Instant noodles were invented in Japan in the 1950s, and flourished in China during the 1980s. They have long been a Chinese convenience due to their taste and price. But as people's standards of living continue to improve, and with rapidly developing food delivery services, it seems the instant noodle market has entered its "middle-age" crisis.

In 2013, the World Instant Noodle Association revealed that there were 1,465 packets of instant noodles opened every second in China.

However, there was a near 17% drop of sales in the county in 2016.

Instant noodles are turning 60 years old this year. They used to be Chinese consumers' most popular convenience food, but things have changed.  

Nowadays, Chinese consumers are upping their expectations, and are more interested in pursuing a healthy lifestyle than just filling their bellies.

According to Zhao Ping of the Academy of China Council for the Promotion of International Trade, the most important thing is that the innovation of the instant noodle industry has fallen far behind the demand. With people becoming richer and richer, people would like to eat fresh and nutritious and healthy food. But instant noodles can just give people convenience. If people would like to eat some meat and vegetables, people can’t eat some fibres.

As the booming industry of food delivery apps grows, you can order any food you want to your home, office or wherever you happen to be. Although menus might be more expensive than a pot of instant noodles, these meals are arguably more tasty.

But apart from its convenience, it seems instant noodles are lagging in catching up the changing food marketplace.

One of the consumers says, "I am going to visit the UK next week, so I came to buy some noodles, just in case I am not used to the food there. And I will especially choose this package rather than the bowl's. Because those plastic bowl might contain something unhealthy."

China has always been the largest market for instant noodles.

But with rising health consciousness and increased popularity of take-out food, the decline in demand for instant noodles has been triggered.

Although there are many companies trying to be creative, making instant rice and instant hotpot...will these instant products really turn the table?