With today’s hectic lifestyles, time-saving products are increasingly in demand. Perhaps one of the significant examples is instant foods. Since 1990, there is growth rate in consumer spending at Instant Food such as instant noodles market in Myanmar. The consumer spent at instant foods grew at an annually proportion of food expenditures.
The reasons for this are speed, convenience and price of instant foods. Now, people want quick and convenient meals because they do not want to spend a lot of time preparing meals, traveling to pick up meals or waiting for meals at the restaurants. That result, consumers rely on instant food. Knowing this, instant food manufacturers and providers are coming up with new ways to market their products that save time for consumers. The significant example is booming of the instant noodle market.
Instant noodles were first marketed by Monofuku Ando, who was born in southwestern Taiwan when the island was under Japanese colonial rule. In Japan, on August 25, 1958, the first brand of instant noodle, under the brand name Chi kin Ramen was launched. In 1971, Nissin introduced the Cup Noodles, instant noodles in waterproof polystyrene cup, to which boiling water could be added to cook the noodles. A further innovation added dried vegetables to the cup, creating a complete instant soup dish.
According to Japanese poll in the year 2000, instant noodles were the most important Japanese invention of the century. As of 2008, approximately 94 billion servings of instant noodles were eaten worldwide every year. China consumes 45 billion packages of instant noodles per year-48% of the world consumption- Indonesia 14 billion; Japan 5.1 billion; per capital. South Korea consumes the greatest amount (69 million) per year. The theory was that the increase in sales of instant noodles, which are usually cheap, occurred because people could afford it.
“There is no sincerer love than the love of food.”
The food that a person eats can show the major part of his or her culture; it can be said as one of the representative of the society. So, let’s see how a country with a very strong cultural belief that was known for cultural heritage is accepting the new way of living, which often call as living fast. Eating at home remain very much built in Myanmar culture and changes in eating habits are very slow in movement with barriers to eat the instant noodles in certain sector of society.
The growth in nuclear families, particularly in urban Myanmar, exposure to global media and Western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends.
This has led us in a new market of eating “Instant Noodle”. The name itself says the meaning of “can be prepared very quickly”.
On the other hand, the rural markets offer new and greater opportunities to manufacturers of instant noodles in Myanmar with the increase in purchasing power and demand for a wide variety of products by the rural consumers. To tap the vast and expanding market, companies are developing effective marketing and strategies based on their study and understanding of rural consumer behavior. There are certainly significant differences in the buying behavior of the rural consumers from the stand point of product development, pricing policies, distribution and after sales services, which create difference in requirements for marketing strategies in rural Myanmar.