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Daisuki to conquer the instant noodle market

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After meeting success last April when it was launched in mainland France, The brand of instant noodles inspired by Japanese street food strengthens its presence on the shelves. Daisuki is launching a new range and a new original reference.

Last April, The brand with yellow and disruptive packaging came to give color to the product department of the world with five new references. Verdict : Consumers loved, And more than 520,000 households have gotten into the habit of putting them in their shopping, With a first purchase rate exceeding 24 % after nine months ! Carried by a strong popularity with families, which represent two thirds of its consumers, The brand has generated a turnover of more than 1,7 million d’euros, With the sale of nearly a million products at the end of 2024, dont 800 000 cups, representing a market share of 5 % in the Cup segment. Les adolescents, as key prescribers within homes, play a decisive role in choices of purchase of instant noodles, helping to amplify families to the brand. The reference Cup Chicken Teriyaki, sales leader within the range, is also essential in the first quartile of rotations on the cup segment. A success supported by a hard -hitting advertising campaign (classified in the top 25 according to Kantar), which has largely contributed to the brand's rise.

New references in 2025

With these results, Daisuki began 2025 with new initiatives to meet consumer expectations and strengthen its position on the market. Among these new features, A new range "Sauter noodles" makes its appearance, Yakisoba, with three flavors : Soy sauce, Curry and chicken vegetables yakitori. Noodles cooked with small pieces of vegetables, of meats and gourmet sauces, All in a 90 g format. Other novelty : in the original range, Daisuki enriches its offer with a new vegetarian reference vegetables Wafuu in cup format. She joins the already classic Teriyaki chicken, Bœut Gyondon eturry Piri Kara. Since January 1, The new references are available in E.Leclerc stores and will be deployed in the coming months in other brands.

Japan in European sauce

Daisuki is a brand of the Spanish group GB Foods, In addition, owner of Liebig and Royco soup brands. Daisuki offers instant noodles inspired by Japanese Street Food. To differentiate yourself in the competitive market for Asian noodles, Daisuki noodles are longer, Farms and thick, like in Japan, with a balanced combination of authentic ingredients and spices. GB Foods, who built a factory in southern Spain for the production of instant noodles, distributes its products under names of different brands depending on the country : Aiki in Belgium, Yatekomo in Spain, Saikebon in Italy. With Daisuki, GB Foods tackles the French market for instant noodles with the original range in the two formats of cups in portion of 60 g and more "traditional" bags of 79 g, To be prepared in three minutes with boiling water, And now with the new range "Sauter noodles" in CUP format of 90 g. The word daisuki means "I love" in Japanese.

The rapidly expanding instant noodle market

Over 110 sachets and 60 cups are sold every minute in France !

Over the past five years, The instant noodle market recorded growth of more than 50 % and growing penetration of +8 points at 32 %. This success is partly due to the growing popularity of Japanese culture. Indeed, She is much appreciated by the French : They are for example the second biggest manga consumers in the world after the Japanese themselves. It is also due to the accessibility of this category, whose unit prices vary from 0,50 € for bags at +/- 3,50 € for premium cups. Undisputed queens of the Asian market, Instant noodles are consumed today by more than one in three French household, with a turnover of € 139 million, Including € 77 million for cups and € 63 million for sachets. Contrary to popular belief, consumer side, Instant noodles mainly attract families, two -thirds of purchases and category growth. Families looking for practicality and authentic flavors. Young people, as far as they are concerned, are looking for fast and accessible options (Average basket of 3,2 €).

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