I've used the Noico stuff. I haven't used the alternatives like Dodo Mat and Silent Coat though, which seem to have the same kind of construction. I found it easy to use and it made a big difference when I lined the front doors with it. I was persuaded by the reviews which seemed to affirm it as being decent. When I run out of it I might try one of the alternatives to see if there's any difference, but then again I might not.
This page compares the options and places Noico at the top:
The Best Car Sound Deadening Material 2021 | 4Car UK Reviews
(It's not exactly a thorough or exacting review though).