Nesfruta, Oishi among the fastest risers
For the 2nd straight year, local instant noodle brand, Lucky Me, remains as the most chosen brand by Filipino consumers in 2016. Lucky Me continues to outpace 460 fast moving consumer goods (FMCG) brands in the Philippines, according to the latest Brand Footprint report of Kantar Worldpanel. Lucky Me garnered a total of 851 million Consumer Reach Points (CRPs), 30 million points ahead of 2nd placer, Nescafe with 821 million CRPs.
On its fifth year, Kantar Worldpanel’s Brand Footprint study uses Consumer Reach Points (CRPs) in measuring the strength of the brands. This innovative metric measures how many households around the world are buying the brand (penetration) and how often are they purchasing it (frequency). CRP representatively captures the choice of Filipino shoppers as the study is based from their actual purchases. In the Philippines, the study analysed a total of 18 billion shopper decisions of 24 million Filipino households, covering 460 brands in 2016
Number 1 brand, Lucky Me, has the most number of buying households, reaching 99% of Filipino homes. At the same, it is being purchased 39 times in a year, on average. 2nd-ranked Nescafe maintains a 92% penetration and has been bought 40.3 times in 2016. Completing the top 5 are: Surf (705 million CRP), Palmolive (594 million CRP) and Great Taste (573 million CRP).
Rank | Brand | Consumer Reach Points (Million) | Penetration % | Frequency of purchase | CRP Growth % 2016 vs 2015 |
1 | Lucky Me | 851 | 98.5 | 38.6 | -2 |
2 | Nescafé | 821 | 90.9 | 40.3 | +1 |
3 | Surf | 705 | 90.5 | 34.8 | +7 |
4 | Palmolive | 594 | 86.5 | 30.7 | +6 |
5 | Great Taste | 573 | 77.2 | 33.1 | +1 |
6 | Milo | 505 | 88.0 | 25.7 | 0 |
7 | Bear Brand | 498 | 89.5 | 24.9 | +1 |
8 | Oishi | 495 | 91.2 | 24.3 | +50 |
9 | Ajinomoto | 448 | 86.3 | 23.2 | +3 |
10 | Silver Swan | 426 | 81.6 | 23.3 | +6 |
Learnings from Fastest Risers
Kantar Worldpanel Philippines also lists brands that are growing the fastest in terms of CRPs. The fastest riser in 2016 is Nesfruta, which moves 45 places up, now ranked 69th. Nesfruta wins additional 2.8 million more homes than last year and is also purchased 5 times on average. Nesfruta’s growth is attributed to the launch of its new flavors, melon and guyabano, supported by TV commercials.
Oishi, at 2nd place, enters the Top 10 for the first time. The local snacks brand is purchased 7 times more than last year (from 17.2 times to 24.3 times in a year) and now has 495 million CRPs. Apart from celebrity endorsements, Oishi has also been active on social media, with 250,000 followers on Facebook. Third fastest riser, Ariel, continues to move up the ranking, now at 33rd. Higher purchase frequency (from 8.5 times to 10.8 times) helped sustain its growth, highest among non-food brands.
5 out of the 10 risers are local brands, namely Oishi, Energen, Pride, Nissin and Fita, which are all active in above-the-line and below-the-line promotions.
The complete list of Top 10 fastest risers in 2016 are as follows:
Rank | Rank Movement | Brand | Consumer Reach Points (Million) | CRP Growth % 2016 vs 2015 |
69 | 24 | Nesfruta | 59 | +54 |
8 | 7 | Oishi | 495 | +50 |
33 | 16 | Ariel | 134 | +35 |
29 | 13 | Energen | 142 | +35 |
70 | 16 | Twins | 58 | +34 |
67 | 13 | Pride | 61 | +25 |
37 | 15 | Nissin | 115 | +24 |
14 | 2 | Sunsilk | 378 | +22 |
53 | 7 | Fita | 83 | +18 |
66 | 6 | Royal Tru Orange | 65 | +17 |
