Jakarta, June 2025 – Masako®, a brand from PT AJINOMOTO INDONESIA (Ajinomoto), has been awarded in the Kantar Brand Footprint Indonesia 2025 as one of the most chosen FMCG (Fast Moving Consumer Goods) brands by Indonesian consumers. This year, Masako® ranks 9th among the top 10 most chosen FMCG brands in Indonesia. Masako® has consistently remained in the Top 10 for six consecutive years in the Kantar Brand Footprint Indonesia awards.

“We would like to express our sincere gratitude to all Indonesian consumers for their trust and loyalty towards the Masako® brand. Masako® is a seasoning made from a blend of real meat and selected high-quality ingredients, produced in our own factory using advanced, hygienic technology, and is halal-certified for Indonesian consumers. Currently, Masako® offers several product variants to meet consumer needs, including Masako® Beef & Chicken made from selected real meat, Masako® Mushroom made from three selected types of mushrooms (shiitake, button, oyster), and Masako® Light with reduced salt content, providing added value for health-conscious consumers in Indonesia. We hope to continue delivering the best innovations to meet the needs of Indonesian society,” said Eurli Prameswari, Head of Sauce & Seasoning Dept – PT AJINOMOTO INDONESIA.

“Masako® is currently the market leader in the seasoning category in Indonesia. Our future focus is to continue strengthening our brand by delivering product innovations that meet consumer needs, enhancing business impact, and emphasizing sustainability efforts,” she added.

The Kantar Brand Footprint Award provides a snapshot of the FMCG market in Indonesia, presented in a report released by Kantar Worldpanel Indonesia. In this report, Kantar measures the most chosen FMCG brands by retail consumers in Indonesia using the Consumer Reach Point (CRP) metric – a combination of how many retail consumers buy a brand’s products and how often they buy them.

“This year, our data shows that more brands have succeeded in growing compared to the previous year. As many as 62% of brands in the Kantar Brand Footprint Indonesia 2025 study experienced an increase in CRP, significantly higher than last year’s 49%,” said Venu Madhav, Managing Director of Kantar Worldpanel Indonesia, as reported in national media.

“The Kantar Brand Footprint report proves that faster growth can be achieved if brands continue to expand their reach to new consumers. For some large brands, increasing penetration is the most impactful strategy. However, once a brand reaches more than 70% of retail consumers (classified as a ‘Super Brand’), the focus can shift to increasing purchase frequency. This year, Kantar Worldpanel introduced a new classification based on market penetration levels to better understand each brand’s position and strategy. The classifications are: Super Brands (>70% penetration); Large Brands (30%–70% penetration); Medium Brands (10%–30% penetration); Small Brands (<10% penetration),” he added.