The Vietnamese instant noodle market continues to expand as local demand grows steadily. At the same time, shifting consumer preferences are opening up new opportunities for businesses operating in this industry; they also need to update their instant noodle trends to conquer consumers.
In 2022, Vietnamese consumers used 8.48 billion packets of instant noodles, averaging 87 packets per person. Remarkably, Vietnam ranked among the top three global consumers of instant noodles that year.
I. Instant Noodle Market Overview – 2024
According to the World Instant Noodles Association (WINA), Asia remains the largest consumer of instant noodles. In 2020, Northeast Asia (including China, South Korea, and Japan) accounted for 56.45% of global consumption, followed by Southeast Asia (including Indonesia, Vietnam, the Philippines, Thailand, and Malaysia) with 25.24%.
While overall growth in the packaged food sector has slowed due to economic challenges, instant noodles have maintained value growth, even though volume growth has been modest.
Though broth-based noodles and shrimp-flavored varieties continue to dominate the market, there has been a noticeable shift in consumer preference toward a broader range of products and flavors. Notably, dry noodles and seafood flavors have gained significant popularity in 2024.
Consumers are also increasingly drawn to healthier options. The instant noodle sector is catching up with this trend, especially across the Asia-Pacific region—including Vietnam—where health-conscious product lines are gaining traction.
II. Top 5 Instant Noodle Trends to Watch in 2025
Based on the data from 2024, here are five key trends shaping the instant noodle market in 2025:
1. A Balanced Choice for Better Health Is The Most Popular Instant Noodle Trend
Driven by the rising demand for weight management and healthier lifestyles, consumers across Asia-Pacific—particularly in Vietnam—are turning to noodle formulations that reduce or supplement specific nutrients.
Emerging instant noodle products focus on balanced nutrition, reducing fat, cholesterol, trans fats, and carbohydrates, while adding protein, fiber, and vitamins. These smart formulas are being enthusiastically received as consumers seek healthier everyday meal options.
Examples of innovation in this area include:
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Use of whole grains, buckwheat, or oats
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Cooking methods such as steaming, baking, or slow-cooking
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Reduced unhealthy additives (e.g., fats and artificial seasonings)
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Plant-based ingredients for better nutritional profiles
This “healthy instant noodle” trend not only supports better nutrition but also aligns with global movements toward sustainability and natural ingredients.
2. Reduced-Sodium Formulations Without Compromising Flavor
Instant noodles now rank second among food categories adopting low-sodium formulas, growing at a CAGR of 63%.
Yeast extract has emerged as a popular sodium-reduction solution, widely adopted by food manufacturers to retain umami flavors while reducing salt content.
For instance, Japan’s Cup Noodle PRO—the first high-protein instant noodle cup—features reduced sodium and carbs, and is a blueprint for future innovations that combine nutrition with flavor.
3. A Global Flavor Adventure
Asian-inspired flavors remain a hot trend in new product development. Popular global variants include:
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Korea: Kimchi, bulgogi, bibimbap
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Japan: Miso soup, furikake, tonkatsu
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Thailand: Tom yum, chicken pad
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China: Cantonese, Sichuan spicy, Fujian-style
4. Enhanced with Real Vegetables, Meat, and Seafood
One major concern among consumers is that instant noodles lack fiber, vegetables, and protein, leading many families to treat them as snacks or emergency meals rather than full meals.
To address this, manufacturers are exploring solutions like freeze-dried vegetables and real meat or seafood toppings to boost nutritional value and product appeal.
5. Instant Noodles for Kids – A Market Full of Potential
Instant noodles are a household staple in Vietnam, and products tailored to children can further boost their appeal, especially when fortified with nutrients and made from healthier ingredients.
Parents are often hesitant to give noodles to their kids due to concerns over high fat, preservatives, MSG, and salt. Addressing these concerns, manufacturers can develop:
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Nutritional formulas: Added functional ingredients in precise quantities
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Kid-friendly flavors: Cheese, seaweed, etc.
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Familiar tastes: Inspired by traditional home meals
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Wholesome bases: Cereal-based noodles and whole grains
An example includes a product from South America that combines chicken and cheese in a kid-friendly instant noodle.
Conclusion: Instant Noodle Trends in 2025
As consumer habits continue to evolve, the instant noodle market will see significant shifts in the coming years. The key question is: how can brands adapt quickly to meet these changes and win consumer loyalty?
NFC – Nature Foods Company is ready to help answer that question.
With over 23 years of experience, NFC is a trusted food manufacturer that supplies high-quality dried ingredients to top industry players like Acecook, Masan, and Uniben. We offer a range of innovative solutions:
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Freeze-dried vegetables: green onions, cabbage, corn, etc.
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Freeze-dried meat and seafood toppings using real ingredients
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Dried proteins: shrimp, shredded pork, and more
📞 Contact us today at 0251 3560 107 to explore how we can support your instant noodle product development.
