“MAMA” wins consumers’ hearts, earning Thailand’s Most Admired Brand 2026 award.

In an era when consumers think carefully before spending every baht, food brands that can truly maintain trust have become more valuable than market share itself. “MAMA” continues to hold its position as Thailand’s No. 1 brand in consumers’ hearts. According to the Thailand’s Most Admired Brand 2026 survey by BrandAge, MAMA has been ranked the most trusted instant noodle brand for 26 consecutive years, achieving a trust score of 33.63%. This reflects a strong consumer base and enduring brand confidence, even amid slowing purchasing power.

The research surveyed 1,600 consumers nationwide across 12 product categories, under economic conditions characterized by slow growth, K-shaped recovery, and intense competition for attention on social media. In such a landscape, “brand trust” has become the decisive factor in purchase decisions.

Brands Must Be Both “Loved and Trusted”

With consumers increasingly divided between those willing to spend and those needing to save, brands must answer one key question: “Why choose us?” For MAMA, the answer goes beyond price and taste—it lies in familiarity and consistency that have been part of Thai consumers’ lives for decades. From an emergency meal to a comfort food, MAMA delivers satisfaction, convenience, and the confidence of “never disappointing.”

From FMCG Product to Household Trust Infrastructure

Ms. Pasinee Jarupoom, Product Group Manager at Saha Pathanapibul Public Company Limited, the distributor of MAMA instant noodles, stated that maintaining long-term leadership and consumer trust is no easy task—especially in a market where price is a key decision factor. However, MAMA has remained strong not only by offering value for money, but by consistently maintaining product quality while driving innovation and communication that resonates with consumers across all lifestyles. This has enabled the brand to build sustainable and long-lasting brand trust.

The evaluation criteria for Thailand’s Most Admired Brand include innovation, business performance, corporate image, consumer experience, and social responsibility. This reflects that top-ranked brands must demonstrate all-around strength—not just strong sales performance.

When “Trust” Becomes a Hard-to-Replicate Advantage

In a market where competitors can closely match price, promotions, or taste, the key long-term differentiator is brand trust—the confidence that every purchase will deliver the same reliable standard. Maintaining the position as the most trusted brand over time is a significant achievement.

This award, therefore, is not just about brand image—it is proof that MAMA remains a staple choice for Thai households in every economic condition. Ultimately, in uncertain times, consumers return to brands they can always trust.