In 2025, on average every 4-5 days, Vietnamese people will consume a serving of instant noodles – the highest frequency in the world.
According to the World Instant Noodles Association (WINA), demand for instant noodles in Vietnam increases by 1.2% in 2025, marking the second consecutive year of growth after a period of decline in 2022 and 2023.
With more than 8.2 billion servings, Vietnam is behind China and Hong Kong with 43.3 billion servings, Indonesia 14.5 billion and India 9.6 billion. However, if calculated per capita, Vietnam leads the world with 81 servings per person per year. Accordingly, on average every 4-5 days, Vietnamese people eat one meal of instant noodles.
In 2021, Vietnamese people will consume nearly 8.6 billion servings, then decrease to nearly 8.5 billion servings in 2022 and 8.1 billion servings in 2023. In 2024, demand will increase again to 8.1 billion servings. This shows that noodle consumption is recovering after a period of decline, instead of increasing continuously over time.
In a market of more than 8 billion servings, competition between businesses is also becoming more differentiated. According to Euromonitorin 2024 Acecook leads the Vietnamese instant noodle market with 34.3% market share by retail value, followed by Masan Consumer 23.1%, Uniben 7.6% and Asia Foods 6.1%. In 2025, Acecook still holds the leading position, while Masan Consumer ranks second and continues to gain more market share from competitors..
Every few days Vietnamese people eat a bowl of noodles. Image: Thi Ha
This competition takes place in a context where consumers have more choices in price and product format. Affordable noodles still play a big role thanks to their low prices, while mid- and high-end lines expand with cup noodles, bowl noodles, products that are not fried or have added ingredients, with prices that can be many times higher.
Globally, demand for instant noodles in 2025 will reach 124.21 billion servings, an increase of 0.7% over the previous year. Asia continued to be the largest consuming region and contributed significantly to overall growth, while Europe was the only region to record a decrease in demand.