The popularity of instant noodles has surged, largely attributed to viral TikTok trends that appeal to a broader audience.
- Online retailer Ocado reported a 50% increase in instant noodle sales over the past year, highlighting a significant market shift.
- Ramen noodles have become more popular compared to other instant noodle varieties, driven by consumer interest in enhancing meals.
- Consumers are searching more for ingredients like chili oil and seaweed, with search increases of 48% and 20% respectively, to elevate their noodle dishes.
- Social media trends, particularly on TikTok, have encouraged consumers to see instant noodles as a budget-friendly option that can be made gourmet.
Recently, there has been a notable increase in the popularity of instant noodles, primarily fueled by viral trends on TikTok. These short and engaging videos effectively market the product to a new audience eager to experiment with quick and affordable meals.
Online supermarket Ocado has seen significant changes in consumer behavior, evidenced by a 50% year-on-year increase in instant noodle sales. Searches for ramen noodles have become particularly prevalent, rising by 35%, as they gain favor over other types such as Pot Noodles and Super Noodles.
This shift signifies a growing trend among consumers to ‘upgrade’ their meals. There is a marked interest in ingredients that can transform a simple packet of noodles into a more sophisticated dish. For instance, Ocado reported a 48% increase in searches for chili oil and a 20% rise in the search for seaweed, tools that can add texture and flavor.
The social media platform TikTok has played a pivotal role in this transformation. Users regularly post content demonstrating how to enhance instant noodles using diverse and interesting toppings. As explained by Ocado world foods buyer Jason Holt, these trends have altered perceptions, lifting the humble packet noodle from its perceived status as a basic, student staple to a dish with gourmet potential.
According to Holt, “You can’t get much better than packet noodles for a budget-friendly quick-fix for dinner.” He praised social media users for using ingredients like nori and chili oil to add not just flavor, but also texture and nutritional value, effectively changing the way noodles are viewed and consumed.
The impact of social media on consumer habits is evident in the rising sales of instant noodles, showing the power of digital trends in shaping market dynamics.
