Abstract
Instant noodles have become a staple convenience food worldwide, with rising consumption particularly among younger, busier populations. This study investigates consumer perceptions, health concerns, consumption habits, and purchasing behaviors related to pre-packaged noodles in Kosovo. A structured questionnaire was administered to 400 participants, exploring attitudes toward health impacts, ingredient awareness, product preferences, and purchasing motivations. Findings revealed mixed perceptions of noodle healthiness, with older and more educated individuals significantly more likely to view them as unhealthy (p < 0.001). Although most respondents expressed concern about ingredients such as fat, calories, and salt, awareness of additives like monosodium glutamate (MSG) remained low (p < 0.001), indicating a gap in consumer knowledge. Consumption patterns varied notably by age, gender, income, and health status. Younger and lower-income groups consumed noodles more frequently (p < 0.001), often driven by time constraints rather than taste or nutritional value. One-third of participants reported a sense of addiction, strongly linked to both frequency and portion size. When purchasing, consumers prioritized label clarity, origin, and natural ingredients over sensory appeal, and advertising exerted only a moderate influence on choices. These results suggest that while practical needs drive consumption, health concerns and demographic factors strongly shape perceptions and behavior. Efforts to reduce unhealthy consumption should focus on clearer labeling, accessible nutrition education, and promoting healthier, convenient alternatives.