Indo Mie and Mie Sedap most popular brands

JAKARTA. Publicly listed PT Indofood CBP Sukses Makmur’s popular instant noodle brand Indomie and Wings' noodle brand Mie Sedap still hold the top spots of the most sought after brands of the year, according to a survey by Indonesian Kantar World Panel.

The Brand Footprint survey, which was conducted from October 2013 to October 2014, found that 99.2 percent or almost all of the 26.5 million urban households in Indonesia buy Indomie noodles nearly twice a week with a total Consumer Reach Point (CRP) of 1.2 billion.

“Overall, we see a rising trend of convenience food. It might be because approximately 50 percent of women work and don’t have much time to cook,” said Kantar World Panel Indonesia new business development director Fanny Murhayati in a press conference here on Friday.

The wide availability of the brands in shops across Indonesia and promotions by both brands were cited as reasons for the success.

The survey, which measured the number and frequency of urban households buying a certain brand, involved 5,680 households across Indonesia questioned and 440 brands.

The top two brands also held the top spots last year. Other brands among the top five are seasoning Royco from PT Unilever Indonesia, Wings’ washing detergent So Klin and products of PT Frisian Flag Indonesia. (fsu)