Instant noodle appetite rises amid cost of living crisis and craving for diverse flavors

24 Nov 2023 --- A recent report from the World Instant Noodles Association shows that the humble pantry staple has burgeoned into a global phenomenon. In the last year, 121.2 billion servings of instant noodles were consumed across more than 50 countries, marking a 2.6% increase from the previous year.

The COVID-19 pandemic and subsequent inflation have influenced food choices, with many turning to instant noodles as an affordable and convenient option. Over the past year, increasing costs have led households to tighten their budgets. In some countries, the supermarket chain has indicated that fresh food prices had been on the rise, albeit at a slower pace, pushing consumers toward these packaged, easy-to-prepare meals.

China leads the consumption charts, followed by Indonesia, India, Vietnam, and Japan. Countries like India and Mexico, which are traditionally not known for a noodle-eating culture, have shown a large increase in instant noodle consumption. 

Catering to diverse dietary needs
The versatility of instant noodles extends beyond traditional flavors. Meanwhile, basic ramen noodles are made with fats and oils, mainly from animals. Businesses are developing vegan-friendly products, being made from wheat flour, water, and salt.

Health concerns are pushing brands to enhance the taste and nutritional value of instant noodles.

Brands like Immi have successfully transformed instant ramen into a low-carb, high-protein and plant-based product, maintaining the allure of this comfort food.

The evolution of instant noodles has also seen the infusion of traditional flavors into convenient packages. Global customer demand for authentic and diverse Asian food is on the rise, moving away from products tailored exclusively for original Japanese tastes. 

This shift is evident in the soaring popularity of Korean instant noodles, known as ramyeon in South Korea. Korean instant noodle companies have witnessed a growth in their exports this year. According to the Korea Customs Service, ramyeon exports were valued at over 785 million dollars between January and October, marking a 24.7 % increase from the previous year.

Pho, a staple Vietnamese breakfast dish, has also been transformed into an instant noodle variant, attracting curious consumers worldwide. Similarly, snail rice noodles, a delicacy originating from southern China, saw a surge in popularity during the pandemic, with over 1.1 billion packets sold in 2021 alone.

Tackling nutritional concerns
Instant noodles have long been concerned for their lack of essential nutrients like fiber, protein, and vital vitamins and minerals. 

Moreover, the inclusion of substances such as MSG, TBHQ, and high sodium levels in these convenient meals has raised concerns about potential health risks. Research from Consensus Action on Salt & Health highlighted that the salt content in some instant noodles can surpass that found in 12 packets of crisps. 

In response to health concerns, brands like Nissin are taking steps to improve both the taste and nutritional value of instant noodles by modifying the ingredient packets, removing artificial flavors and reducing sodium.

By Sichong Wang