Seasoning Market: Knorr, Royco preferred to Maggi
One of the most important intricacies is seasoning. They are condiments added to food to get a particular flavour that enhances the taste or complement the food. The taste of the pudding is in the eating and a cook is only as good as the seasonings they use in food preparation. This goes to show how important getting the right seasoning is.
According to BGL Research and Intelligence, one of the foremost investment banking companies in Africa, the seasoning sector is worth N14.7 trillion and the total national demand for various types of food condiments and seasonings at 5,475 tonnes per annum.
Nigeria’s seasoning market parades cube seasoning brands such as Maggi from the staple of Nestle Foods; Knorr and Royco, from the staple of Unilever, Onga cube from Promasidor, Doyin cubes from Doyin Group of companies, among others.
BusinessDay recent survey shows that Maggi has lost its leading position to Knorr as consumers now prefer the latter over the former. Retailers on the other hand are seen stocking their shops with more Knorr cubes and less of other seasoning cubes.
“My customers prefer knorr cubes. They say Maggi is salty. I had to start stocking more packets of Knorr cubes because I sell ten times of Knorr than I do for other cubes, it is just the cube customers request for,” said Chiamaka Udemezue, an attendant at a supermarket in Lagos.
Joy Imaga another retailer in Lagos said, “I sell more of Knorr Cubes followed by Royco, Maggi and Doyin. The people that buy more of Maggi are the Hausas that sell suya because that is the maggi they use for their sauce.”
“Knorr cubes are the one people demand for. It is quite obvious. Maggi is no longer what it used to be and change is constant in life so most people decided to buy the one that would favour them,” explained a retailer in Port Harcourt who gave her name simply as Bridget.
For Coconma Eton, a retailer in Akwa Ibom she says Maggi is still king.
“The seasoning cube people request for more here is Maggi. They say the taste has remained consistent over the years and that is the seasoning I use as well so I know better. I still get customers who ask for other cubes but more ask for Maggi cubes.”
Checks around Lagos, Port Harcourt, Abuja and other states revealed that the price of seasoning cubes is between N350 and N480 per packet.
A packet of maggi cubes goes for between N350 and N400; a packet of Knorr cubes goes for N420 and N470 while a packet of Royco cubes is between N300 and N350. A packet of Tasty cubes is between N400 and N450.
Even with the high price of Knorr cubes, consumers who are attracted to its flavour and taste say they are not discouraged.
Rose Udechukwu, a resident in Lagos said, “Knorr does justice to my cooking. I use to love Maggi before but I had to switch because it contains too much salt and it is really not good for my health”
“It depends on the type of food I am preparing. For my stew, Royco is perfect but for soup, it is always Knorr,” said Obiageri Aluka from Owerri.
Gift Waribo from Port Harcourt said, “I have been using Maggi for over twenty years. Maggi is it for me any day because of its long time trust and reputation.”
“I love the aroma and taste that comes from using Knorr cubes, this is something that is lacking in other cubes. I used Maggi in 70s and 80s as a child but it has lost its taste now,” Agnes Ayodele, a housewife in Lagos told BusinessDay.
Glory Uwana from Akwa Ibom said, “I do not see much difference in all the seasoning cubes. I buy Knorr for no particular reason. Maybe I like it because it has two cubes in one.”
“Maggi is the best for me. Most cubes that are produced now are not as well composed as maggi. Royco has become salty; knorr adds little or no sweetness except when I increase the number of cubes. As for doyin and the rest, I use them when the desirable is not available,” said another consumer in Lagos.
Amenaghowon Okao from Calabar said, “Knorr is not salty, that is why I use it. Other seasoning cubes have too much salt in them especially Maggi,”
“I developed an attachment for Knorr because of the taste and flavor,” Deborah Akpe said.
Adaobi Okobi from Lagos said, “Maggi star is better for my meals. It has more salt content and the taste is very delicious.”
“The cube I use depends on what I’m cooking. If its soup, I use Knorr but for stew, I use Maggi star. These days Maggi is becoming too expensive so Knorr is becoming even a choice for both dishes,” Susan Oyetunji from Ogun state.
Jennifer Oseme from Lagos said, “Knorr is the maggi for me. The crayfish taste is the reason I buy it more. I use knorr ultimately because it gives me a better taste. It’s meatier and tastier than the rest.”
Ijeoma Onyeike from Abia said, “Maggi seasons better. The taste is always unique,”
“I use Knorr for all my cooking. It is not as salty as maggi. It gives flavour to my food,” said Umoren Ime, a lecturer in Lagos.
Culinary professionals
Some culinary professionals who spoke with BusinessDay say Knorr is their new Maggi.
“We use knorr cubes for our cooking because of the flavour and the taste which we don’t get from other cubes. Maggi is full of salt but Knorr is perfect for our meals,” Stella Ike, a cook in a big restaurant in Lagos said.
Emem Ubong, the owner of a restaurant that specializes on African dishes said, “As long as I am concerned, Knorr is the best seasoning and that is what I use. I used Maggi before but now it is just mere salt.”
“Knorr is the only seasoning I use because I love the taste it gives my cooking. The flavour is also inviting, you can perceive the nice aroma. That is what attracts these large customers to my restaurant and the taste keeps them coming back for more. The taste and the flavour is one reason I will not stop using Knorr,” said Chinelo Oforka, another restaurant owner in Lagos.
CHINWE AGBEZE