Indomie is Africa’s top noodle brand


Produced by Dufil Prima Foods Plc, Indomie Noodles has topped Africa’s most chosen noodle brand in Kantar Worldpanel’s Brand Footprint ranking for 2016.

The research firm’s latest Brand Footprint study covering 15,000 brands, 200 categories, 44 countries and five continents, representing 74% of the global population said Indomie attained the number one position in FMCG category across Africa.

It achieved the report’s highest number of Consumer Reach Points (CRPs), a metric that measures brand penetration and buying frequency, based on 1bn household decisions made by consumers in the FMCG category all over West, East and Central Africa for the year 2016.

The annual report based on consumer behaviour data collected from over 300 billion shopper decisions, also ranked Indomie as number 8 most purchased brand in the world.

The Brand Footprint ranking reveals the brands that are being bought by the most people, the most often in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. The report outlines the winning strategies that most successful global FMCG brands are employing as well as key global industry trends.

This announcement came after Indomie recently bagged 2016 Brand of the Year awards from Advertising Association of Nigeria (ADVAN) and also ‘The Best Consumer Brand of the Year’ (FMCG category) in the popular City People’s Awards in 2016 among others.

Speaking on the ranking, the Managing Director/CEO, Dufil Prima Foods Plc, elated Deepak Singhal, expressed Indomie’s satisfaction and appreciation to Kantar Worldpanel for making the top spot in the FMCG CATEGORY ACROSS AFRICA.

“Being top in Africa in the FMCG category was no mean achievement for us especially considering this came from over 20 brands in the diaspora. This speaks to the tremendous work that has gone behind building this great global brand. It is credit to the entire team at DUFIL and our policies that we have made the top spots. I was also happy to see some strong African groups competing with the more established names. I’m sure that more brands will reach the Top 100 in this new year,” noted Deepak.

A visibly elated Girish Sharma, the General Manager, Dufil Prima Foods Plc, thanked the research group, saying 2016 is no doubt an eventful year of hard work and dedication to utmost quality, which earned the brand a good number of quality awards, based on constant innovations and unwavering quality. This feat has since given the company a firm control of the Africa’s noodles market.

“Ranking as number 1 in FMCG category across Africa and 8 in the world is a very significant honor as this reflects Dufil’s commitment to global manufacturing best practices and world class quality control; dependability and reliability that ultimately add up to great value,” said Girish. “Dufil will continue to deliver the best products consumers have come to know us for over the years.”

Josep Montserrat, Global CEO of Kantar Worldpanel, says: “This year’s Brand Footprint builds on the simple rule that growth is all about penetration, and demonstrates how brands have grown against a challenging economic backdrop.

“Growth is top of the agenda for all FMCG companies, but there is no single path to prosperity. They are looking for new consumers, new occasions and new markets, and are investing in the creation of innovative new products. The Brand Footprint report highlights the opportunities that exist for every brand with global aspirations to expand its customer base. It provides an essential guide for FMCG manufacturers on their journey to increase the dominance of their brands in the world’s fastest-growing markets,” he said.

Kantar Worldpanel is an international company dealing in consumer knowledge and insights based on continuous consumer panels. Kantar Worldpanel is part of the Kantar Group the Data Investment management Division of WPP.