Mama noodles thrive amid economic challenges in Thailand

Instant noodles, particularly the Mama brand, continue to thrive regardless of economic conditions. Despite evolving market dynamics, the core customer base remains financially constrained due to a trap of expenses that outpace income.

This insight was shared at the THAILAND 2025: Opportunities-Hopes-Realities seminar, held yesterday, November 21, at the Queen Sirikit National Convention Center in Bangkok.

The event featured insights from Pan Phaniangwet, General Manager of Thai President Foods Public Company Limited, the manufacturer of Mama instant noodles.

Pan highlighted that the instant noodle market is still on an upward trend, although individual consumption has not increased as rapidly as it did in the past. Over the past five to ten years, the market has faced fierce competition from Korean and other international brands, which have entered the market with prices ranging between 35 and 45 baht, capturing significant market share.

However, Pan views this challenge as an opportunity, noting that the entry of these brands has broken the price barrier that kept noodles priced at 6 or 7 baht.

“We saw an opportunity in this crisis. People were unwilling to pay more for noodles but international brands broke this barrier. We had previously launched the Oriental Kitchen noodles at 13 to 14 baht, but they didn’t grow due to foreign competition.

Rebranding

“We rebranded to Mama OK, priced at 15 baht, which has become popular and holds over 10% market share because Korean noodles had already raised the price ceiling.”

Today, Mama OK is not considered an expensive product but is seen as offering quality comparable to international brands. The younger generation particularly favours it as a premium noodle that remains affordable, becoming increasingly known among people in their thirties.

Currently, Mama holds the largest market share in the instant noodle sector. Despite being a tough industry with limited players, low profits, and challenging cost management, Mama has managed to maintain profitability through effective cost control—a key strength in their business strategy. Pan expressed confidence in the brand’s resilience, regardless of economic fluctuations.

“Are we afraid that if the economy improves, people will stop buying Mama? Not at all. No matter how good the economy gets, our core customers don’t become wealthier because they are caught in a spending trap. Right now, no matter how much income people have, it’s never enough due to existing expenses.

“The more income increases, the more debt follows. We hope the government improves the economy and also promotes financial literacy and savings.”

Mama’s success is attributed to its strategic rebranding and market positioning amidst international competition, ensuring continued relevance and appeal to both existing and new consumers. The company’s ability to adapt and innovate in response to market challenges underscores its stronghold in the instant noodle sector, reported KhaoSod.