Universal Robina Corp.’s (URC) brands are segment leaders in the fast-moving consumer goods (FMCG) category in the Philippines, results of a survey by London-based brand consulting firm Kantar Group showed.
“URC’s brands such as Great Taste and Piattos have consistently been part of the most chosen brands for Total FMCG and Total Food categories in the Philippines,” said Bea Coronel, Kantar client manager and brand footprint Philippines lead.
“Over the years, C2 and Nova also make appearances as among the most chosen beverages and food brands, respectively. It goes to show the importance of activations such as innovation to ensure the portfolio is chosen by many shoppers,” said Coronel.
Kantar, which has about 25,000 employees in over 90 markets, ranked URC’s Great Taste coffee as the fourth most chosen beverage brand in the Philippines, and 15th among FMCGs in its brand footprint survey for 2022.
The survey uses a metric called consumer reach point (CRP), which measures a brand’s strength based on how many shoppers are buying the brand and how often.
“Great Taste chalked up 283 million CRPs in the 2022 survey,” URC said.
“Also ranked in the Kantar survey as among the top 20 food brands in the country are two popular URC snack brands: Piattos at 7th, and Nova corn chips, 20th. Piattos had 146 million CRPs, while Nova, 61 million CRPs,” URC added.
URC’s C2 ready-to-drink tea was one of the most chosen brands in the Philippines — at No. 19, with 62 million CRPs — as well as in Vietnam, ranking eighth.
URC’s Payless and Nissin instant noodles, meanwhile, were in the list of the Philippines’ Top 10 fastest-growing brands.
“Payless had 56 million CRPs, up 10 percent from a year earlier, while Nissin’s CRPs rose 7 percent to 59 million,” said URC, noting that the two brands’ rapid growth is attributable to shoppers choosing the brands on more occasions.
“This survey reaffirms the quality, value-for-money and enduring appeal to consumers of our brands,” said Mian David, URC chief marketing officer.
“It shows us that our brands have been able not just to adapt to the challenges created by Covid-19, but also thrive as we transition to a post-pandemic environment,” she added.
