Recent months have seen a significant surge in the sales of instant noodles, particularly driven by viral trends on TikTok. These trends have introduced the product to a broader and more diverse audience, resulting in substantial growth for online supermarkets.
- Sales of instant noodles have increased by 50% at Ocado, driven by TikTok influences.
- Searches for ramen noodles have risen by 35%, surpassing other popular brands.
- Shoppers are increasingly seeking ingredients to enhance their instant meals, such as chilli oil and seaweed.
- Ocado’s Jason Holt highlights the shift from viewing noodles as a basic meal to a gourmet experience.
- Social media platforms have played a crucial role in transforming consumer perceptions and purchasing habits.
The popularity of instant noodles has seen a remarkable rise in recent months, with online supermarket Ocado reporting a 50% increase in sales when compared to the previous year. This surge is attributed to the influence of viral TikTok trends, which have effectively marketed these products to a new and enthusiastic audience.
A notable shift in consumer preference towards ramen noodles has been observed, with searches increasing by 35%. This trend indicates a growing demand for ramen over other well-known instant noodle brands such as Pot Noodles and Super Noodles. The appeal lies in upgrading the meal with additional ingredients, creating a more sophisticated dining experience.
Reflecting this trend, searches for specific ingredients to enhance instant noodles have significantly increased. At Ocado, there has been a 48% rise in searches for chilli oil, a 27% increase for crispy onions, and a 20% uptick for seaweed, compared to last year. These ingredients are popular among consumers looking to elevate their noodle dishes beyond a simple meal.
Jason Holt, a world foods buyer at Ocado, commented on the evolving perception of noodles, stating, “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.” He added that social media is changing this perspective, “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.”
Social media platforms, particularly TikTok, have played a pivotal role in altering consumer perceptions and consumption patterns. Users frequently share creative ways to prepare instant noodles with various toppings, fostering an image of these once-basic meals as fashionable and gourmet.
The transformation of instant noodles from a simple meal to a trendy dining experience demonstrates the powerful influence of social media on consumer behaviour and market dynamics.
