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高端化就是涨价?“方便面刺客”吃不起也卖不动了
Xin Lang Cai Jing· 2025-08-15 02:51
Core Viewpoint - The convenience food industry, particularly instant noodles, is facing a shift in consumer preferences towards healthier options, necessitating innovation and adaptation from brands to meet these demands [7][8]. Industry Insights - Instant noodles have long been associated with unhealthy eating, primarily due to the prevalence of fried varieties that can produce harmful substances like acrylamide [4]. - The market for convenience foods in China is projected to exceed 1 trillion yuan by 2026, with a compound annual growth rate of over 10%, driven by a significant increase in demand for healthier products [8]. - Health-oriented products are growing at a rate three times faster than traditional varieties, with low-fat, low-salt, and high-fiber options becoming key decision factors for consumers [8]. Company Strategies - Major brands like Master Kong, Uni-President, and White Elephant are focusing on health-oriented product lines, such as Master Kong's "fresh vegetable noodles" and White Elephant's "healthy breakfast noodles" [8]. - The trend towards premiumization in the instant noodle market is evident, with products priced above 20 yuan, but this strategy has led to declining sales as consumers resist higher prices [9][10]. - Companies like Jinmailang are innovating with "0-fried" technology to create healthier options at competitive prices, aiming to balance health benefits with affordability [10][11]. Market Challenges - The convenience food sector is experiencing pressure from alternative food options like takeout and new instant food products, which are diverting consumer attention away from traditional instant noodles [12]. - Despite the push for health and premiumization, there is a significant risk of alienating price-sensitive consumers, as evidenced by declining sales figures for higher-priced products [9][10][12]. - The industry is at a crossroads, with brands needing to find a balance between health, quality, and price to remain competitive in a rapidly evolving market [12].