Income, time drive consumption of instant noodles
It was drizzling one evening as Kenneth Mbachu, a banker hurriedly alighted from the bus and made a brief stopover in front of a makeshift shop. He was returning from work after a long day and to say he was famished was an understatement, having combed the streets of Lagos trying to woo customers to open an account with his bank.
Standing inside the makeshift shop was a middle-aged man who was busy preparing noodles for a customer. Neatly displayed on the shop’s slab for all customers to see are tins of sardines, Geisha, corned beef and not forgetting, cartons of instant noodles. Beside the shop is a long wooden bench reserved strictly for customers but today was not a good day for any to sit because of the light showers.
Kenneth greeted the man in a manner that suggests he was no stranger and said, “as usual but, please add enough pepper because of the weather” Fifteen minutes later, his meal was ready and he boarded a tricycle home.
According to Kenneth, this was gradually becoming a tradition for him due to the present economic situation and tight work schedule which takes him out very early and bring him back home pretty late, leaving him with little time for culinary activities.
“Everything is expensive in the country these days. Eating a good meal is now a big deal but with N200 or less, I can have a meal of my favourite instant noodles,” Kenneth said.
The general level in the economy which has reduced disposable income of Nigerians have made them to embrace instant noodles because it is cheaper to buy and easier to cook. For people who reside in cities like Lagos, Port Harcourt and Abuja, time is also a major factor for consuming noodles due to their tight work schedule which takes them out very early and brings back home pretty late leaving them with little them for cooking.
The Nigerian noodles industry has witnessed an unprecedented growth in recent times and this is largely due to consumers’ increased demand for noodles which is now a major menu for millions of Nigerians.
According to World Instant Noodles Association, WINA, Nigeria is ranked 12th largest consumer of instant noodles in the world with estimated annual demand of 1.79billion packets of noodles. Reports also put the number of Nigerians that consume noodles at 14million. This is nearly 10percent of the population of Nigeria.
The noodles business has also produced employment for people as many who ventured into the business of preparing noodles are smiling widely to the bank. These sellers comprising more of men than women are common sights around streets in big cities. More makeshift shops for cooked noodles sales are fast springing up to cater for the growing noodles customers’.
“I make at least N30, 000 on a daily basis but if business is dull, I make a little less. It’s a good business and a lot of customers compared to my previous business. I get more customers these days and business has been booming”, says a woman who sells cooked noodles under Ojuelegba Bridge.
Currently we have more than twelve brands of noodles competing for market share in the sector. Some of the brands include; Dufil Prima’s Indomie noodles, Chikki Foods Limited’s Chikki noodles, May & Baker’s Mimee noodles, Honeywell Flour Mill Nigeria’s Honeywell noodles, Golden penny noodles and Dangote. Other brands of noodles are Cherie, Tummy tummy, Smoodles, Star, Uno, Sun yum, Mc Chew and Chefmie among others.
“Most companies engage in aggressive marketing of brands through advertisement, promotional sales, introduction of new flavours, brand repackaging, and strong distribution efforts. Newer brands continue to enter the market including now regional or small local brands, indicating that there is a possibility that given the strong sales, there is scope for many more brands in the market”, Euromonitor reports.
Recently, Dufil Prima added two new product sizes to its wide range of products to meet the demands of its teeming customers.
“The new offering became a necessity as consumer research showed a growing affinity for the Onion chicken flavour variant among many adults, hence, a desire to have it in a bigger and more mouth filling size, and as a consumer responsive brand, we had to attend swiftly to the consumer’s bid,” Amber Yadav, Brand Manager, Indomie
Studies show that instant noodles have no nutritional value and lack essential minerals but lovers of noodles have found a way to make this meal highly nourishing.
A survey carried out by BusinessDay on noodles consumers’ revealed that their buying behaviour is guided by cost, time and the ease with which the noodles meal is prepared.
“I love noodles and the fact that it can be made so quickly makes me love it even more”, Olawale Olumuyiwa, a consultant in Port Harcourt, adding, “My noodles is not complete without lots of shrimps, other sea foods and sardine”
Ijeoma Agbeze, a medical doctor in Uyo is a huge fan of noodles.
“Noodles works fine for me because of the cost and unique taste in comparison with other pasta like spaghetti and macaroni. It’s also easier and quicker to prepare. To enhance the taste of my noodles; I add lots of pepper, onion, groundnut oil and carrot. Not forgetting sardine, fresh tomatoes and green peas when I have enough money”, she said.
Philip Mebo, a banker eats lots of instant noodles because of the nature of his job.
“I take noodles a lot because it’s faster to cook but sometimes I unconsciously consider the cost. My noodles are always garnished with eggs and carrots, it gives it a different but unique taste”, he said.
“It’s very accessible, faster to cook and comes in varieties. I prepare my noodles with chicken, veggies and pepper”, Nkechi Okoye, another banker in Lagos said.
Gloria Ime said, “The easier manner in which it’s prepared is why I and quicker to prepare for my kids. I just add eggs and sometimes little pepper because the noodles spice nice”
“It’s handy and costs little. I add raw egg, carrot, scent leaf, green pepper and onions in their noodles”, Nwanyinaya Agbugba who resides in Owerri said.
Edozie Umejih, a resident in Lagos state said, “I go for noodles principally because of the relative short time required to prepare it compared to other meals. I add ingredients depending on the time I have”
“It’s cheap because with as little as N60, I’m sure of a meal of noodles. It’s easier for a bachelor like me to prepare. I add onion and egg to mine if there I have money,” said Cyril Adekoya, another resident in Lagos.
Obinna Ezugwu said, “Noodles saves me time especially in the mornings and easier for a bachelor like me to prepare. I use eggs, onions, little pepper and leaf sometimes to cook my noodles”
Tagged ‘unhealthy junk’, noodles has been linked to various diseases such as kidney damage, heart diseases, stroke and hypertension because of its high sodium content. Rather than avoid this meal, consumers of noodles have devised means of making it less hazardous and tasty at the same time.
“I always parboil my noodles, discard the water and cook with less than the spices. I add lots of vegetables, corned beef and onions to enhance the taste of the noodles”, Olubukola Bridget said.
Presently, the price a 70 gram carton of noodles at retail stores in the Nigeria is between N1, 800 to N2, 100 depending on the brand as against between N1, 500 to N1, 750 sold three months ago. Even with over 18 percent increase in the price of noodles, consumers’ of noodles say they will always remain loyal.
CHINWE AGBEZE