Consumer Recommendations as the Key Driver of Brand Strength Amidst Intense FMCG Competition
Competition in Indonesia’s fast-moving consumer goods (FMCG) sector remains dynamic, including in the ice cream segment which in recent years has become more competitive. In the midst of a flood of product choices and aggressive marketing communications across digital platforms, a brand’s strength is no longer determined solely by popularity or the size of advertising exposure, but by consumer experiences strong enough to be recommended.
This phenomenon is reflected in the results of WOW Brand Award 2026, which again places Aice among the ice cream brands most recommended by Indonesians. The award marks Aice’s seventh consecutive achievement in the event.
The award is based on the WOW Brand Survey, which involved 3,000 respondents across professions and generations, from employees, entrepreneurs, university students to housewives aged 17 to 56 across various regions of Indonesia. Unlike measures that focus solely on popularity, the survey uses consumer recommendations as the main indicator.
Sylvana, Senior Brand Manager at Aice Group, says that consumer recommendations cannot be built instantly; they grow from experiences that are maintained over the long term.
‘This seventh achievement shows that Aice remains trusted and recommended by consumers across generations. For us, recommendations are not something that can be built instantly. They grow from repeated experiences, from quality that is maintained, and from how our products feature in consumers’ everyday moments,’ she said.
According to Sylvana, consistency is a foundational element in the company’s journey to broaden its reach. To date, Aice has introduced hundreds of ice cream variants with an evolving approach, from exploring flavours and textures to product formats that follow market dynamics.
‘We do not see innovation as a short-term response to trends, but as a sustained endeavour to stay relevant without compromising the quality standards that have underpinned us,’ she added.
On the other hand, brand communication patterns have also changed as consumers become more discerning in filtering marketing messages. Iwan Setiawan, COO of MCorp, believes that consumers today can easily distinguish communications that feel authentic from those that feel overly manufactured.
‘Brands that can present themselves honestly and build genuine closeness are more trusted and recommended. Technology helps read data, but brand character and relevance must still be built with a human approach,’ said Iwan.
A closer alignment with consumers’ everyday lives is seen as one of the important factors in maintaining loyalty in a market that continues to change. This also poses a challenge for FMCG players to not only focus on distribution and promotion but also ensure the consumer experience remains consistent across various touchpoints.
Aice’s achievement shows that a brand’s success today is increasingly determined by its ability to maintain relevance and public trust sustainably. In a fast-moving industry landscape, remaining a brand that is continually recommended is an important indicator of a brand’s strength in the long term.
Looking ahead, Aice says it will continue to offer products that are easily accessible while also creating experiences that are close to consumers. ‘For us, success does not stop at awards, but at how we can stay relevant in consumers’ lives. As long as we can maintain quality, deliver meaningful innovation, and stay close to consumers, we believe recommendations will continue to grow on their own,’ concluded Sylvana. (E-4)
The distribution of ice cream to 5,000 mosques and prayer rooms during Ramadan was carried out by Aice as part of contributing to creating happy moments for society.