Table of Contents
Introduction
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- Definition
Executive Summary
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- The market
- The forecast
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- Figure 1: Forecast – Volume sales of instant noodles, 2006-16
- Figure 2: Forecast – Value sales of instant noodles, 2006-16
- Companies
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- Figure 3: Instant noodles market share, by value, 2011
- Issues in the market
- Innovation can spark life into mature market
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- Figure 4: Instant noodles consumption patterns, by time of day, by gender, December 2011
- Healthier noodles can sustain consumer interest
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- Figure 5: Attitudes to instant noodles’ health aspects, December 2011
- ‘Convenience’ alone is not enough
- Premiumisation the future of market growth
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- Figure 6: Attitudes to spending on instant noodles and food budgets, December 2011
The Market – A Snapshot
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- Instant noodles being left behind by wider economic growth
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- Figure 7: Total sales of instant noodles by volume and value, 2006-11
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- Figure 8: total retail sales by value, 2006-11
- Figure 9: Convenience meals and snacking sectors total market size by value, 2006-11
- The leading companies
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- Figure 10: Instant noodles market share, by value, 2009-11
Innovation Can Spark Life into Mature Market
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- Issues at a glance
- Competitive marketplace challenges growth
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- Figure 11: Frequency of eating instant noodles, December 2011
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- Figure 12: Savoury snacks and instant noodle consumption, by time of day, December 2011
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- Figure 13: Total market value growth rates of snacking and convenience meals, 2007-11
- Figure 14: New product launches of meat snacks and instant noodles in China, 2009-11
- Mature market creates need for product segmentation
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- Figure 15: Attitudes towards new instant noodle products, by gender, December 2011
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- Figure 16: Instant noodles consumption, by time of day, by gender, December 2011
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- Figure 17: Flavours of instant noodles consumed, by gender, December 2011
- Lunchtime consumption has become a target
- Regional flavour variations provide opportunity to diversify
- Stronger flavours stimulate interest
- Packaging offers visual innovation
- What does it mean?
Healthier Noodles Can Sustain Consumer Interest
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- Issues at a glance
- Health is becoming a more prevalent issue in food markets
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- Figure 18: Attitudes to instant noodles’ health aspects, December 2011
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- Figure 19: Attitudes to instant noodles’ health aspects, by gender, December 2011
- Consumer health needs are not being met by NPD
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- Figure 20: Top nine claims for instant noodle products launched in China, 2009-11
- Health issue has been underestimated
- Healthier formulations are being introduced
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- Figure 21: % of fried and non-fried new instant noodle products, 2010-11
- Inconsistent labelling weakens healthier message
- What does it mean?
‘Convenience’ Alone is Not Enough
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- Key issues
- Success brings new challenges
- Cup/bowl noodles lag behind in innovation
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- Figure 22: China – Instant noodles: Market volume and value, by sector, 2006-11
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- Figure 23: Annual total market value growth rates of snacking and convenience meals, 2011
- Figure 24: New instant noodle product launches, by packaging type, 2010-11
- Innovation can meet changing market needs
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- Figure 25: Agreement with the statement “I don’t have the time to cook from scratch”, by age and marital status, December 2011
- Figure 26: Consumer attitudes to health, exercise and special offers, by age group and marital status, December 2011
- Convenience can appeal better to working mothers
- Increasing convenience with cross-sector product marketing
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- Figure 27: Instant noodles purchasing habits, December 2011
- What does it mean?
