10 brands Filipinos buy the most

Rappler.com

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Lucky Me, Silver Swan and Oishi are the only locally-owned brands in the Philippine poll of top brands, indicating a growing preference for global brands

MANILA, Philippines – Lucky Me instant noodles, Silver Swan condiments and Oishi snack foods stand out in the list of brands Filipinos buy the most.

Lucky Me of homegrown food giant Monde Nissin Corp, founded by Betty Ang, the country’s 23rd richest, and the two other fast-moving consumer brands, are the only locally-owned brands in the Philippine poll of top brands, indicating preference for global brands.

Research firm Kantar Worldpanel released on Friday, May 3, the “Brand Footprint” ranking, a new metric that Kantar is pioneering to help understand how fast-moving-consumer-goods (FMCG) are being bought — and how often — by consumers.

The lists below — the top 10 brands bought by Filipinos, Asians, and consumers all over the world — are based on the following:

  • Consumer Reach Points, a new indicator of a brand’s “strength.” It calculates how many households a brand is reaching and how frequently shoppers purchase the brand and its variants or formats. 
  • Penetration, or how many households purchased a brand at least once in 2012 
  • Frequency of purchase, or the average number of times households bought the brand


TOP 10 FMCG BRANDS in the PHILIPPINES in terms of “Brand Footprint”

RANK BRAND CONSUMER REACH POINTS (Million) PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS (% growth, 2012 v 2011)
1 NESCAFE 985 94.3% 54 -7%
2 LUCKY ME 957 98.1% 50 -11%
3 SURF 538 88.4% 31 -4%
4 MILO 497 86.2% 30 2%
5 AJINOMOTO 459 86.2% 27 -2%
6 BEAR BRAND 449 87.9% 26 4%
7 PALMOLIVE 444 82.7% 28 7%
8 SILVER SWAN 421 81% 27 6%
9 OISHI 417 87% 25 6%
10 SAFEGUARD 384 93.3% 21 2%


“In the Philippines, the combination of heritage and active adaptation to the evolving tastes and attitude of the market have kept brands like Nescafe, Milo, Ajinomoto, Bear Brand, Palmolive, Silver Swan and Safeguard with the biggest brand footprint in the market,” Fabrice Carrasco, Managing Director of Kantar Worldpanel in Vietnam, Indonesia and Philippines, said.

Kantar highlighted that “relatively new brands like Lucky Me, Surf and Oishi” are dynamic and “have reached an accord with the current preferences of the market.”

Oishi (#9 in Philippines) is a popular snack foods brand by Liwayway Marketing Corp., a company founded by Filipino-Chinese businessman Carlos Chan, the brother of Ben Chan (of retail chain Bench). Chan has been expanding Oishi’s reach in other markets, including China, Vietnam, Myanmar. It ranks #13 in the Top 50 for Asia.

 

TOP 10 BRANDS in ASIA:

RANK BRAND CONSUMER REACH POINTS PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS
1 COLGATE 2,002 62.6% 6 7%
2 LIFEBUOY 1,732 41.1% 8 1%
3 NESCAFE 1,464 23.7% 12 -4%
4 PANTENE 1,150 34% 7 1%
5 LUX 856 44.2% 4 -9%
6 SURF 844 17.7% 9 -2%
7 MAGGI 836 23.4% 7 12%
8 PEPSODENT 831 20.8% 8 -1%
9 TIDE 812 34.9% 5 13%
10 AJINOMOTO 756 9.5% 15 -1%


Marcy Kou, CEO Kantar Worldpanel Asia, said, “Brands in the ranking all have a consistent brand offer across the region and have demonstrated their ability to understand and respond to local needs and build the best distribution networks that reach the most remote consumers in rural areas.”

Kantar also noted that the Western ‘ready meal’ culture is gaining a foothold in markets like China, Philippines and Vietnam. It cited key drivers, like “an overwhelming need for convenience” and Asian shoppers’ wealth gains. Both result in changes in “cultural and shopping habits,” Kantar said.

For example, Maggi has 836 million of its 1.6 billion global Consumer Reach Points in Asia because consumers are still going for “home made” food but are using ingredients that save them time, the research company noted.

Maggi is the 6th biggest brand globally.
 

TOP 10 GLOBAL BRANDS: 

RANK BRAND CONSUMER REACH POINTS PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS
1 COCA-COLA 5,295 43.9% 14.7 0%
2 COLGATE 3,330 65.4% 6.2 5%
3 NESCAFE 2,270 26% 10.6 -2%
4 PEPSI 1,797 27.9% 7.9% 2%
5 LIFEBUOY 1,751 27.3% 7.8 1%
6 MAGGI 1,580 26.7% 7.2 4%
7 PANTENE 1,456 31.9% 5.6 -2%
8 KNORR 1,290 27.6% 5.7 1%
9 LAYS 1,146 26% 5.4 2%
10 DOVE 1,117 33.7% 4 18%

 

This study covered the most chosen FMCG brands across 32 countries from four continents (Asia, Latin America, Europe and North America) comprising 823 million households, Kantar said. – Rappler.com

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