Ulrich ideals in numerical semigroup rings of small multiplicity are studied. If the semigroups are three-generated but not symmetric, the semigroup rings are Golod, since the Betti numbers of the residue class fields of the semigroup rings form an arithmetic progression; therefore, these semigroup rings are G-regular ([16]), possessing no Ulrich ideals. Nevertheless, even in the three-generated case, the situation is different, when the semigroups are symmetric. We shall explore this phenomenon, describing an explicit system of generators, that is the normal form of generators, for the Ulrich ideals in the numerical semigroup rings of multiplicity at most 3. As the multiplicity is greater than 3, in general the task of determining all the Ulrich ideals seems formidable, which we shall experience, analyzing one of the simplest examples of semigroup rings of multiplicity 4. Contents 1. Introduction 1 2. Two-generated Ulrich ideals in core subrings of V = k[[t]] 4 3. Numerical semigroup rings of multiplicity 3 8 4. The case where H = 4, 13 20 5. The case of three-generated numerical semigroup rings 31 References 35 2020 Mathematics Subject Classification. 13A15, 13H15, 13H10.