Instant noodles are once again becoming a cupboard staple after a makeover spurred by a social media trend, show supermarket sales and search data.
Sales of instant noodles have risen by 50 per cent year on year on Ocado’s website, while searches for ramen noodles have jumped by 35 per cent.
Searches for ingredients to upgrade the quick meal are also up. Chilli oil searches on Ocado have increased by 48 per cent, crispy onions are up 27 per cent and seaweed about 20 per cent in September this year, in comparison with 2023.
According to Jonny Forsyth, senior director of Mintel’s food and drink division, the market for instant noodles had evolved, and brands are now using influencers to push their product.
“In recent years, they have been marketed on TikTok to engage younger audiences through creative and interactive content. Brands are tapping into TikTok’s short-form video format to resonate with gen Z," The Guardian quoted Forsyth as saying.
Classic Pot Noodle has also risen in popularity, with sales up 10 per cent year on year, owing to many of the recipes seen on social media that feature the popular South Korean Buldak instant ramen noodles.
Jason Holt, a world foods buyer at Ocado, said, “When it comes to a budget-friendly quick-fix for dinner, you can’t get much better than packet noodles, but here, these have often been dismissed as a bit 'studenty' and not very gourmet – I’m happy that’s starting to change.
“As the many TikTok fans will attest, the right toppings – like nori and chilli oil – can elevate even the humblest noodle bowl, adding texture, flavour and extra nutrients.”
