Lucky Me remains the top choice for Filipinos when it comes to fast-moving consumer goods (FMCG) brands in the Philippines, according to a recent analysis by Kantar, the world’s leading data, insights, and consulting company. The analysis, called Brand Footprint 2023, ranks FMCG companies based on their Consumer Reach Points (CRP), which measures the brand’s penetration and consumers’ choice.
Based on Kantar’s data from October 2021 to October 2022, Lucky Me was the most chosen FMCG brand, with 98.9 percent of neighborhood households, or approximately 27.4 million shoppers, buying the product. These households chose Lucky Me 911 million times annually, averaging 33 times per year.
Following Lucky Me, coffee brands Nescafé and Kopiko ranked second and third, with 688 CRP and 627 CRP, respectively. Filipino cooking staple Silver Swan came in fourth with 585 CRP, while soft drink company Coca-Cola rounded out the top five with 488 CRP.
Bea D. Coronel, Kantar Philippines’ Worldpanel Division Client Manager, highlighted the importance of FMCG companies capitalizing on the moment when shoppers decide on a brand. She noted that in 2022, Filipinos were spending more on FMCG products as the country emerged from the pandemic and returned to normalcy.
Other FMCG brands that made it to the top 10 list include Bear Brand in sixth place, Maggi in eighth place, Great Taste in ninth place, and Datu Puti in tenth place. Surf was the only home care brand to break into the top 10, earning seventh place.
Coronel also revealed that despite inflationary pressures, 61 percent of the nation’s brands are expanding and gaining high penetration in Filipino households. Even small brands, reaching fewer than 10 percent of consumers, saw growth in the previous 12 months.
The analysis presented by Kantar also highlighted four growth levers that companies can use to maintain stable penetration rates: increasing their presence by opening more locations close to customers, expanding the range of available products across different categories, adding new variants to meet changing customer needs, and ensuring relevance and accessibility at as many points of consumption as possible.
For FMCG companies, securing competitive CRP and making it to the top 10 most favored companies list in Kantar’s Brand Footprint report is crucial to remaining in Filipinos’ shopping baskets.
