Instant noodles, once seen as a cheap post-pub meal for lazy bachelors, are experiencing a resurgence, now marketed as gourmet options for Gen Z.
Sales of instant noodles have risen by 50% year on year on Ocado's website, with searches for ramen noodles up 35%, indicating a shift in consumer preferences.
Brands are using influencers effectively, engaging younger audiences through TikTok’s creative short videos, contributing to the evolving market of instant noodle products.
The hashtag #ramenhacks on TikTok boasts over 22,100 posts, showcasing how users enhance instant noodles with gourmet toppings, reshaping their consumer perception.
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