Instant noodles steaming back to life

Xue said that the pace of life quickening, people are becoming increasingly reluctant to cook. Moreover, due to an increase in the number of those who are single, more consumers are looking for 'food for one'.

"Instant noodles cater to consumers' demand for speed and convenience and are just right for one person," he said, adding that the potential for the market is huge.

Ma, from Roland Berger, said the market has become increasingly diversified. On the one hand, there is a large group of people who need to eat conveniently and cheaply, but on the other, some middle-income or young consumers require healthy products with a better taste.

"It is less likely that single-flavor products will cater to all consumers across China," he said. "To retain business, it is critical for instant noodles makers to continue innovating and upgrading their products, whether they be noodles, toppings, soups, the method of production, or design of the bowls and cups."

He added that nearly 60 percent of the sales among several major domestic brands now come from medium and high-end products, but they will have to continue innovating to expand.

"There is great potential for them in making products with flavors tailored specifically for different regions and groups of consumers," Ma said.