Direct Translation via Google Translate. Edited.
by Daniil Moskovsky
[REGNUM] The modern rhythm of life dictates its own rules, and this is especially noticeable in what we eat and how we buy food.
While a trip to the store recently meant buying ingredients to prepare home-cooked meals, today shoppers are increasingly choosing ready-to-eat food, from Asian instant noodles to full meals from the culinary departments of supermarkets.
But this shift reflects not only a desire to save time, but also deeper cultural processes.
EASTERN WAVE
South Korean noodles are experiencing a real boom in popularity: in July of this year, our country purchased ramen and other types of Asian noodles for a record 5 million dollars - this is one and a half times more than the month before.
The word 'dollars' is translated.
And since the beginning of 2025, Russian companies have imported 5.7 thousand tons of Korean noodles, spending 25 million dollars on this. This is almost twice as much as in the same period last year.
"This is more a reflection of the trend towards Asian culture and convenience than a real nutritional need, " nutritionist Lyubov Frenkel comments on the situation in an interview with IA Regnum. "The increase in consumption itself is not a disaster if noodles are used occasionally, once or twice a month at most. But when it becomes a permanent element of the diet, this is already an alarm bell."
The phenomenon is explained not only by the convenience of preparation, but also by the variety of flavors offered by Korean manufacturers. From spicy ramen with kimchi to tender noodles with seafood, the range can satisfy a wide range of preferences. Young people have especially appreciated this product due to the popularity of Korean culture and dramas, where the characters often eat exactly these noodles.
In an interview with IA Regnum, food behavior specialist Alina Meyer notes the influence of social networks: “Bright advertisements, discounts, and bonuses really distract from our true desires and needs. You go to order one thing, and then an advertisement hits you in your hungry state — and everything is like a fog. The more we see something on the Internet, the more socially acceptable it becomes.”
However, experts urge not to get carried away. One serving can contain up to 80-100% of the daily salt requirement. Frenkel advises to minimize harm by adding boiled egg, chicken, broccoli or spinach to noodles, and to avoid dry seasoning completely or use a maximum of half a packet.
At the same time, she debunks the myth that Asian noodles are healthier than Russian brands - if the ingredients are the same oils and additives, it’s the same story, just with a different logo.
Interestingly, Asian branding creates a sense of “authenticity” and premiumness. “Many people are embarrassed to eat regular Doshirak, but are proud of Korean ramen, ” notes Meyer. “Although in essence, these are the same products. It’s just that Korean noodles are perceived as belonging to a trendy culture, to that very culture of doramas.”
RETHINKING BREAKFAST
The changes concern not only dinners and snacks, but also the very first meal of the day – breakfast. Some scientists have made interesting observations. Dr. Rachel Woods from the University of Lincoln suggests reconsidering the traditional approach. In her opinion, the ideal breakfast should consist mainly of plant foods – mushrooms, tomatoes, beans and fresh fruit.
But Oxford mathematician Tom Crawford went even further and came up with a formula for the ideal breakfast. According to his calculations, the optimal time for a morning meal is 8:17, and you should start with hot dishes.
| Goodness. Someone is overthinking the thing. |
Nutritionist Frenkel treats such precise calculations with humor - in her opinion, time itself is not critical, the main thing is to have breakfast within 1-2 hours after waking up.
As for a plant-based breakfast instead of the usual sausages, this is quite realistic for Russia as well. Oatmeal, buckwheat, vegetable sandwiches with hummus can be used.
How to organize breakfast properly if you find yourself in front of a hotel buffet? Frenkel offers a simple formula: first look at the entire selection, start with vegetables and protein, take small portions, avoid sauces and fried foods. And, of course, avoid excess sugar and oil.
NEW CANTEENS
If previously prepared food was associated with a rare snack, now it is becoming part of everyday life.
According to analysts, in 2024 the ready-made meals market in Russia reached a record 5.8 trillion rubles, and by the end of this year the share of ready-made meals in the total turnover of food products will be 4.5%.
Every twentieth Russian buys ready-made food daily, and more than a quarter do it weekly. It can be said that the production of ready-made food has become an entire industry.
To make the process even more convenient, supermarkets are equipping food areas with microwaves. And how can you not be tempted to buy? No hassle: buy, eat and go about your business.
"Zoomers are choosing ready-made food en masse - simply because they are the first generation that can do so. They are simply taking advantage of an opportunity that our parents did not have," explains Asya Svetlova, founder of the project "Food, I am stronger than you," in an interview with IA Regnum.
She notes that the myth of cooking as a traditional act of care appeared relatively recently. For grandmothers, cooking was an act of survival, not culinary creativity. Today, there are dozens of dishes on the shelves: from Olivier salad and cutlets to trendy poke bowls and rolls.
Frankel thinks poke bowls are a conceptually good idea and a step toward mindful eating, but warns that they can be overloaded with sugary sauces and pseudo-healthy foods.
When choosing ready-made meals, she advises paying attention to the short list of ingredients and the expiration date - the longer it is, the more preservatives. Red flags: mayonnaise, margarine, sugar in unsweetened dishes.
FOREVER OR TEMPORARILY?
The rise in popularity of ready-to-eat food is largely due to lifestyle. The main buyer is a young man living alone. "I don't need a pot of borscht, I need one serving," is how Svetlova describes the typical logic. It is also a refusal to wash dishes - it is easier to throw away the box after eating.
Alina Meyer believes that the food identity of generations is determined by living conditions. Grandmothers grew up in shortages, while the younger generation grew up in abundance.
At the same time, she notes that the transition to ready-made food is greatly exaggerated - serious financial resources are needed for constant food in public catering. In addition, food still remains a way to express care and love, and the way to the heart is through the stomach has not disappeared.
Frenkel warns of the long-term consequences of constantly eating ready-made food: micronutrient deficiency, risk of obesity and diabetes. But 2-3 times a week is acceptable with an overall nutritional balance.
"Young people satisfy the demand for novelty in food," adds Asya Svetlova. "At this age, there is little demand for stability. And given their limited cooking skills, in order to get novelty, they buy ready-made food - the modern world provides a huge selection of it."
In her opinion, it is important to understand that we do not teach children to cook: “Ask a seventeen-year-old girl what she can cook - most will say: scrambled eggs, pasta, sausages. These are not sufficient skills not to choose ready-made food.”
What trends await us in the coming years? The nutritionist predicts personalized nutrition, the growth of functional foods with probiotics, smart delivery with nutrient tracking, and plant-based alternatives to meat.
“Cooking doesn’t have to be complicated,” Frankel sums up. "It’s about taking care of yourself, not about culinary feats. Even 1–2 home-cooked meals a week can significantly improve your health.”
The trend for ready-made food will obviously increase. But it is important to remember: despite all the convenience, it is necessary to monitor the balance of the diet and the composition of the dishes. Modern technologies allow us to make quality ready-made food, but the final choice of what ends up on your plate is always yours.
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