Future Demands

Europeans still purchase only 3% of the US$20 billion in noodles sold around the world, according to market analysts Euromonitor, but year on year growth of noodle sales has increased at a rate of 7.8% a year since 1998. (Erlich, 2003) The increasing growth of instant noodles in Europe can be seen in many countries and this is evident that Europeans have already started to accept noodles of other culture. The rising consumption of instant noodles by the Europeans calls for more supply of instant noodles and it is due to increased exposure to other ethnic cuisines and busy work life.

However, the growth of the noodle sector in Europe is still insignificant. To boost sales, Erlich also stated that noodles manufacturers have to tap into Europeans' desire to consume diverse, authentic Asian food at home.

Erlich supported this: "The market will grow up and the key challenge will be for manufacturers to ensure penetration continues beyond young, single men too lazy to prepare a meal and drive the market towards affluent, professional consumers”, says Sin Hui Chew [account manager for Integrated Market Information System (IMIS) data].

Within the framework of health-conscious nourishment in the future, pasta enriched with dietary fibre might be in demand… (Kruger, Matsuo, & Dick, 1996)