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A Year of Innovation in Instant Noodles 2025

A Year of Innovation in Instant Noodles 2025

EUROPE, MIDDLE EAST & AFRICA (EMEA)

Europe: stand-up pouches are a growing pack type in instant noodles

Instant noodle brands are launching more premium offerings

Flexible stand-up pouches are a niche but growing format for instant noodles

Graph 2: % of instant noodle launches by pack type, 2020-25

Pouch noodles offer consumers a more-authentic noodle experience

Brand renovation/innovation: Fuel 10k launches high-protein instant noodles

Europe: flavour innovation keeps the instant noodle category vibrant

Instant noodles are a popular pantry staple

Poultry flavours continue to grow in instant noodle launches

Asian-inspired noodles with chicken flavours are popular

The Middle East & Africa (MEA)

Hot and spicy flavours are growing in instant noodle innovation in the region

ASIA PACIFIC (APAC)

Asia: better-for-you claims remain niche in instant noodles

Consumers don't see instant noodles as a nutritious food

Fortification leads better-for you claims in instant noodles

Graph 3: % of instant noodle launches with a top five plus or minus claim, 2024-25

Instant noodle brands highlight protein, fibre and calcium content

Brand renovation/innovation: Cup Noodle celebrates generations of memories with a limited-edition product pack

Asia: co-branded, premium and limited-edition instant noodles offer exciting areas of innovation

Celebrity endorsement can add appeal to new instant noodle products

Instant noodle brands lean into co-branded and premium offerings

Graph 4: % of instant noodle launches with select claims, 2024-25

Instant noodle brands collaborate with restaurants, stock brands and breweries

Premium instant noodles feature sophisticated flavours and packaging design

Australia & New Zealand

New instant noodle launches in Australia

the americas

North America: convenience is a significant driver of instant noodle innovation

Consumers want fuss-free and quick-to-prepare meal options

Cup noodles are a growing presence in the instant noodle category

Graph 5: % of instant noodle launches by share of packaging type, 2020-25

Ramen is a popular choice in cup noodles

Brand renovation/innovation: Shaman Raman introduces functional mushrooms to the instant noodle category

North America: instant noodle brands drum up excitement with restaurant-inspired flavour innovation

Instant noodle consumers are keen to try new flavours

Chicken leads flavour innovation in instant noodles in North America

Graph 6: % instant noodle launches with a top five flavour component, 2024-25

Instant noodle brands offer consumers a more-premium flavour experience

Latin America

Chicken and beef flavours are in decline, while the meat flavour is growing

Graph 7: % of instant noodle launches with a top three flavour component, 2024-25

Meat flavours are popular in the region

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A Year of Innovation in Instant Noodles 2025

EUROPE, MIDDLE EAST & AFRICA (EMEA)

ASIA PACIFIC (APAC)

the americas

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