In recent years, the consumption of instant noodles has continued to develop to the high-end, which has also made the instant noodle market warm up, and consumers' original demand for "low price and convenience" of instant noodles has changed to pay attention to taste and quality. Instant noodle giant Master Kong's turnover of high-priced bag noodles increased by more than 28% last year. Instant noodle consumption tends to diversify High-priced noodle sales have increased significantly
The reporter visited several large supermarkets in Shanghai and found that the bagged noodles were sold in a combination of five packages, the low-priced classic flavor instant noodles were eight or nine yuan a group, and the high-priced new flavor instant noodles were in a group of about twenty yuan; the unit price of barreled noodles was generally four or five yuan, the high price was close to ten yuan, and there were many high-priced products with a single box price of more than twenty yuan on the shelves.
The reporter learned from a chain supermarket in Shanghai that on the whole, the current sales of instant noodles of five to ten yuan in supermarkets account for about 24%, and the proportion of more than ten yuan is about 33%, and the sales of high-priced instant noodles are increasing year by year.
Zhan Wenyuan, head of the food department of a supermarket in Shanghai: From 2018 to 2021, the proportion of our high-priced instant noodles has increased from 25% to 33%, and the proportion of sales has increased from 52 percentage points to 62 percentage points.
The relevant person in charge of another supermarket said that compared with bagged instant noodles, boxed products are more popular, accounting for 60% of sales. At the same time, consumers began to pay attention to soup bases and ingredients, and in order to cater to new consumer trends, supermarkets also began to adjust sales categories. In 2019, there were only five to eight online red products in supermarkets, and this year it has increased to more than a hundred, and the unit price of these new products is generally relatively high, more than 10 yuan.
According to the data of the World Instant Noodles Association, the global consumption of instant noodles in 2020 is about 116.6 billion, of which China's consumption accounts for 40%. In 2020, the overall market volume of China's instant noodle industry was 63.737 billion yuan. Since 2013, due to the rapid rise of the takeaway industry, China's instant noodle market has shown a downward trend, but in recent years, relying on the development of high-end instant noodle market, the domestic instant noodle market has gradually picked up. Taking the leading enterprise Master Kong as an example, the turnover of Master Kong's high-priced bag noodles in 2020 was 13.066 billion yuan, an increase of 28.12% year-on-year, and the growth rate was much higher than that of the middle-priced bag noodles. Sales of imported instant noodles have increased, and instant noodles have gradually developed into staple foods
In addition to the high-priced noodles launched by traditional instant noodle brands, many imported instant noodles have also entered the Chinese market, enriching the categories and tastes of instant noodles, with different flavors, even if the unit price is high, it has also gained the favor of many consumers.
Nowadays, a variety of new flavors, new ways to eat instant noodles emerge in an endless stream, there will be a variety of instant noodles on the Internet evaluation and Internet celebrity eating methods, and even like small shops specializing in the study of instant noodle food, instant noodles have become very different from the past.
According to the staff of this small shop, there are more than 130 kinds of instant noodles from all over the world, and different products are selected and displayed on the shelves every week. After the chef's deep processing, the instant noodles in the shop are basically 60-80 yuan, even if the price is so high, there are still many customers to taste. Basically, customers between the ages of twenty and thirty are younger.
Wang Shupeng, the head of commerce of a cross-border e-commerce company that obtained an import authorization from a Korean instant noodle company in early 2019, said that the company's annual sales of Korean instant noodles have reached 1.5 billion yuan. The instant noodles sold by the company are mainly sold in five-pack combinations, and the combined price is between 25 yuan and 40 yuan. The consumer group is mainly young people aged 18 to 25. He said that now some imported noodles are developing towards the high-end market, they have also done some surveys, for products below 50 yuan, everyone will have a hunting psychology, as long as the characteristics are clear enough, he believes that there is still a part of the market is currently blank.
The Korean instant noodles sold by Wang Shupeng's company come in a variety of flavors such as spicy, cheese, fried sauce, cream, etc., which are different from the traditional tastes in the domestic market and the price is relatively high. Wang Shupeng said that compared with the annual per capita consumption of Korean instant noodles of 79.7, China's instant noodle market still has a lot of space.
The data shows that the two major instant noodle giants Master Kong and unified occupy 60% of the domestic market share, industry insiders analysis, due to the long-term targeting of the old instant noodle companies in the middle of the parity, some imported brands will aim at the gap in the high-price noodle market in one fell swoop, such as Japan's Nissin instant noodles, the operating income in the Chinese market accounts for more than 80% of the total revenue.
Zhang Weilin, analyst of the instant noodle industry: The trend of high-end instant noodles has attracted the market, which I think is very helpful for the subsequent development of China's instant noodle brands to the high-end market.
Source: CCTV Finance (ID:cctvyscj)