BrandArena: Indomie Ranked No 1 In FMCG Category Across Africa

Thursday 12 January 2017

Indomie Ranked No 1 In FMCG Category Across Africa

Indomie Noodles, from the stables of Dufil Prima Foods Plc, 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 behavior 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 great conquer 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 with delight on the ranking, the Managing Director/CEO, Dufil Prima Foods Plc, Mr. Deepak Singhal, expressed Indomie 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,” added 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.

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