As the country emerges from the pandemic, Filipinos have been spending more for fast moving consumer goods (FMCG), according to the Brand Footprint 2023 report of Kantar.
Bea Coronel, client manager at the Worldpanel Division of Kantar Philippines, said despite headwinds of inflation, 61 percent of brands in the country are growing.
Colonel said majority of brands, whether small or super brands, are getting it right and are able to penetrate Filipino homes.
What is interesting is that 57 percent of small brands or those brands that are reaching less than 10 percent of Filipino shoppers have enjoyed growth in the past year.
Staple brands, particularly food and beverage products, dominate the Top 10 Most Chosen FMCG Brands.
The Brand Footprint ranks the FMCG brands based on their Consumer Reach Points (CRP) which combines population or the number of households in the country; penetration or the percentage of households purchasing the brand; and consumers’ choice or the number of times the brand is being chosen by Filipinos over the course of 12 months.
Instant noodle brand Lucky Me is the number one most chosen FMCG brand of Filipinos in 2022, purchased by 98.9 percent of local households, which translates to around 27.4 million shoppers . These households chose the brand, on average, 33 times per year, resulting to 911 million CRP.
In second and third places are coffee brands Nescafé (688 CRP) and Kopiko (627 CRP).
Ranked fourth is Silver Swan, an essential condiment in Filipino kitchens, with 585 CRP.
Softdrink brand Coca-Cola garnered 488 CRP to make it to the Top 5.
Other F&B products that made it to the Top 10 are Bear Brand (6th with 482 CRP), Maggi (8th with 431 CRP), Great Taste (9th with 424 CRP) and Datu Puti (10th with 406 CRP) percent Only one home care brand penetrated the Top 10 ranking, with Surf getting 467 CRP at 7th place.
The Brand Footprint covered 5,000 households from 12 months ending October 2022.
According to Coronel, the Brand Footprint aims to capture a key moment when Filipinos purchase their FMCG needs. “Filipinos have been spending more for their FMCG needs, especially in 2022 when we came out of the pandemic and our lifestyles began to shift and return to normalcy. There is now a higher demand for FMCG and companies must be able to capitalize on that split second when shoppers decide and choose one brand over another.
At Kantar, we capture that powerful moment using the CRP measure in order to reveal which brands are consistently winning their way into the shopping baskets of Filipinos,” she added.
