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18 September 2020 (closed)
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The latest survey conducted by Kantar Worldpanel, an international research firm that investigates consumers' purchasing behavior, confirms that Indomie remained the top brand in Indonesia (as it has been for - at least - the past five years). Indomie is Indonesia's most famous instant noodle brand, offering a rich amount of flavor variations to Indonesian consumers. Instant noodles are an important product for the Indonesian consumer because another instant noodle brand - Mie Sedaap - is also among the top three of favorite brands in Indonesia.
What makes instant noodles so popular in Indonesia? Well, we conclude the following. Firstly, they are cheap as one instant noodle package only costs about USD $0.20, a price that is also affordable for Indonesian standards, hence the millions and millions of people who live around the country's poverty line can buy it regularly. But this does not mean that only the less fortunate people like to eat instant noodles. This product is also popular among Indonesia's middle and upper income level consumers.
Why do Indonesians from all income levels like to eat instant noodles? Simply, because it is delicious, quick and easy to prepare, and widely available in the modern and traditional retail markets across the Indonesian archipelago. In particular Indomie and Mie Sedaap are popular because they have a wide range of flavors (and often launch new flavors, implying they continue to focus on innovation), while they can launch aggressive and strong advertising campaigns in various sorts of media (but especially television). This keeps the consumer aware of the brand.
The recent Kantar Worldpanel survey shows 99.4 percent of Indonesia's urban population eats, on average, three Indomie packages a month. Respondents in the survey also indicated they would first search for Indomie, the brand owned by the Indofood Group, when wanting to eat instant noodles (in fact Indomie is also the market leader in several European countries in the instant noodle division). Mie Sedaap, owned by the Wings Group, comes on second position (in terms of instant noodles in Indonesia).
Indomie is also exported to various countries and regions, including the USA, European Union, Middle East, Nigeria, Malaysia, Ghana and Turkey. Based on another Kantar Worldpanel survey it is even positioned within the top ten of global most favorite brands (behind Coca Cola, Colgate, Lifebuoy, Maggi, Pepsi, Nescafe, and Lays).
Most Popular Brands in Indonesia:
|Mie Sedaap||Instant noodles|
|Frisian Flag||Dairy-based nutrition|
|Indofood||Food & beverage|
Source: Kantar Worldpanel