MANILA, Philippines – Most Filipino consumers still buy global coffee brand Nescafé of Nestlé Corporation, although its consumer growth in 2014 declined by 11% from the year ago as more Filipino households patronize other local coffee brands.
Nescafé clinched the top spot of the list of fast moving consumer goods brands (FMCG) in the Philippines last year, made available to the public recently.
Great Taste: Rising star
Research and data company Kantar Worldpanel Philippines said in its latest report that it sees a trend on Filipino households patronizing local coffee brands, particularly Great Taste. The Universal Robina Corporation product leaped 6 notches to become the 5th chosen brand of Filipino consumers in 2014.
“Based on the data that we have, the success of Great Taste is propelled by the shift from traditional ‘pure black coffee’ to 3-in-1 coffee mixes, particularly Great Taste White and the introduction of multi-serve packaging formats,” Kantar general manager Alexandre Duterrage said in the firm’s latest brand footprint report.
Great Taste jumped to 5th from 11th place due to a 40% increase in consumer reach points.
The local coffee brand also experienced a surge in frequency of purchase by 4 times more on the average.
Kantar computes consumer reach points based on two measures: How many households purchased the brand at least once during the year (penetration), and the average number of times they purchased it (frequency).
Lucky Me seals 2nd spot
Kantar also said in its report that the desire of time-starved Filipinos for convenience paired with effective marketing campaigns helped Monde Nissin Corporation’s Lucky Me take the 2nd spot on the top 10 of fast moving consumer brands in the Philippines.
Meanwhile, the consumer reach point growth of Lucky Me declined by 10% last year from 2013.
Completing the list of most chosen brands in 2014 are Surf (3rd), Milo (4th), Great Taste (5th), Palmolive (6th), Bear Brand (7th), Ajinomoto (8th), Safeguard (9th), and Silver Swan (10th).
The data for the latest ranking were collected between October 2013 and October 2014, and relate to purchases that are brought into the home.
Meanwhile, local coffee brand Great Taste made its entry into the top 10 as it attracted 293 million additional shoppers in 2014.
Kantar’s Brand Footprint is based on research from 63% of the global population, a total of 956 million households across 35 countries, and 68% of the global gross domestic product.
The complete ranking analyzes 11,000 brands and 250 billion shopping decisions. – Rappler.com