Nissin Cup Noodle - COVID-19 Success Case Study
The COVID-19 pandemic has inspired shifts in consumer behavior towards meal choice and preparation. While some consumers have embraced the creativity and variety of home cooking, for others the desire for quick, easy solutions to mealtime hunger has found them seeking emergency foods - meal options that take minimal effort to prepare and are suited to individual consumption. This has particularly been the case in Japan, benefiting the well-known originator of instant noodles, Nissin Foods.
The COVID-19 pandemic has fueled major sales growth for Cup Noodle, the iconic Japanese brand of instant noodles. Consumers have seen the product as an ideal emergency food - a trusted, ubiquitous brand offering variety, ease of preparation, and convenience. The brand has also seen performance boosted in its international markets such as the US, driving aspirations for additional market share building there.
Reasons to Buy
- Such products as Cup Noodle appeal to more home-based lifestyles, with convenience persisting as a need even when consumers are no longer on the go.
- An abundance of caution has become characteristic towards food purchases, which has increased some consumers’ preferences for packaged or sealed foods as opposed to open, fresh alternatives.
- Brands that offer cost-conscious consumers a competitively priced option that meets core needs and is widely available can thrive, even if premium aspirations need to be attenuated or deferred until the pandemic subsides.
- The emergency food image needs to be carefully managed so as to retain consumers post-pandemic when the medical emergency has subsided, and the only emergencies tend to be needs such as on-the-go eating and time poverty.
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