Instant noodles were invented in 1958 by Momofuku Ando. They became a hit for their palatability, affordability, and sustainability. The launch of CUP NOODLES ® in 1971 further increased instant noodle’s popularity.
By the early 1990s, the annual global demand for instant noodles was estimated at 15 billion servings. Demand grew to 50 billion by the early 2000s. Five factors, attributed to inventor Momofuku Ando, that boosted its growth are affordability, convenience, longevity, palatability, and safety.
In the Philippines, market leader Monde Nissin introduced the brand Lucky Me! In 1989, starting with instant noodle soups. By 1991, the brand released Lucky Me! Pancit Canton, the pioneering dry noodle kit in the country. By 2014, Monde Nissin secured a market share of more than 60%. Other competing brands entered the market, including Nissin and Payless by Universal Robina Corporation, Quickchow by Zesto Corporation, and Ho-Mi by Uni-President.
From a global standpoint, the Philippines ranks 8th in terms of global demand. Here is the top 10 global demand ranking by the World Instant Noodle Association (WINA) and their corresponding consumption (in millions of servings) for 2019:
- China/Hong Kong - 41,450
- Indonesia - 12,520
- India - 6,730
- Japan - 5,630
- Vietnam - 5,430
- USA - 4,630
- Korea - 3,900
- Philippines - 3,850
- Thailand - 3,570
- Brazil - 2,450
The same report revealed that 106.4 billion servings of instant noodles were consumed in 2019. Taking 8 spots in the top 10, Asia remains the biggest consumer of instant noodles. Among the variations available globally, these are most in-demand, based on their broth:
- Chicken, especially in Muslim countries
- Pork, especially in China, Thailand, and Japan
- Beef, especially in China, Korea, Europe, and the Americas
- Seafood, especifically shrimps, popular globally
- Vegetable, including mushroom and tomato, especially in India, Europe and the Americas
In terms of flavorings and seasonings, these are the top trends:
- Soy sauce
- Cheese, especially in Europe and the Americas
- Bean paste, especially in East Asia
- Spices, especially lemongrass, cinnamon, star anise
- Curry, especially in Southern Asia
- Chili Pepper, especially in Korea, Thailand, and Mexico
- Citrus, especially in Mexico and the Philippines
Among specific brands, Asian instant noodles are also more in demand. From rankings presented by publications such as the New York Times (2020), Los Angeles Times (2021), and Serious Eats (2019), brands from Indonesia, Japan, Korea, Thailand, Singapore, Malaysia, and Hong Kong have secured top spots. These include:
- Indomie Mi Goreng (Indonesia)
- Prima Taste (Singapore)
- Sapporo Ichiban (Japan)
- Nongshim (Korea)
- Mama (Thailand)
As for Philippine instant noodle brands and products, the potential remains high, especially as local variations become further introduced to the global market. Among the flavors being recognized already are Bulalo (beef and bone marrow) and Chilimansi (spicy and citrusy). Manufacturers have already expanded their export capabilities, with Monde Nissin reaching 50 countries already. The challenge now is to entice foreigners (on top of Filipinos living abroad) and make them realize that Philippine instant noodles are on par with those from its neighboring countries.