Premiumisation Can Drive Market Growth
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- Key points
- Market maturity creates dependence on added value
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- Figure 28: Leading ethical claims for new noodles products launched, 2009-11
- Figure 29: Instant noodles average price, by packaging type, 2007-11
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- Figure 30: Percentage of new product launches in the Chinese instant noodles market, by average price bracket, 2010-11
- Wage growth has created a natural demand for premium products
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- Figure 31: Attitudes to spending on instant noodles and food budgets, December 2011
- Figure 32: Average weekly consumer spending on instant noodles, December 2011
- Premium products appeal for different reasons
- Premium products are expanding their range
- Luxury instant noodles
- Healthy instant noodles
- Organic instant noodles
- For children
- Recyclable packaging is rare, but will grow
- Major manufacturers are focusing on premium products to drive growth
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- Figure 33: China instant noodles company market share, by volume, 2009-11
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- Figure 34: China instant noodles company market share, by value, 2009-11
- Quartet of leading brands dominate the market
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- Figure 35: Instant noodles consumer brand purchasing, December 2011
- Master Kong can leverage foodservice experience
- Private label set to increase influence
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- Figure 36: China top-100 retailers’ forecast sales and private label sales, 2010-14
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- Figure 37: Supermarket total outlets and share of total food retail sales, 2006-10
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- Figure 38: Tesco China private label sales volume, 2007-10
- Retailer strength is growing across China
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- Figure 39: Consumer purchase locations of instant noodles, December 2011
- What does it mean?
The Future of the Market
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- Figure 40: Forecast – Volume sales of instant noodles, 2006-16
- Figure 41: Forecast – Value sales of instant noodles, 2006-16
- Focus on premium will drive market development
- Methodology
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Appendix – Consumer Attitudes towards Food and Drink
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- Figure 42: Attitudes toward food and drink, December 2011
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- Figure 43: Attitudes toward food and drink, by demographics, December 2011
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- Figure 44: Attitudes toward food and drink, by demographics, December 2011 (continued)
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- Figure 45: Attitudes toward food and drink, by demographics, December 2011 (continued)
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Appendix – Consumer – Consumption Habits
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- Figure 46: Frequency of eating instant noddles, by demographics, December 2011
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- Figure 47: Frequency of eating instant noddles, by demographics, December 2011 (continued)
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- Figure 48: Frequency of eating instant noodles, by demographics, December 2011 (continued)
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- Figure 49: Frequency of eating instant noodles, by demographics, December 2011
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- Figure 50: Frequency of eating instant noodles, by demographics, December 2011 (continued)
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- Figure 51: Frequency of eating instant noodles, by demographics, December 2011 (continued)
- Consumer – Time of Day Instant Noodles Are Usually Eaten
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- Figure 52: Time of day instant noodles are usually eaten, December 2011
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- Figure 53: Time of day instant noodles are usually eaten, by demographics, December 2011
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- Figure 54: Time of day instant noodles are usually eaten, by demographics, December 2011 (continued)
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- Figure 55: Time of day instant noodles are usually eaten, by demographics, December 2011 (continued)
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Appendix – Consumer – Purchasing Habits
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- Figure 56: Types of instant noodle ever bought, December 2011
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- Figure 57: Types of instant noodle ever bought, by demographics, December 2011 (continued)
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- Figure 58: Types of instant noodle ever bought, by demographics, December 2011 (continued)
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- Figure 59: Types of instant noodle ever bought, by demographics, December 2011 (continued)
- Consumer – Instant Noodle Brands Ever Bought
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- Figure 60: Instant noodle brands ever bought, December 2011
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- Figure 61: Instant noodle brands ever bought, by demographics, December 2011
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- Figure 62: Instant noodle brands ever bought, by demographics, December 2011 (continued)
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- Figure 63: Instant noodle brands ever bought, by demographics, December 2011 (continued)
- Consumer – Instant Noodle Brand Bought Most Often
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- Figure 64: Instant noodle brand bought most often, December 2011
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- Figure 65: Instant noodle brand bought most often, by demographics, December 2011 (continued)
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- Figure 66: Instant noodle brand bought most often, by demographics, December 2011 (continued)
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- Figure 67: Instant noodle brand bought most often, by demographics, December 2011 (continued)
- Consumer – Location of Instant Noodles Purchase
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- Figure 68: Source of buying instant noodles, December 2011
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- Figure 69: Source of buying instant noodles, December 2011 (continued)
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- Figure 70: Source of buying instant noodles, December 2011 (continued)
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- Figure 71: Source of buying instant noodles, December 2011 (continued)
- Consumer – Average Weekly Spending on Instant Noodles?
