Instant Food Packaging: MarketGenics Conducts Pack Evaluation Study for Leading Japanese Noodles Brand

In order to stay competitive in the instant food space, one of India’s leading players, headquartered in Mumbai, collaborated with MarketGenics to undertake an in-depth Pack Evaluation Study for their renowned Korean Noodles. With a strong presence in the Indian market, particularly among young people and admirers of Korean food, the company sought to innovate with new packaging concepts to better appeal to its target audience.

Packaging has a significant impact on customer behavior, particularly in a product like instant noodles, where shelf impact and emotional connection can drive preference. The research purpose was to compare customer responses to two new packaging designs in response to old design pack and determine which pack best resonated with the target population.

Target Audience & Methodology

• Age Group: 18-25 years

• Socioeconomic Class: SEC A1, A2

• Gender: Male and Female

• Location: Bangalore, Delhi, Mumbai

• Profile: Regular consumers of Korean (Veg) noodles, adventurous eaters, and fans of foreign cuisines

To gain in-depth perspectives, 60 semi-structured online interviews were done (30 in each city). Each session allowed for both open-ended comments and structured responses to assist measure customer emotions.

What Was Tested?

Three packaging options were presented:

1. The original packaging (current design in the market)

2. Two new pack designs, each with a fresh visual appeal and thematic variety, while keeping brand features intact.

Respondents were asked to assess the pack designs across various parameters:

• Most Attractive Element on the Pack

• Likes and Dislikes

• Brand Name Recall

• Presence of Korean Packaging Elements

• Perceived Spiciness from Pack Design

• Premium Appeal

• Pack Food Shot Appeal

• Overall Pack Appeal

• Pack Ranking (1st to 3rd)

• Opinion on the “Demae Boy” featured on the packaging

The Way Forward

Based on consumer preferences, the findings of this study will assist the client in deciding whether to keep the current packaging or switch to a new design for  Korean Noodles. With the ever-changing palates of young Indian customers, particularly in the urban sector, the appropriate packaging might provide the brand the edge it needs to maintain its leadership in the Korean noodle space.

MarketGenics does qualitative and quantitative research for brands seeking real-time customer insights in urban and growing countries. We help brands make data-driven decisions that are in line with market reality, drawing on our extensive experience in FMCG and food research.