Noodles - China - March 2014
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“Continued strong rises in spending power are creating greater demand for higher value, better quality products. This is also leading to greater demand for more healthy ingredients. This is of particular significance for instant noodles, which continue to suffer from a lingering image as being less healthy. Quality and health are therefore increasingly important differentiating features for noodle marketers.
Consumers are demanding a wider variety of new and exotic flavours, as more people travel overseas, and are exposed to more new cuisines. This provides an opportunity for noodle manufacturers to create bold new flavours that generate interest among increasingly sophisticated consumers.
Consumers appear to be willing to pay more for interesting and elaborate side dishes and appealing textures. Rising quality and convenience expectations mean that ready-to-eat noodle-based meals are already becoming a key area for product development for both packaged and instant noodles. Mintel believes that this trend has a lot of mileage left in it.”
– Matthew Crabbe, Director of Research, Asia-Pacific
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