Asian noodle dishes "the next frontier" for culinary adventure

As the foodie subculture and the popularity of cooking-themed television shows demonstrate, a sizable minority of American consumers place significant weight on culinary variety, suggesting a ready appetite for emerging food trends. For restaurants and food retailers, there is latitude to push the culinary envelope further as part of strategies that incent trial and enhance product and brand engagement. According to "Asian Noodles: U.S. Market Trends and Opportunities," a December 2015 report from the Packaged Facts division of Rockville, Md.-based MarketResearch.com, Asian noodle dishes are the perfect vehicle to encourage consumers to try new things and explore variety. Product developers have the opportunity to take an authentic approach to this type of culinary innovation — instead of focusing on budget-friendly ramen noodle varieties. 

Asian noodle dishes at restaurants are often the first exposure many Americans have to this cuisine, Packaged Facts noted. But preparing an authentic Asian noodle dish at home requires a fair amount of culinary expertise and noodle knowledge. To a large degree, this is why Asian noodle dish consumption skews towards restaurant preparation. Many American consumers, therefore, often prefer to eat out because they aren’t as familiar or confident with the ingredients and preparations to make an authentic Asian dish at home.

Despite the market’s reliance on foodservice as an entry point, gaining traction among culinary "DIYers," those who avoid eating out for dietary or budgetary reasons, and others who simply prefer home-cooked meals isn’t impossible, Packaged Facts noted. Part of the problem is that there are a dizzying number of Asian noodles available, yet few are accessible in mainstream grocers. Product marketers need to increase in-store marketing efforts to expand offerings in the ethnic aisle. Along with product expansion, marketing efforts should include samplings and in-store demos designed to demystify the idea that preparing an Asian noodle dish requires extensive culinary know-how. Likewise, marketers should also consider offering sample recipes that focus on quick preparation and keep flavors interesting but not too complex.

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