Before diving into noodle taste and trends, let’s explore what drives consumption and manufacturing challenges in the noodle market of India. In India, the expansion of organized retail and the rise of e-commerce platforms have enhanced the availability and distribution of instant noodles across urban and rural areas. Quick-commerce platforms have also played a role in making these products more accessible to consumers. Indeed, 45% of Indian consumers purchase instant noodles online.¹
However, despite the growth, the market faces challenges such as fluctuating raw material costs and intense competition among numerous players. Brands need to continuously innovate their noodles and adapt to maintain their market positions.
In this article, Biospringer’s experts provide an overview of the Indian noodles market, highlighting key consumer trends driving growth. We also explore how brands can innovate to improve taste in noodle offerings and gain a competitive edge.
The market of noodles in India
The noodle market has long been booming due to its convenience, affordability, and appeal to Indian tastes.
As of 2024, the market value of noodles in India is 4.4 Billion USD², with a market value growth of 15.3% between 2023 and 2024.³ The noodle market has also seen a growth in new product launches growth +21.32% over the last 5 years.⁴
When looking at the reasons of this growth, according to Innova, 56% of Indian respondents say they buy instant noodles because “It tastes good”. ⁵ Convenience is also an important factor for 45% of Indian consumers.⁶
Trends in the noodles category in India –
The new noodle taste experience
When was the last time you found yourself in the noodle aisle looking to satisfy that craving? Were you overwhelmed by all the choices?
This incredible variety reflects what we as consumers now demand. We’ve become more thoughtful about what we buy. We take time to check ingredients, nutrition facts and flavor options before deciding which noodle package makes it to our cart.
This shift reflects a broader food consciousness where convenience is just one factor among many in our decision-making process. Consumers now approach noodles with culinary sophistication, actively seeking cross-cultural innovations that expand their palates.
Here are noodle trends booming in India:
1. Korean Noodles Popularity
The influence of Korean pop (K-Pop) culture has led to a surge in demand for Kan-style noodles. Sales of Korean instant noodles in India grew from ₹2 crore in 2021 to over ₹65 crore in 2023, marking a 400% year-on-year growth.⁷
2. Health-Conscious Choices
There’s a growing demand for healthier noodle options made from whole grains, millets, and without refined flour.
3. Flavor Innovations
Manufacturers are introducing a variety of flavors, including regional Indian spices and international tastes, to appeal to a broader audience.
What else are Indian consumers looking for in their noodles?
Key claims and positioning featuring popular noodles in India
India consumers want natural noodles. From the study, it’s been clearly stated that Indian consumers’ expectations on naturality are particularly high. 32% of Indian respondents say “Organic” is the top factor of influence when they buy instant noodles, while 30% mention noodles made with “real/natural ingredients”.
As the demand for convenience, flavour, and natural ingredients grows, brands need a cost-effective and efficient way to innovate their solutions.
DOWNLOAD TRENDING RECIPE SHEETS
Introducing Biospringer’s yeast extract. A game-changing solution that enhances the noodle taste profile naturally and cost-effectively.
This versatile ingredient delivers the rich, savory notes consumers crave while supporting your brand’s commitment to clean-label ingredients and operational efficiency.
Will Biospringer be your taste partner for memorable noodles?
With more than 150 years of experience in fermentation and 10 factories worldwide, Biospringer is the world’s leading yeast extract manufacturer. Based in Mumbai, our two experts Yogesh Nigudkar (Sales Manager, Indian Subcontinent) and Sushil Mundhe (Food Technologist and Innovation Specialist) are available to support you in developing tasty and healthy instant noodles. Feel free to contact them to learn more about our solutions.
India’s instant noodles market is on an upward trajectory, driven by changing consumer lifestyles, global culinary influences, and a demand for convenient meal options. Companies that focus on innovation, health-conscious products, and diverse flavors are well-positioned to capitalize on this growth.
