Competition for Extreme Spiciness Cools Down
Demand Concentrates on Top Brands Like Buldak and Yeolramyeon
Key Focus Shifts from "How Spicy?" to "How Diverse?"
The spicy instant noodle market, which has grown by tapping into Koreans' pride in their tolerance for heat, has recently entered a phase of moderation. The era when ultra-spicy new products competed based on Scoville scores and drove the market is coming to an end, and a new phase of "lineup competition" is emerging, centered around a few dominant brands.
According to a purchasing trend analysis by market research firm Embrain Deep Data on January 17, the estimated purchase amount for spicy instant noodles sold through major distribution channels over the past year, as of November last year, was 176.6 billion won, a slight decrease from 187 billion won in the same period the previous year. As external growth slows, the spicy instant noodle market appears to be shifting from quantitative expansion to a stage of qualitative restructuring.
Spicy Instant Noodles: From Many Competitors to a Structure Dominated by Four Leading Brands
The most notable change in this adjustment phase is the increasing concentration of demand on a few brands. Over the past year, Samyang Foods' Buldak Bokkeummyeon accounted for 34.9% of estimated purchase share, ranking first, followed by Ottogi Yeolramyeon (33.1%), Samyang Foods MaepTaeng (10.7%), and Paldo Teumsae Ramyeon (10.5%). These top four brands now make up about 90% of the entire market.
This demonstrates that the spicy instant noodle market has entered a typical category maturity stage, with consumer fatigue accumulating after a period of numerous new product launches, followed by a convergence toward proven brands. As the single metric of the "Scoville score," which quantifies chili heat by capsaicin concentration, is no longer enough to sway consumers, brand trust and accumulated experience have become decisive factors in purchasing decisions.
Buldak, Yeolramyeon, MaepTaeng, Teumsae: Brand Strategies Diverge Based on the Character of Spiciness
The top brands share a common trait: rather than simply being spicy, each has established a distinct identity for its spiciness. Buldak Bokkeummyeon has cemented a unique position as a "stir-fried spicy noodle," with its estimated purchase amount rising by 4.8% year-on-year. In particular, the brand's recognition in global markets, combined with strong domestic loyalty, has allowed it to continue growing even as the overall market slows.
Yeolramyeon, as the leading spicy soup noodle, has maintained a stable market share by expanding its lineup with variations such as "Mayeolramyeon" and "The Hot Yeolramyeon." Additionally, recipe-based consumer content, including "Soft Tofu Yeolramyeon," has spread through social networking services (SNS), evolving the product into a broader consumption experience.
MaepTaeng has emerged as a rising force by offering a wide spectrum of spicy soup noodles. Its approach of "choosing your preferred level of spiciness," rather than focusing on extreme heat, aligns with the diversification of consumer tastes. Teumsae Ramyeon, boasting a fiery heat of up to 10,000 SHU, continues to appeal to spicy food enthusiasts. Rather than pursuing mass-market expansion, it maintains its identity as the "ultimate spicy noodle," securing a stable niche market.
From Scoville Competition to Lineup Competition: The Next Phase for Spicy Instant Noodles
The axis of competition in the spicy instant noodle market is shifting from "who is spicier" to "how many different spicy options a single brand can provide." Consumers are no longer seeking ever more extreme stimulation; instead, they are choosing their preferred level of spiciness from familiar brands, indicating a shift in consumption patterns.
This signals a transition from "challenge-based consumption" to "everyday consumption." As spicy instant noodles become a regular meal option rather than an occasional novelty, product structures are also evolving from a focus on single blockbuster products to brand portfolio strategies. The future success of spicy instant noodles will depend not on greater intensity, but on offering a broader and deeper brand spectrum.
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