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Instant noodles, pasta, and soups launch with Desi flavours

Indian consumers call for Desi flavours formulated in healthier instant noodles, pasta and soups, with manufacturers pitching products with healthier-for-you marketing.

According to the latest research by market intelligence company Mintel, there is a growing demand among Indian consumers for healthier alternatives in the instant noodles, pasta, and soups category.

Desi flavours in noodles, pasta, and soups

Desi refers to authentic food and regional flavours reminiscent of favourite Indian dishes. Demand for Desi versions of Asian flavours is rising. Regional Indian, Desi Chinese, Desi Thai, and Desi Korean are among popular varieties of Desi flavours.

Mintel's research finds that Indian consumers are willing to pay a premium for Desi versions of Asian flavours, too. Over a third (34%) of consumers are willing to pay for these compared to 18% of consumers who would pay more for authentic Asian flavours. To remain relevant, brands must focus on adapting international flavours to reflect Indian consumers’ preferences.

“The Hallyu culture is anticipated to strengthen its foothold in India, particularly among Alphas Gen Z, Gen Z and Younger Millennials. Brands offering Korean noodles and flavours will actively vie for market share in response to this trend,” said Tulsi Joshi, principal food and drink analyst at Mintel Reports India.

With a market penetration of over 61%, instant noodles, pasta and soups offer manufacturers opportunities to utilise popular Desi flavours to promote these products with healthy-for-you messages.

Maida and oil-free formulations

Maida is a wheat flour recognised for its refined texture and use in bread, pastries, and biscuits. Despite being a common ingredient, manufacturers are responding to consumers’ calls for maida alternatives today. “Consumers’ imagination of healthier instant food options is devoid of maida and oil,” Joshi said.

Increasingly, consumers want other options, such as whole wheat, with 57% of consumers seeking this instead of Maida, oats (47%), rice (45%) and soya (45%), Mintel research says. “Although the substitution of maida is a growing trend rather than mainstream, this presents an opportunity for instant noodle and pasta brands,” added Joshi.

Over a third (38%) of Indian consumers are also willing to pay more for instant noodles, pasta, or soups with the marketing claim ‘no maida’, as they perceive it as a healthier alternative to products containing maida.

Mintel’s research indicates that manufacturers have an untapped opportunity to offer oil-free cooking methods in instant foods and that brands can benefit by utilising alternatives in their product offerings.

Healthier-for-your product varieties

Consumers are “poised to invest more in wellness, elevating the value of health-centric propositions”, Joshi said in Mintel’s report, anticipating that Indian brands are on the verge of a new era of health consciousness.

The increasing trend for healthier options in indulgent and convenient food categories, such as instant noodles, pasta, and soup, is expected to drive the demand for alternatives like maida and oil-free options.

Based on its 2023 research from 1,816 Indian adults, Mintel finds Indian consumers want instant foods containing green vegetables and protein-rich ingredients. Over half (55%) of those asked are interested in green vegetables in their instant food options, 43% want Paneer, a third (33%) opt for egg, 31% choose cheese, and 28% go for chicken.

Busy lifestyles and urban living are among the leading drivers spurring increased demand for the pasta and soup market as consumers seek convenience and affordability. The younger generation, mainly Gen Z (74%), is the leading consumer of instant noodles, pasta, and soups, Mintel's research says.

Demand for Desi widens throughout the market

McDonald's and Domino's multinational fast-food chains are entering the Desi scene, bringing new product varieties like Paneer Tikka and Aloo Tikki. In August 2023, Taco Bell, the world’s leading Mexican-inspired restaurant brand, announced the launch of its Indian Desi Menu. Ching’s of Capital Foods produces Desi Chinese sauces and commands a 90% market share in the Desi Chinese category, BDO India reports in its 2023 research.

A hike in demand for drinks and ice cream is also seen in fast-moving consumer goods (FMCG) companies’ introduction of new products with typically desi flavours to appeal to Indian consumers. Cup-Ji is a ready-to-sip Desi-Flavoured Green Tea, while Skippi has launched desi pops and Corn Sticks to celebrate Indian culture and cuisine.

In November 2022, Spice Story announced it was building a ‘desi food brand’, starting with chutneys. Sitting in the ready-to-cook pastes, spices, snacks, and drinks segments, it aims to grow twelvefold in the next three years.