Reaching for that packet of instant noodles after a hard
day?
You are not alone.
Sales of instant noodles have been rising year on year, say several
supermarkets The New Paper spoke to.
A report by global marketing research firm Nielsen showed that
there was a 7.9 per cent growth in the instant noodle market size
in Singapore from 2015 to 2016.
Sheng Siong supermarket told TNP there has been a 10 per cent
growth in the sales of its instant noodles over the past two
years.
Other retailers, such as NTUC FairPrice, told TNP there has been a
5 to 9 per cent spike in sales over the past year.
Cold Storage revealed that it saw double-digit growth over the past
four to five years.
Why is demand rising?
Convenience, and hot new flavours.
Noting Singaporeans' busier, more hectic lifestyles, Mr Jack Loo,
chief methodologist of independent marketing research firm Nexus
Link, said: "Out of convenience, many would choose to dine out or
consume instant food for their 'quick' meals. Their affordability
will provide the impetus for their continuous demand over the long
term."
CHOICES
He also noted that customers are now "spoilt for choice", with a
wide variety of new flavours on the shelves.
Euromonitor International analyst Reema Jagtiani said industry
players have "sought to raise the bar in terms of flavour offerings
to retain interest".
Mr Adrian Tan, managing director of consulting group Asia Insight,
added: "When you compare a typical supermarket shelf selling
instant noodles five years ago and today, you will see that there
are so many more choices."
He noted that manufacturers have created new flavours both local -
laksa, bak kut teh - and foreign - Japanese beef soba, Korean
kimchi, Vietnamese pho - to cater to customers who are used to the
wide variety of cuisines available here.
"The desire to replicate an eatery experience at home opens up
opportunities for premium and global flavours," he said.
The innovation in flavours satisfies spice palates and also extends
to other international cuisines, said Mr Raphael Pereda, head
of FMCG Industry at Nielsen Singapore.
Data from the supermarkets bear this out.
Giant said it has seen an increase in sales in two particular
products - the hot chicken flavour from Korean brand Samyang and
Maggi's extra spicy goreng flavour.
"New Korean brands which offer spicy options are gaining a foothold
in Singapore, as (these flavours fit) the palate of locals who love
spicy food," said a Giant spokesman.
According to Sing Long Foodstuff, Samyang's local distributor,
orders for its hot chicken flavour went up by 25 to 30 per cent
this year.
Supermarkets say other popular flavours include local brand Prima
Taste's premium range of la mian and wholegrain ramen.
Ngee Ann Polytechnic student Por Shi Hui, 19, eats instant noodles
at least twice a week because it is "fuss-free".
Convenience is also why Ms Lydia Leong, 28, an order management
analyst, reaches for instant noodles when she is pressed for
time.
And she does not mind splurging on her favourites - laksa or kimchi
flavours from premium brands, which can cost about $2 more per
packet compared to regular brands.
"They have better quality. The noodles are more springy and do not
get soggy easily," she said.
BY THE NUMBERS
7.9%
A report by global marketing research firm Nielsen showed that
there was a 7.9 per cent growth in the instant noodles market size
in Singapore from 2015 to 2016.
When you compare a typical supermarket shelf selling instant
noodles five years ago and today, you will see that there are so
many more choices.
- Mr Adrian Tan, managing director of consulting group Asia
Insight
Before you tuck into your next bowl of instant noodles, you may
want to read this.
The New Paper checked the sodium content of five instant noodle
brands and found that on average, one packet contains 1,317mg of
sodium.
According to the American Diabetes Association, the recommended
sodium intake per day for an adult above 18 years old is between
1,500mg and 2,300mg.
Ms Ng Hooi Lin, a nutritionist from the Singapore Nutrition and
Dietetics Association (SNDA), said a survey by the Health Promotion
Board showed that the average Singaporean consumes 3,527mg of
sodium a day - that is almost 70 per cent more than what he or she
should consume on a daily basis.
"A diet high in sodium increases the risk of developing high blood
pressure, which in turn can lead to heart disease, stroke and
kidney failure," she said.
The high amount of fat in instant noodles also adds to the health
risk.
A regular packet of noodles can contain up to 10,300mg of fat, of
which half is saturated fat.
Ms Jaclyn Reutens, a dietician from Aptima Nutrition and Sports
Consultants, said that palm oil - one of the ingredients in instant
noodles - is high in saturated fat.
"If saturated fat is eaten in high amounts, it can increase the
risk of high cholesterol, which is the gateway to an array of
cardiovascular diseases," she said..
WHOLEGRAIN
Ms Reutens said there are healthier instant noodles available in
the market. These contain a lot less fat and sodium compared to
regular versions.
There are also some brands that use wholegrain noodles that contain
more fibre.
"Look for labels that say 'non-fried', 'low fat', 'no MSG added' or
'reduced salt'," said Ms Reutens.
Look for the healthier choice symbol as well.
During cooking, you can also add only half of the flavouring
packet, which will reduce the sodium content.
TNP