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Indomie ranked first among consumer goods in Africa

By Adaku Onyenucheya
20 January 2017   |   1:28 am
Dufil Prima Foods Plc, makers of Indomie has been ranked as Africa’s most chosen noodle brand in Kantar Worldpanel’s Brand Footprint ranking for 2016.


Dufil Prima Foods Plc, makers of Indomie has been ranked as 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 per cent of the global population, said Indomie attained the first position in the Fast-Moving Consumer Goods (FMCG) category across Africa.

Fast Moving Consumer Goods are the daily used products with high sales volume and relatively low price, such as soft drinks, bread, pasta, toiletries, batteries, milk, and a host of other grocery items.

Indomie, which belongs to the pasta category, achieved the report’s highest number of Consumer Reach Points (CRPs), a metric that measures brand penetration and buying frequency, based on one billion 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 eight most purchased brand in the world.

The Brand Footprint ranking revealed 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 also outlined the winning strategies that most successful global FMCG brands are employing as well as key global industry trends.

This feat came after Indomie recently bagged the 2016 Brand of the Year award 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.

The Managing Director/Chief Executive Officer, Dufil Prima Foods, Deepak Singhal, expressed satisfaction and appreciation to Kantar Worldpanel for making the top spot in the FMCG category in 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,” added Deepak.

Also speaking, the General Manager, Dufil Prima, Girish Sharma, thanked the research group, saying 2016 was 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. He added that the feat has since given the company a firm control of the Africa’s noodles market.

The Global Chief Executive Officer, Kantar Worldpanel, Josep Montserrat, in his remark said: “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.”