diff --git a/changelog/5479.bugfix.rst b/changelog/5479.bugfix.rst
new file mode 100644
index 000000000..d1dd3b0f8
--- /dev/null
+++ b/changelog/5479.bugfix.rst
@@ -0,0 +1 @@
+Improve quoting in ``raises`` match failure message.
diff --git a/src/_pytest/_code/code.py b/src/_pytest/_code/code.py
index b0b4d6531..aa4dcffce 100644
--- a/src/_pytest/_code/code.py
+++ b/src/_pytest/_code/code.py
@@ -544,7 +544,7 @@ class ExceptionInfo:
         """
         __tracebackhide__ = True
         if not re.search(regexp, str(self.value)):
-            assert 0, "Pattern '{!s}' not found in '{!s}'".format(regexp, self.value)
+            assert 0, "Pattern {!r} not found in {!r}".format(regexp, str(self.value))
         return True
 
 
diff --git a/testing/python/raises.py b/testing/python/raises.py
index c9ede412a..ed3a5cd37 100644
--- a/testing/python/raises.py
+++ b/testing/python/raises.py
@@ -220,13 +220,20 @@ class TestRaises:
             int("asdf")
 
         msg = "with base 16"
-        expr = r"Pattern '{}' not found in 'invalid literal for int\(\) with base 10: 'asdf''".format(
+        expr = r"Pattern '{}' not found in \"invalid literal for int\(\) with base 10: 'asdf'\"".format(
             msg
         )
         with pytest.raises(AssertionError, match=expr):
             with pytest.raises(ValueError, match=msg):
                 int("asdf", base=10)
 
+    def test_match_failure_string_quoting(self):
+        with pytest.raises(AssertionError) as excinfo:
+            with pytest.raises(AssertionError, match="'foo"):
+                raise AssertionError("'bar")
+        msg, = excinfo.value.args
+        assert msg == 'Pattern "\'foo" not found in "\'bar"'
+
     def test_raises_match_wrong_type(self):
         """Raising an exception with the wrong type and match= given.