The instant noodle industry is accelerating the expansion of its non-fried noodle lineup in step with the spread of the health trend. Companies are targeting health-conscious consumers by highlighting that, because the noodles are not fried in oil, they are lower in calories and fat than regular fried noodles. Still, the industry appears to be positioning non-fried noodles not as a "diet food," but rather as "instant noodles that feel less heavy."
According to related industry sources on the 19th, non-fried noodles are made by drying the noodles with hot air instead of frying them in oil. They typically have less fat and fewer calories than regular fried noodles. In fact, the calories in a single serving (120g) of Nongshim Shin Ramyun are around 500 kcal, while Shin Ramyun non-fried (97g) is around 350 kcal.
As the Healthy Pleasure and Wellness trends spread across the food industry, instant noodle makers are focusing on the growth potential of the non-fried market. However, the industry is drawing a line at labeling non-fried noodles as health food or diet food. That is largely because the sodium content often does not differ much from fried noodles. The sodium content of both Shin Ramyun and Shin Ramyun non-fried is around 1,790 mg. An instant noodle industry official said, "It is hard to say non-fried is healthier and fried is unhealthy," and added, "Consumers who want to reduce calorie load because the noodles are not fried tend to choose them, and there is also a steady consumer base that prefers the uniquely clean taste of non-fried noodles."
Nongshim has led the expansion of the non-fried market since launching Shin Ramyun non-fried in 2019. Shin Ramyun non-fried currently maintains average monthly sales of about 2 billion won. Since then, the company has expanded its non-fried lineup with products such as Chapagetti The Black and Baehongdong knife-cut bibim noodles, and recently released Sun Ramyun, a vegan, non-fried product previously for export, in the domestic market. Anchovy knife-cut noodles, a non-fried steady seller for Nongshim, also saw sales surge recently as a "10-minute cooking method" recipe went viral on social media (SNS).
Nongshim has consistently signaled its commitment to expanding its non-fried business. In 2007, Nongshim established the Noksan Plant, a dedicated non-fried production facility, in the Noksan Industrial Complex in Busan. Only non-fried products are produced there.
Samyang Foods is also seeking to expand the market, centering on its non-fried-based brand Tangle. Tangle is a cup pasta concept product fortified with protein and dietary fiber. Chief Executive Kim Dong-chan of Samyang Foods said at the shareholders meeting in Mar. that the company would "pioneer the global cup pasta market through the Tangle brand."
Pulmuone is pursuing a differentiation strategy by offering all of its products as non-fried. To address the drawback of non-fried noodles' lack of broth absorption, it has also applied a patented technology that forms micro-pores inside the noodles.
Harim, which entered the instant noodle market as a latecomer by launching The Miseuk artisan ramen in 2021, is also putting non-fried noodles at the forefront. Although it has a fried lineup including Cham Ramyun and The Miseuk bibim noodles, most sales come from Artisan Ramyun, which is non-fried.
The instant noodle industry expects the non-fried market to grow further and is continuing product development and investment. Still, because the essence of instant noodles is "a tasty meal," non-fried products are being positioned more as items that feel less heavy than as health foods.
An instant noodle industry official said, "There is an awareness that non-fried means healthy, but at the same time a perception that they are less tasty than fried noodles," and added, "In particular, direct expressions such as 'diet' may run afoul of the food labeling and advertising law, so we do not consider them. Instead, we tend to use methods such as highlighting calorie counts on the package." Another official said, "We expect non-fried noodles could take hold like 'zero cola' in the beverage industry."
Another official explained, "The non-fried market has been steadily growing, centered on consumers interested in health management, but consumption in the instant noodle market overall is strongly taste-driven," and added, "Rather than for dieting, demand is increasing for products that feel at least a little less heavy in daily life."