Study: Indomie reigns as top FMCG brand in Indonesia

 Indofood-owned instant noodle brand Indomie has once again been chosen as the top FMCG brand by consumers in 2019. According to a Kantar Indonesia study, Indomie recorded a 7% Consumer Reach Point (CRP) growth, with almost all urban Indonesian households have purchased this brand around three to four times a month.

Indomie also holds a strong presence in global level, taking the ninth position in Global Brand Footprint 2019 ranking. It is also the only Asian brand among the Global Top 10 brands by Kantar.

kantar urban

Food category dominates the top 10 ranking, whilst top players from household products, beverage, personal care and dairy also manage to secure several positions as well. Instant noodle is the most chosen category in Indonesia Urban, and has become a significant part of the Indonesian community's daily life. 

Detergent brand So Klin takes up the second spot, with consumers lauding the brand’s strong penetration and continuous innovations to offer new benefits. FMCG manufacturer Kapal Api keeps up its third spot in the brand footprint. Kapal Api continues to establish its dominance to stay ahead of the market and invests on maintaining large buyer base in the beverage sector too.

Seasoning brand Royco secured the fourth position within the top 10 brands through its large buyer base, making it as the most chosen food additive brand in Indonesia urban brand ranking. Playing in several categories is one of the key levers that many players do, Indofood (6th), Frisian flag (7th) and Lifebuoy (8th) complete the rest of the positions in the top 10 with strong brand awareness among Indonesians.

Fabric softener Downy and dishwashing liquid Sunlight rose to the list, and according to the ranking, innovated new products with new benefits which were well received by consumers.

Overall, local brands managed to establish stronger presence, where four of the top five brands were coming from local manufacturers. Local players' ability to adopt fast to the latest consumer trends enable them to be more productive in launching new innovations to the local market, the study said.

Fanny Murhayati, marketing director of Kantar Indonesia explained that brands need to engineer and fight the growth. For any brand, the best way to find new shoppers is to pull on as many strategic levers for growth as possible. “It can be increasing buyer base through attracting non buyers, more geographic location, creating more categories and encourage shoppers to purchase more frequently," she added.

Meanwhile, Venu Madhav, general manager of Kantar Indonesia, Worldpanel Division said: "Opportunities for brands to grow is there; however, brands cannot afford to expect growth to happen organically. Brands will still need to ensure that they remain relevant to the consumer and earn their growth.”

The 2020 Indonesia Urban Brand Footprint Ranking was done by Kantar Indonesia and Worldpanel Division which measures which brands are the most chosen ones by consumers. Brand Footprint covers FMCG sectors, including food, beverages, home care, dairy, health and beauty products. Indonesia Urban ranking covers 85% of total urban households and represents 30 million within the urban areas of Indonesia.

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