From its 1988 debut to commanding over 70% market share, here’s how Indomie rose to dominate Nigeria’s booming noodle market
From Foreign Snack to Nigerian Obsession: How Indomie Conquered the Noodle Market
By Lukman OMIKUNLE
What began as an unfamiliar foreign snack in the late 1980s has grown into one of Nigeria’s most consumed foods, cutting across age, class, and geography. Today, Nigeria ranks as the 12th largest instant noodle market in the world, consuming over four billion servings annually—and at the heart of this culinary revolution is one name: Indomie, writes Lukman Omikunle.
The story of noodles in Nigeria is, in many ways, the story of Indomie’s rise, dominance, and enduring grip on consumer loyalty, even in the face of intense competition.
In 1988, the Tolaram Group introduced Indomie instant noodles to Nigeria through importation from Indonesia. At the time, noodles were largely unknown to Nigerian households and viewed as an occasional foreign snack.
That narrative changed dramatically in 1995, when De United Foods Industries Limited (DUFIL)—a joint venture between Tolaram and Indonesia’s Salim Group—established Nigeria’s first instant noodle manufacturing plant in Ota, Ogun State.
The factory, then the largest of its kind in Africa, marked a turning point. Indomie was no longer an imported product—it became locally produced, widely available, and culturally Nigerian.
Between 2003 and 2008, the noodle market exploded, recording nearly 30 percent annual growth. In 2008, Dufil Prima Foods was restructured as the holding company overseeing the group’s expanding noodle operations.
Indomie’s runaway success inevitably attracted competitors. By the early 2010s, more than 15 noodle brands had entered the Nigerian market, including Honeywell, Golden Penny, Dangote Noodles, and others.
Yet Indomie remained firmly on top.
In 2017, Dufil further consolidated its dominance by acquiring May & Baker’s noodle factory in a ₦775 million deal, strengthening production capacity and market reach.
As of 2026, industry estimates place Indomie’s market share between 70 and 75 percent, an extraordinary figure in a highly competitive fast-moving consumer goods (FMCG) market.
A NewsHeadline247 market survey confirms that despite the abundance of alternatives, Indomie remains the first choice for most Nigerian consumers, at home and across neighbouring West African countries.
Nigeria’s Noodle Pecking Order: The Brands Nigerians Love Most
1. Indomie Chicken Flavour
Unquestionably Nigeria’s most iconic noodle flavour, Indomie Chicken has been a household staple since the 1990s. Produced by Dufil Prima Foods, it is manufactured in multiple factories across Sango-Ota, Port Harcourt, and Kaduna.
Available in different pack sizes, it remains the foundation flavour upon which Nigeria’s noodle culture was built—and still the country’s most consumed.
2. Indomie Onion Flavour
Second only to Chicken, Indomie Onion is one of the brand’s earliest flavours produced locally. Its distinct aroma and taste have earned it a loyal following.
Other notable Indomie variants widely embraced by Nigerians include Chicken Pepper Soup, with its spicy local twist, and Oriental Fried Noodles, a dry-style favourite.
3. Minimie Chicken Flavour
Also produced by Dufil Prima Foods, Minimie carved a niche for itself with a youthful brand identity, quick preparation, and strong profit margins for roadside noodle vendors.
Its affordability and volume have made it especially popular among small-scale noodle sellers, pushing it high up the market ladder.
4. Minimie Vegetable & Tomato Flavours
Jointly ranking next are Minimie Vegetable and Tomato flavours, both praised for their distinct tastes.
Since its introduction, Minimie has grown into one of Nigeria’s strongest noodle brands, occasionally rivaling Indomie in select markets.
5. Honeywell Noodles
Formerly known as O’Noodles, the brand was relaunched in 2024 as Honeywell Noodles. Currently available primarily in Chicken flavour, it enjoys steady patronage nationwide.
6. Golden Penny Noodles
Produced by Flour Mills of Nigeria, Golden Penny Noodles offers flavours such as Chicken, Goat Meat, Jollof Hot Hot, and Jollof. Its strong retail presence and brand trust keep it among Nigeria’s top noodle choices.
7. Cherie Noodles
Manufactured by Olam Sanyo Foods, a joint venture between Olam International and Japan’s Sanyo Foods, Cherie Noodles stands out for innovation.
Its flavours include Spicy Chicken, Chicken Pepper Soup, and the unique “Egglicious” variant, made with real eggs. Cherie continues to attract significant consumer interest in Nigeria’s crowded noodle market.
Decades after its debut, Indomie’s success is no accident. Local manufacturing, aggressive distribution, flavour localisation, brand loyalty, and early market entry have combined to give it an almost unshakeable lead.
While competition continues to grow, the Nigerian noodle market remains one where Indomie doesn’t just compete—it sets the pace.
