The Grocer : NoodlesResearch on behalf of The Grocer 2018

Lucia JulianoHead of CPG & Retail Research

+44 (0) 161 242 1371ljuliano@harrisinteractive.co.uk

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Frequency of eating noodles on the goJust over half (53%) eat noodles on the go, with around 1 in 10 (13%) eating them weekly or more often. Men, in particular, are more likely to eat noodles on the go once a week or more often.

2Q1. How often do you eat noodles on the go (i.e. any ‘just add water’ noodles that can be eaten on the move,

often coming in a pot, box or bowl format)? Weighted Base: All respondents – 2,090

47%

22%

10%8%7%

4%2%

NeverLess thanonce amonth

Once amonth

Once afortnight

Once aweek

2-3 times aweek

4+ times aweek

Eat noodles on the go weekly or more often: 13% Men

are significantly more likely to eat noodles on the go weekly or more often (17%) compared to women (9%).

Eat noodles on the go: 53%

55+ year olds are significantly more likely than any other age group to say that they never eat noodles on the go (76%).

Reasons for purchasing noodles on the goNoodles on the go are most likely to be purchased for convenience, followed by taste, affordability and ease of preparation. Fewer than 1 in 10 (6%) purchase noodles on the go for their nutritional value, however men are more likely than women to purchase noodles for this reason.

3Q2. Why do you buy noodles on the go? Please select all that apply. Weighted Base: All respondents who eat noodles on the go – 1,106

56%

36%

32%

30%

20%

18%

16%

13%

6%

1%

Convenience

I like the taste

It's an affordable meal/snack

It's not time consuming to make

As a snack for in between meals

I like having something warm to eat on the go

As a treat

Low in calories/fat

Nutritional value

Other reason

Menare significantly more likely to eat noodles on the go for their nutritional value (8%) than women (3%).

45-54 (68%) and 55+ (70%) are significantly more likely than the other age groups to purchase noodles on the go for convenience.

Times when noodles on the go are eatenNoodles on the go are most likely to be eaten as lunch (58%) or as an afternoon snack (32%).

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As a morning snack

Q3. When do you eat noodles on the go? Please select all that apply. Weighted Base: All respondents who eat noodles on the go – 1,106

As breakfast

Morning

12%

5%

35-44 year olds are significantly more likely than 25-34s and over 45s to eat noodles on the go for lunch (67%)

Womenare significantly more likely than men to eat noodles on the go for dinner (21% vs. 15%).

Afternoon

As an afternoon snack

As lunch

32%

58%

Evening

As an evening snack

As dinner

18%

17%

Most important factors when selecting noodles on the goTaste (71%) is the most important factor when it comes to selecting noodles, followed by price (62%). Being organic (7%) and gluten-free (4%) are not particularly influential factors in the selection process.

5Q4. When selecting noodles on the go, which three factors are most important to you?

Weighted Base: All respondents who eat noodles on the go – 1,106

71%Taste

62%Price

33%Authentic flavour

31%Brand you know

22%Calories

15%Nutritional value

10%Trying something

new

7% Organic

4% Gluten-free

3%None of these

Taste is a particularly important factor for those aged 35-44 (72%), 45-54 (81%) and 55+ (79%).

Womenare significantly more likely than men to perceive the familiarity of the brand to be important (34% vs. 28%).

Menare significantly more likely than women perceive nutritional value (17%) and organic (9%) to be important factors.

Perceptions of noodles to go productsNoodles to go products are most likely to be perceived as cheap and cheerful (63%); particularly by women. Men and those aged 25-34 are more likely to see these products as exciting and innovative.

6Q5. Which of the following best describes how you see the noodles to go products currently on the market?

Weighted Base: All respondents who eat noodles on the go – 1,106

63% Cheap and cheerful

24% Exciting and innovative

9% Dull and uninspiring

5% None of these

Womenare significantly more likely than men to see noodles to go products as cheap and cheerful (66% vs. 59%).

Menare significantly more likely than women to see these products as exciting an innovative (26%). 25-34 year olds (34%) are significantly more likely than any other age group to say the same.

Level of improvement for on the go noodlesMore than two-fifths (43%) of those who eat noodle to go products perceive the range and quality of these products to have improved. Those aged 45+ are notably more likely to hold this view. However, a similar number (41%) perceive the range to be the same as it has always been.

7Q6. Thinking about noodles to go products on the market, which of the following statements do you agree with most?

Weighted Base: All respondents who eat noodles on the go – 1,106

4% 12% 41% 38% 6%

Improved: 43%

Worsened: 16%

has vastly worsened has worsened somewhat is the same as it's always been has somewhat improved has vastly improved

Those aged 45-54 (55%) and 55+ (53%) are significantly more likely than other age groups to perceive the range and quality of noodle to go products as having improved.

