Abstract
This report looks at noodles as snacks, meal accompaniments and components of prepared ready meals. Despite the disparate nature of these sectors and their distinct consumer profiles, some common trends emerge including: the importance of healthy eating, convenience and authenticity; growing interest in South East Asian, and in particular Thai, cuisine; and a willingness to trade up from dried noodle products to wet ambient and chilled ones.
Comparatively low levels of household penetration mean that opportunities exist to increase consumption across the product range, both by targeting underrepresented demographics and underdeveloped consumption occasions.
Sales of noodles increased by 15% between 2002 and 2007 to reach £191 million and look set to enjoy further growth with sales set to reach £258 million by 2012.
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