Rising sales of instant noodles have been significantly influenced by viral TikTok trends.
- Ocado reports a 50% increase in instant noodle sales year on year, with ramen varieties leading the surge.
- Searches for ingredients like chilli oil, crispy onions, and seaweed have also increased markedly on supermarket platforms.
- TikTok users demonstrate how simple ingredients can transform instant noodles into gourmet meals.
- Comments from industry insiders indicate a shift in consumer perceptions towards instant noodles as a versatile meal option.
Sales of instant noodles have seen a notable increase in recent months, attributed to the influence of viral TikTok trends. Consumers are being introduced to new ways of preparing these products, resulting in heightened interest and sales on platforms like Ocado. This online supermarket has observed a remarkable 50% uptick in sales of instant noodles, as reported by the Guardian. Additionally, searches for ramen noodles have risen by 35%, outpacing more traditional instant noodle brands, including Pot Noodles and Super Noodles.
This surge in interest is reflective of a broader trend where social media platforms drive consumer behaviour. TikTok, in particular, has become a hub for showcasing inventive uses of simple ingredients, with users posting videos that illustrate how to ‘upgrade’ basic noodle packs into more sophisticated meals. This phenomenon has led to a significant increase in searches for complementary ingredients, such as chilli oil (up by 48%), crispy onions (up by 27%), and seaweed (up by 20%).
The impact of social media on consumer choices is significant, as indicated by the comments of Ocado’s world foods buyer, Jason Holt. Holt observes that noodles, often considered a staple among students due to their affordability, are now being viewed as a base for more gourmet creations. He notes, ‘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 student-y and not very gourmet – I’m happy that’s starting to change.’ His statements reflect an evolving consumer mindset, where the right toppings, such as nori and chilli oil, can notably enhance the texture, flavour, and nutritional value of a simple noodle dish.
The rise in popularity of instant noodles on social media underscores a shift in their perception from a basic to a versatile meal option. As consumers continue to seek convenience without compromising on taste or variety, such trends suggest a growing market for premium instant noodle varieties and related ingredients.
The transformation of instant noodles from basic to gourmet meals, driven by creative TikTok trends, exemplifies the impact of social media on consumer preferences.