Paying a premiumAround two-thirds (64%) would be willing to pay a premium for noodles on the go products. Of those that would be willing to pay a premium, the majority would pay up to 50p more.

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Q7. Would you be willing to pay more for a premium or higher quality noodles on the go product? Weighted Base: All respondents who eat noodles on the go – 1,106

Q8. How much more would you be willing to pay for a more premium noodles on the go product? Base: All respondents who eat noodles on the go and would be willing to pay a premium – 703

Willingness to pay for a premium on the go noodle product

64%

(of those who are willing to pay) additional amount more willing to pay

7%

38% 35%

14%6%

Less than 10p more 10-29p more 30-49p more 50-79p more 80p or more

Less than 50p more: 80% 55+ year olds are more likely to be willing to pay less than 50p more for a premium noodle

Justification for paying more for noodles on the goThose who eat noodles on the go would be willing to pay more for better tasting products (51%) and higher quality ingredients (45%).

9Q9. Which of the below, if any, would justify you paying more for noodles on the go?

Weighted Base: All respondents who eat noodles on the go – 1,106

51%

45%

33%

31%

22%

20%

8%

12%

Better tasting products

Higher quality ingredients

More of an authentic flavour

Better nutritional value

Lower calories

Added protein

Gluten-free

None of the above

Womenare significantly more likely than men to say that better tasting products (54%), better nutritional value (36%) and lower calories (25%) would justify them paying more.

Menare significantly more likely than women to say that added protein (24%) and gluten-free (10%) would justify them paying more for noodles on the go.

Noodle brands triedPot Noodle (76%) is the brand that the majority have tried, followed someway behind by Mug shot (47%).

10Q10. Have you tried any of the following noodles on the go brands? Please select all that apply.

Weighted Base: All respondents who eat noodles on the go – 1,106

76%

47%

25%

25%

18%

13%

10%

8%

6%

5%

4%

Pot Noodle

Mug shot

Naked Noodle

Batchelors Deli Noodles

Itsu

Kabuto

Slimfast

Nissin Soba

Mr Lees

Tanpop

None of the above

Womenare significantly more likely than men to have tried Mug shot (55%)

Menare significantly more likely than women to have tried Mr Lees (8%) and Tanpop (7%)

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• Just over half (53%) eat noodles on the go, and the key reasons for purchase are for convenience, taste, affordability and ease of preparation. When it comes to selecting a noodles on the go product, the most important factor for consumers is taste (71%), followed by price(62%).

• 43% of those who eat noodles to go agree that the range and quality of noodle products on the market has improved, however four in ten (41%) agree that the range and quality is the same as it has always been, suggesting that many consumers may not be aware that more innovativenoodle products are available in the market. Less than one quarter (24%) would describe the current noodles to go products as exciting and innovative – the majority describe them as cheap and cheerful (63%).

• Whilst new brands and products are being launched with more premium, healthier offerings, consumers remain loyal to the longstanding favourites; Pot Noodle (76%) and Mug Shot (47%) are the most commonly tried noodles products.

• However, almost two thirds (64%) of consumers who eat noodles would be willing to pay more for a premium or higher quality noodles on the go product, suggesting that there is demand for higher quality products. However, these products need to ensure they stand out over the current ‘go-to’ products.

• Those who eat noodles on the go say that better tasting products (51%) and higher quality ingredients (45%) would justify them paying more, therefore noodles brands should be focusing on these key factors if they want to drive purchase of more premium noodles products.

Key Take Outs…

AppendixApproach & Demographics

Approach and Panel

We conducted an online omnibus survey with 2,090 adults aged 18+ across England, Scotland, and Wales between 30th April – 4th May 2018.

The survey took place using our sister-company toluna.com online panel which consists of members of the general public who have opted in and voluntarily agreed to participate in online research studies.

• Through careful recruitment and management, we are able to rapidly survey large numbers of the general population and accurately represent the views of the nation.

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Omnibus AudienceA representative Sample

The results of the study were weighted to best reflect the size and shape of the population of the UK

This means that the results in this report reflect an audience that is as true as possible of the GB population with the same age, gender and regional profile. The audience profile is detailed below.

49% 51%

12%

17%

19%17%

35%

18 - 2425 - 3435 - 4445 - 5455+

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Gender Age Region

9%

4%12%

9%

16%5% 9%

13%14%9%

Social Grade

29% 25% 18% 28%

AB C1 C2 DE

For further information about this study, please contact:

Umair Afridi | Business Development Manager| uafridi@harrisinteractive.co.uk07817 079766| 020 8832 1642