, and roasted garlic. Hand-picked Italian tomatoes and clean, fresh ingredients slowly cooked in small batches — that’s what sets the scene for the Carbone Restaurant experience at home.