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- Figure 72: Average weekly spending on instant noodles, December 2011
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- Figure 73: Average weekly spending on instant noodles, by demographics, December 2011
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- Figure 74: Average weekly spending on instant noodles, by demographics, December 2011 (continued)
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- Figure 75: Average weekly spending on instant noodles, by demographics, December 2011 (continued)
- Consumer – Flavour of Instant Noodle Bought
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- Figure 76: Flavour of instant noodle bought, December 2011
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- Figure 77: Flavour of instant noodle bought, by demographics, December 2011
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- Figure 78: Flavour of instant noodle bought, by demographics, December 2011 (continued)
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- Figure 79: Flavour of instant noodle bought, by demographics, December 2011 (continued)
- Consumer - Flavour of Instant Noodle Bought Most Often
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- Figure 80: Flavour of instant noodle bought most often, by demographics, December 2011
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- Figure 81: Flavour of instant noodle bought most often, by demographics, December 2011 (continued)
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- Figure 82: Flavour of instant noodle bought most often, by demographics, December 2011 (continued)
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Appendix – Consumer Attitudes
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- Figure 83: Attitudes towards instant noodle consumption, December 2011
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- Figure 84: Attitudes towards instant noodle consumption, by demographics, December 2011
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- Figure 85: Attitudes towards instant noodle consumption, by demographics, December 2011 (continued)
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- Figure 86: Attitudes towards instant noodle consumption, by demographics, December 2011 (continued)
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- Figure 87: Attitudes towards instant noodle consumption, by demographics, December 2011 (continued)
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- Figure 88: Attitudes towards instant noodle consumption, by demographics, December 2011 (continued)
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- Figure 89: Attitudes towards instant noodle consumption, by demographics, December 2011 (continued)
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- Figure 90: Repertoire of instant noodle brands ever bought, December 2011
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- Figure 91: Repertoire of instant noodle brands ever bought, by demographics, December 2011
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- Figure 92: Repertoire of instant noodle brands ever bought, by demographics, December 2011 (continued)
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- Figure 93: Repertoire of instant noodle brands ever bought, by demographics, December 2011 (continued)
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- Figure 94: Instant noodle brands ever bought, by repertoire of instant noodle brands ever bought, December 2011
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- Figure 95: Repertoire of flavour of instant noodle bought, December 2011
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- Figure 96: Repertoire of flavour of instant noodle bought, by demographics, December 2011
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- Figure 97: Repertoire of flavour of instant noodle bought, by demographics, December 2011 (continued)
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- Figure 98: Repertoire of flavour of instant noodle bought, by demographics, December 2011 (continued)
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- Figure 99: Flavours of instant noodle bought, by repertoire of flavour of instant noodle bought, December 2011
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- Figure 100: Target groups, December 2011
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- Figure 101: Target groups, by demographics, December 2011
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- Figure 102: Target groups, by demographics, December 2011 (continued)
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- Figure 103: Target groups, by demographics, December 2011 (continued)
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- Figure 104: Frequency of eating instant noodles, by target groups, December 2011
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- Figure 105: Frequency of eating instant noodles, by target groups, December 2011
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- Figure 106: Time of day instant noodles are usually eaten, by target groups, December 2011
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- Figure 107: Types of instant noodle ever bought, by target groups, December 2011
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- Figure 108: Instant noodle brands ever bought, by target groups, December 2011
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- Figure 109: Instant noodle brand bought most often, by target groups, December 2011
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- Figure 110: Instant noodle brand bought second most often, by target groups, December 2011
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- Figure 111: Source of buying instant noodles, by target groups, December 2011
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- Figure 112: Average weekly spending on instant noodles, by target groups, December 2011
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- Figure 113: Flavour of instant noodle bought, by target groups, December 2011
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- Figure 114: Flavour of instant noodle bought most often, by target groups, December 2011
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- Figure 115: Flavour of instant noodle bought second most often, by target groups, December 2011
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- Figure 116: Attitudes towards instant noodle consumption, by target groups, December 2011
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- Figure 117: Attitudes towards instant noodle consumption, by target groups, December 2011
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Appendix – New Product Innovation
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- Figure 118: Top nine claims for instant noodle products launched in China, 2009-11
- Figure 119: Percentage of fried and non-fried new instant noodle products, 2010-11
- Figure 120: Leading ethical claims for new noodles products launched, 2009-11
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