China’s instant noodle industry’s pivot from competing on price pays off
Focus on healthier, premium products and tech innovation has boosted earnings of leading brands.
China's instant noodle industry is undergoing a transformation, shifting away from price competition to focus on value creation, according to recent reports. Leading manufacturers such as Tingyi Holding, Uni-President China Holdings, and Nissin Foods have reported improved profitability in the first half of 2026. The industry reached 184.99 billion yuan (S$35.3 billion) in 2025, marking a 7.9% increase from the previous year.
The change in consumer preferences is driving this shift, with late-night snackers seeking richer flavors, office workers desiring lighter meals, and health-conscious consumers looking for products with fewer additives and better nutritional profiles. The industry's revenue has shown resilience despite retail volumes shrinking, with leading companies focusing on higher-value products to offset weaker volumes.
Premium products, improved product mix, and higher margins are contributing to better profitability. The competition among top brands is intensifying, with Jinmailang Food emerging as the fastest-growing major manufacturer. Meanwhile, manufacturers are also investing in technology to improve noodle texture and taste while reducing oil content.
Written by urgent.news from Straits Times Business's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
