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Instant Noodles Taste Test Study
Background of the Instant Noodles Taste Test Study
Our client is a major global food company with a presence in many countries, which includes instant noodles.
Research Objectives
The research aims to explore the taste preferences and behavioural changes of Chinese immigrants towards Braised/ Roasted Beef flavoured instant noodles after their relocation to Singapore. The research will also identify strategies for targeting this group in Singapore by analysing their unique consumption behaviours and preferences.
Approach
Our approach involves conducting 90 minutes focus group discussions at a central location to gather in-depth insights. The focus groups also include taste testing and packaging testing.
The respondents included Chinese immigrants and citizens residing in Singapore who have consumed Braised/Roasted Beef flavoured instant noodles. Participants had different residential status, including: First-generation (Chinese immigrants who have permanently resided in Singapore), Second-generation (children of first-generation Chinese immigrants), and Singapore Citizens (local Singaporeans of Chinese descent).
For the Taste Test, participants sampled a small portion of the Braised/Roasted Beef flavoured instant noodles from two competitor brands and our client’s brand. They then provided direct feedback on flavour profiles, texture, and overall enjoyment.
For Packaging Testing, participants were shown images of the same brands’ packaging. They assessed elements such as visual appeal, information clarity, and convenience.
Findings of the Instant Noodles Taste Test Study
All the respondents regularly consume instant noodles, where these noodles are seen as a comfort food, often purchased from retail shops. Current life stages and immigration statuses significantly influence buying habits and openness to new flavours.
Our client’s instant noodles were generally appealing. However, it failed to deliver on expected taste accuracy, unlike competitor brands. A major hurdle is the client’s established identity, where a flavour like Braised/Roasted Beef creates an identity clash with its current identity. This results in a reduced credibility and confusion towards the brand. Additionally, the pictures on the package are not clear, disappointing consumers who expect genuine and complex tastes from a brand they are familiar with.
Application
With the findings, our client was able to understand the sentiments towards their new product, and which key aspects to improve on before launching the product into the market. This would then drive sales and market share for their brand through higher customer satisfaction and brand credibility.
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