Why the world is turning away 'noodle' bowls
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The turning tide
The world might be turning against one of the most popular ready-to-eat solution across the world- the instant noodles. In fact, global sales of the product slid 4.3% between 2012 and 2016.
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Not a favourite in India
In 2016, India ate less instant noodles than it did back in 2012. Sales in 2015 were far worse because of the Maggi controversy.
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No takers among rural folk
A big chunk of demand came from rural workers in Chinese cities, but they have been returning home. Increased migration into the cities, the thinning crowd in trains and a general preference for healthier food have impacted noodle demand.
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The online revolution
Finally, ordering proper meals on apps has become cheap, posing competition to 2-minute treats. A BBC report states around 730 million Chinese have access to the internet now and arout 95% of them are using smartphones to connect.
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What's boiling in China
Last year, China ate 7.7 billion fewer packets than its peak in 2013, which is almost equal to the combined demand in India and South Korea. While demand stagnated or slid marginally in most other countries, the China-Hong Kong region alone pulled down the world average.
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Maggi's downfall in India
Noodle maker Nestle dealt a severe blow after sample tests showed its Maggi brand of noodles not only contained monosodium glutamate (MSG), but they also had high levels of lead. In fact, a ban was imposed on the sale of Maggi noodles for six months in 2015. Ever since then, it has been one debacle after the other for the noodle maker in India.