The total sales volume of instant noodles in China has been declining for five consecutive years. At the beginning of this year, Master Kong of Taiwan Province announced the dissolution, which will not affect the sales in Chinese mainland for the time being. In August this year, Uni-President also announced that it would gradually withdraw from the instant noodle market.

In terms of consumption concept,

People always have a stereotype that instant noodles are unhealthy and have no nutrition. "Eat instant noodles once and detoxify the liver for a month." With the improvement of consumption level, consumers pay more attention to scientific and reasonable diet and pursue quality of life, and the prospect of healthy food is promising. On the contrary, negative news such as toxic instant noodle packaging and waste oil ingredients frequently appear, which is easy to lose the trust of consumers.

Look at the external environment

The Internet has given birth to the rapid rise of the take-away industry and impacted the instant noodle industry. Compared with similar instant noodles, take-out can provide more choices, without any processing, and is more convenient than instant noodles. Coupled with take-away festivals, red envelopes, full reduction and other activities, the advantages of instant noodles are gradually disappearing, and more and more young people choose take-away.

From the perspective of consumer groups

The consumers of instant noodles are middle-class young people who pursue personalized consumption and uniqueness. It is difficult for instant noodles to make their own personality characteristics, and the homogenization phenomenon is serious. On the other hand, many fast-selling products that are healthier but more creative than instant noodles appear on the shelves and are favored by young people.

In the consumption scenario

In the past, trains were one of the scenes with the largest consumption of instant noodles, but in recent years, high-speed trains and bullet trains have gradually replaced ordinary trains, shortening people's travel time and leading to the marginalization of instant noodles. At the same time, it can indirectly show the trend of decreasing the number of migrant workers.

Facing the severe market situation, the instant noodle industry is also looking for countermeasures. Tang Daren innovates in the brand image of fashion and individuality; Master Kong has introduced instant noodles tailored for young people, with many ingredients. Uni-President launched a "Man-Han Banquet" at a price around 30 yuan. This strategy has improved business. However, many consumers have questioned that such a high price is not as good as takeaway. It remains to be seen whether Gan Kun Can will be reversed.