Filipinos still prefer global brands over local — study

Ralf Rivas

This is AI generated summarization, which may have errors. For context, always refer to the full article.

Filipinos still prefer global brands over local — study
The latest findings of Kantar Worldpanel’s Brand Footprint 2018 shows local brands that made it to the top 50 only got 28% in spend share

MANILA, Philippines—Filipinos prefer global brands over their local counterparts, according to the latest findings of Kantar Worldpanel’s Brand Footprint 2018.

Local brands in the top 50 comprised only 28% in spend share, as compared to global brands which got 72%. 20 local brands made it to the top 50. 

Filipino brand Lucky Me led the pack for the third straight year, reaching 98% of Filipino households. Lucky Me products were picked up in grocery shelves 812 million times and purchased at least 36 times a year on average by Filipinos.

The instant noodle brand was followed by Nescafe and Surf, which were the most chosen brands in beverage and home care, respectively. 

Silver Swan, another Filipino brand, and Palmolive ranked 4 and 5 respectively.

Bear Brand gained presence in 87% of Filipino households and made it to the 6th spot, 2 notches better from its ranking last year.

Great Taste, Milo, Kopiko and Ajinomoto round up the top 10.

8 of the top 10 are food and drink products.

Meanwhile, Palmolive, Creamsilk and Safeguard are the three most chosen brands in the health and beauty sector.

Surf, Downy, and Champion were the leading brands in homecare.

The study noted that most of the growing brands enlarged their shopper base. 

“Strategies aiming to get new consumers are consistently more successful than those ones aiming to increase loyalty and frequency of consumption,” Alex Duterrage, General Manager of Kantar Worldpanel Philippines said. 

“Brands wanting to grow have to prioritize finding new shoppers to buy the brand,” Duterrage added. 

The report also revealed that local brands grew in 2017 worldwide. Local brands took up 64.6% of all brand spend, versus global brands’ 35.4% share. 

Globally, Coca-Cola reigned supreme and was picked up from shelves 5.8 billion times.

Meanwhile, Colgate was the only brand in the world that penetrated more than half of all households globally, at 62%.

6 out of 17 of the brands chosen more than 1 billion times in a year were owned by Unilever.—

Add a comment

Sort by

There are no comments yet. Add your comment to start the conversation.

Summarize this article with AI
Tie, Accessories, Accessory


Ralf Rivas

A sociologist by heart, a journalist by profession. Ralf is Rappler's business reporter, covering macroeconomy, government finance, companies, and agriculture.