Market Trends of Asian Food Products in the USA

Retail Sales of Instant Noodles in America by 2025

Instant noodles are booming in the United States.

The business took off during the pandemic, when consumers turned to this product for a quick and satisfying way to fill up. But how did a food typical of countries like China, Japan, or South Korea spread in the US market to become viral?

A Brief History of the Success of Noodles in the Land of the Free

It all started with a video where a British man tried the Buldak noodles from the South Korean brand Samyang. These Asian noodles are challenging to eat because they are very spicy, so the video went viral and prompted many Westerners to emulate the man and "challenge" the now-famous ramen, which was even withdrawn from the Danish market.

Buldak noodles were created in 2011 in response to Americans' love for spicy stir-fry chicken. And lately, the demand for noodles in the US market is so high that the company struggles to keep up.

In short, we are looking at a great business opportunity for long-shelf-life food manufacturers, and now we'll explain why.

Sales Trends of Noodles in the United States

For Samyang Foods, the USA represents 20% of global sales just two years after the product was introduced to the market, and it is especially true that instant noodles are literally taking over America.

• One in four American consumers eats instant noodles [Source: Mintel];
• According to Euromonitor, the US instant noodles market has grown by 36% in the last five years, and in 2023 it was a 2.7 billion dollar market;
• The USA ranks sixth in the global demand ranking of the World Instant Noodle Association: this research shows they are behind China, Indonesia, India, Vietnam, and Japan, but ahead of the Philippines and (surprisingly!) South Korea.

We're talking about over 5 billion servings of noodles per year compared to less than 3 billion in 2000 (15.2 servings per capita). Euromonitor also highlights that 75% of noodle sales in America come from packets, a format that costs less than half of the noodles packaged in the traditional cup.

What Are the Purchasing Motivations of American Instant Noodles Consumers?

We list some reasons why it's beneficial to sell noodles in the United States:

• They are eaten as quick and easy snacks to satisfy a savory craving;
• They meet the demand of those who cannot prepare very spicy food at home and therefore need single servings;
• They are affordable and long-lasting;
• They fit the American consumer lifestyle.

Selling instant noodles in the USA means entering a rapidly growing market that is here to stay

The stigma surrounding instant noodles has almost disappeared, and demand in the United States has remained high despite an inflationary context: it confirms that the new customers of this food product have become regular buyers and, therefore, are likely to continue purchasing them.