In the vibrant streets of Muhsin, a bustling suburb of Lagos, a young woman named Remilekun Oguntoye eagerly awaits her usual order: two packs of noodles with a fried egg and some fish. As Oguntoye herself puts it, she can eat these noodles up to five days a week. Sounds like a lot, right? Well, it turns out that those two 70g packets of noodles she eats in one sitting contain a whopping 2,352mg of sodium – that’s 118% of the World Health Organization’s recommended daily intake.
The demand for instant noodles is skyrocketing, and it’s not hard to understand the allure. Whether it’s their affordable price, addictive taste, or sheer convenience, people from all corners of the globe just can’t seem to get enough of this quick and easy meal.
While instant noodles are not a traditional dietary staple in many parts of the world, they have become increasingly popular in developing countries like Africa, South America, and parts of Asia. With their high levels of salt and links to non-communicable diseases, concerns have been raised about the health implications of consuming these noodles regularly. But thanks to lax regulations around labelling, many consumers remain unaware of these risks.
The appeal of instant noodles is undeniable. During times of crisis, like the recent Covid-19 pandemic and cost-of-living crisis, their affordability and convenience have made them an attractive choice for many. The rise in demand for instant noodles has been particularly notable in Nigeria, where between 2018 and 2022, the consumption of instant noodles jumped by a staggering 53%. Similarly, countries like Kenya, Colombia, and Egypt have also seen significant increases in demand for these convenient meals.
One of the main factors contributing to the widespread appeal of instant noodles is their taste, which is often enhanced by the high levels of salt in the seasoning sachets. A 2017 study found that instant noodles in middle-income countries contain notably higher salt content than those in high-income countries. This addictive combination of taste and convenience has fueled the rapid growth of the instant noodle market.
While the market in Nigeria is dominated by the Indonesian brand Indomie, other countries have their own preferred brands, like Maggi in India. Despite facing challenges in capturing the Nigerian market, Maggi noodles have remained a staple in India. Advertisements for Maggi noodles often target children and use emotional appeals, combining with the addictive nature of salt to lure young consumers.
The appeal of instant noodles is not just limited to developing countries. In places like the United States, college students can often be seen enjoying a quick bowl of noodles while on the go. And in countries like China, Asia, and Africa, the consumption of instant noodles is on the rise – which is a cause for concern given the unhealthy nature of these ultra-processed foods.
Ultimately, as the popularity of instant noodles continues to soar, questions about the associated health risks remain. With weak regulations and clever marketing tactics, it’s clear that the allure of these quick and easy meals is hard to resist for consumers around the world.
