The Dynamic Indian Instant Noodle Market: Trends and Drivers

An Overview of the Indian Pasta Market

The Indian pasta market, encompassing dried pasta like spaghetti, fresh pasta such as ravioli, and instant noodles like ramen, is experiencing rapid expansion. This growth is driven by increasing urbanization, rising disposable incomes, and changing dietary habits. The convenience and versatility of pasta products have made them popular across various age groups. This trend is reflected in the wide range of domestic and international brands available, catering to diverse consumer tastes and preferences.

According to the International Trade Centre (ITC) Trade Map, India’s pasta imports under HS code 1902 (pasta, whether or not cooked or stuffed with meat or other substances or otherwise prepared, such as spaghetti, macaroni, noodles, lasagne, gnocchi, ravioli, cannelloni; couscous, whether or not prepared) totaled 15.97 thousand metric tons (mt) in 2023, valued at USD 34.02 thousand. This represents a 10.13% drop in volume and a 3.05% decline in value compared to 2022. Despite these year-on-year (YoY) declines, India's pasta imports have grown substantially over the past decade, with volumes increasing by a significant 151.5% and values rising by a notable 310.87%.

These pasta shipments were primarily sourced from Italy with 4.28 thousand mt (-0.93% YoY), Nepal with 3.94 thousand mt (-37.5% YoY), South Korea with 2.99 thousand mt (+25.79% YoY), and Bangladesh with 0.95 thousand mt (+5.57% YoY). In terms of value, South Korea led in pasta exports to India with USD 12.30 thousand (+25.2% YoY), followed by Nepal with USD 6.83 thousand (-27.54% YoY), and Italy with USD 6.18 thousand (+2.8% YoY). This indicates that South Korean pasta products are highly valued, likely driven by the influence of K-pop and K-dramas. This data highlights the shifting dynamics in India's pasta import market, reflecting changing consumer preferences and international trends.

Figure 1: India’s Pasta Import Value from 2013 to 2023

The Indian Instant Noodle Market

The noodle market in India has shown significant growth, primarily driven by changing consumer lifestyles and the increasing preference for quick and easy meal solutions like instant noodles. According to the World Instant Noodles Association (WINA), India was ranked third in global demand for instant noodles in 2023, with 8.68 billion servings, a 14.51% YoY increase. This placed India just behind China/Hong Kong, with 42.21 billion servings, and Indonesia, with 14 billion servings. Furthermore, Custom Market Insights (CMI) indicates that the Indian instant noodle market is estimated at USD 2.13 billion in 2024 and is expected to reach USD 7.41 billion by 2033 with a compound annual growth rate (CAGR) of 12.99%.

The instant noodle market in India is robust and competitive, featuring a mix of domestic and international brands that constantly evolve with new flavors and varieties to suit local tastes. One of India’s leading domestic instant noodle brands is Maggi by Nestlé India, which was launched in 1983. Maggi gained popularity through its “2-minute Maggi noodles” campaigns, emphasizing quick preparation, which appealed to children coming home hungry from school and working-class mothers seeking convenient meal options.

Over the years, Nestlé has continuously innovated and expanded its Maggi product line to meet changing consumer preferences and market trends in India. Some notable products include Maggi Vegetable Atta Noodles, made with whole wheat flour and added vegetables, Maggi Oats Noodles, incorporating oats to attract health-conscious consumers, Maggi Special Masala Noodles, enhancing the masala flavor, Maggi Nutri-Licious Noodles, focusing on nutritional value and taste, and Maggi Fusian Noodles, inspired by Asian flavors, including variants like Bangkok Sweet Chili, Hong Kong Spicy Garlic, and Singaporean Tangy Pepper.

Figure 2: Maggi’s Masala Veg Atta Noodles

Indian instant noodle consumers have shown an increased demand for international brands, particularly the spicy ramen from South Korea, which is rapidly gaining popularity. Renowned South Korean companies in India include Nongshim, known for its spicy Shin Ramyun, Kimchi Ramyun, and Neoguri; Samyang, famous for its extremely spicy Buldak Bokkeum Myeon (Hot Chicken Flavor Ramen); and Ottogi, recognized for its Jin Ramen, available in both mild and spicy versions. This surge in the popularity of South Korean instant noodles in India can be attributed to the recent wave of K-pop and K-dramas, which have influenced various lifestyle choices across different age groups.

Business Standard reports that Indian fast-moving consumer goods (FMCG) companies are keenly observing this trend and are expanding their instant noodle offerings to cater to the growing demand for K-noodles. For instance, Nestlé India expanded its Maggi brand in Nov-23 with the launch of Maggi Korean noodles in two flavors: BBQ Chicken and BBQ Veg. Hindustan Unilever also expanded its Knorr brand by introducing a Korean meal pot, while Nissin Foods launched the Gekki variant of K-noodles three years ago.

Figure 3: Maggi Korean BBQ Veg Noodle

The growth of the Indian instant noodle market is attributed to aggressive marketing strategies, including celebrity endorsements that build brand awareness and loyalty. For example, Nissin Foods unveiled a captivating new advertisement film in Jun-24, inviting consumers to "Vibeitup with Cup Noodles." This move marks a strategic shift for the brand as it aims to connect with Gen-Z, a digital-native audience. Other market drivers include the rise of e-commerce and modern retail stores, which boost product accessibility and availability, a shift towards healthier options, and the expansion of premium and gourmet pasta and noodle segments.

In conclusion, the Indian pasta market, especially the instant noodles segment, is dynamic, as indicated by the availability of various brands with diverse flavors catering to different consumer preferences and tastes. This necessitates manufacturers to invest in research and development to continuously innovate flavors and effectively understand and meet varied consumer preferences. To expand their market share in India, South Korean companies are encouraged to continue developing and introducing instant noodle products that blend K-culture with the Indian consumer preferences. Additionally, due to the growing awareness of environmental sustainability, brands need to shift toward eco-friendly packaging and sustainable sourcing of ingredients.