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Consumer Reference丨Instant noodles market under the "suspected rat head" storm: continued contraction

2024-07-17

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21st Century Business Herald reporter He Hongyuan and intern Han Chang report

The instant noodle market is once again caught up in a public opinion storm.

On July 16, 2024, in response to consumers claiming that there were suspected rat heads in Uni-President’s Laotan Pickled Cabbage Beef Noodles, Uni-President responded that the company had sent someone to visit the consumer, the original video had been removed, and it said it was still under internal analysis.

It should be noted that instant noodles are already facing growth pressure at this moment.

Keming Food mentioned in the institutional research minutes disclosed on July 16 that in the first half of the year, the overall sales volume and revenue of its Wu Gu Dao Chang brand declined slightly year-on-year. Wu Gu Dao Chang is a well-known domestic instant noodle brand, mainly non-fried products.

In addition, in 2023, the revenues of instant noodle giants all declined.

The financial report shows that in 2023, the revenue of Master Kong's instant noodles business was 28.79 billion yuan, a year-on-year decrease of 2.7%, and the growth rate was -6.7pcts year-on-year; the revenue of Uni-President Foods' business was 9.85 billion yuan, a year-on-year decrease of 10.6%, and the growth rate was -26.2pcts year-on-year.

In fact, the instant noodle market is in a critical period of structural adjustment.

Take Master Kong, which has the largest market share, as an example. From 2013 to 2016, Master Kong instant noodles experienced a decline in revenue for three consecutive years. The main reason was that in 2014, the rise of the takeaway industry represented by Meituan and Ele.me directly impacted the instant noodles market. The takeaway subsidy war allowed consumers to have a big meal for only a few yuan.

In response to the erosion of revenue caused by takeout, Master Kong instant noodles began to develop mid- to high-end brands, from upgrading the original packaging to launching new products such as "Master Soup" for students, white-collar workers, and middle- and high-income groups, with unit prices ranging from 5 to 20 yuan. After 2017, instant noodle revenue gradually recovered and reached a peak of 29.51 billion yuan after the epidemic, with a compound growth rate of about the same from 2021 to 2023.

If the aforementioned "suspected rat head" incident is confirmed, it will deal a huge blow to the instant noodle market that wants to "upgrade consumption."

According to the analysis of many industry insiders, based on current food production regulations, it is not easy for "rat head" to sneak into instant noodle seasoning packets.

On July 16, Uni-President China closed at HK$6.11 per share, down 10.01%.

On the same day, the Shanghai Composite Consumer 80 Index closed at 4267.36 points, up 0.06%.

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