MANILA – Local instant noodle brand Lucky Me regains the top spot as the most chosen brand by Filipino consumers in 2015. The Brand Footprint research of Kantar Worldpanel notes that the 2013 topnotcher has once again led the 340 fast moving consumer goods (FMCG) brands in the Philippines. Lucky Me recorded a total of 871 million Consumer Reach Points (CRPs), overtaking previous leader, Nescafe (812 million CRP), by 59 million points.
On its fourth year, Kantar Worldpanel’s Brand Footprint study continues to measure the strength of the brands through Consumer Reach Points (CRPs). This innovative metric, which has been the basis of the ranking since the study commenced in 2012, 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 17 billion shopper decisions and 105 categories.
Number 1 brand, Lucky Me, reaches 98% of Filipino Homes and is being purchased 40 times in a year, on average. Runner-up Nescafe maintains a steady penetration of 92% but has been bought 4x less frequently in 2015 (from 44.6 to 40.4 times). Rounding up the Top 5 of the Kantar Brand Footprint study are: Surf (659 million CRP), Great Taste (566 million CRP) and Palmolive (560 million CRP).
The 10 Most Chosen Brands in the Philippines in Kantar Worldpanel’s Brand Footprint study are as follows:
Rank | Brand | Consumer Reach Points (Million) | Penetration % | Frequency of purchase | CRP Growth % 2015 vs 2014 |
1 | Lucky Me | 871 | 98.1 | 40.4 | +3 |
2 | Nescafe | 813 | 91.7 | 40.4 | -8 |
3 | Surf | 659 | 90.2 | 33.3 | +2 |
4 | Great Taste | 566 | 76.8 | 33.6 | +11 |
5 | Palmolive | 560 | 85.9 | 29.7 | +10 |
6 | Milo | 505 | 85.0 | 27.0 | -2 |
7 | Bear Brand | 492 | 89.5 | 25.0 | +5 |
8 | Ajinomoto | 435 | 87.4 | 22.7 | +6 |
9 | Silver Swan | 401 | 82.2 | 22.2 | +6 |
10 | Maggi | 394 | 87.2 | 20.6 | +6 |
Fastest Risers: Strong launches could lead to strong growth
Kantar Worldpanel Philippines also features brands that are growing the fastest in terms of CRPs. On top of the list is Kopiko, which moves 5 places up, now at 11th. Kopiko attracts an additional 1.5 million more homes versus the previous year and is also purchased 4 times more on average, making it the fastest riser in 2015. The campaigns for its new variant, Café Blanca, have been instrumental in boosting Kopiko’s ranking.
Not far behind is Ariel with a 10-point increase in penetration, enough to enter into the Top 50 this year. Ariel’s rapid growth is attributed to its 70 gram sachet, heavily promoted in a viral TV commercial.
Five (5) out of the 10 risers are local brands, which also banked on campaigns and celebrity endorsements.
The complete list of Top 10 fastest risers in 2015 are as follows:
Rank | Rank Movement | Brand | Consumer Reach Points (Million) | CRP Growth % 2015 vs 2014 | |||
11 | 5 | Kopiko | 380 | +41 | |||
49 | 7 | Ariel | 99 | +33 | |||
34 | 7 | Pepsi | 131 | +27 | |||
47 | 4 | Mega | 101 | +20 | |||
16 | 2 | Sunsilk | 309 | +19 | |||
27 | 5 | Dove | 160 | +15 | |||
50 | 3 | Silka | 94 | +14 | |||
23 | 6 | Joy Dishwash | 179 | +14 | |||
21 | 1 | Champion | 224 | +11 | |||
37 | 3 | Hansel | 116 | +11 | |||
Kantar Worldpanel’s Brand Footprint study covers 44 countries around the world, across the food, beverage, health and beauty and homecare sectors.
