MANILA, Philippines — A top consumer research firm recently revealed the 50 most popular fast-moving consumer goods or FMCG in the Philippines in a comprehensive study of global brands that "make themselves matter to consumers."
International firm Kantar Worldpanel's Brand Footprint 2014 ranked Monde Nissin's Lucky Me! as the most chosen brand earning consumer reach points of 893 mainly due to having reached 98.2 percent of the Filipino population.
"Noodle brand Lucky Me! is the most the most purchased brand in the Philippines ... it is bought by the average household every week," the researchers said in the study.
Pancit canton, among the products in the Lucky Me! line, named the most purchased brand by the 96 million-strong Philippine population. Daniel Go/CC BY-NC
Lucky Me! unseated Nescafé in the top spot. The coffee brand, now at second place, declined the past year as Filipino shoppers move to other local coffee brands such as Great Taste.
"Great Taste, one local challenger, has added three million households this year. It moved 12 positions up the country ranking and is one of the Philippines' top three risers," the firm, led by Josep Montserrat, said.
The study pointed out that Great Taste's new coffee mixes captured some of Nescafé's market.
The two other remarkable gainers in 2014 are beauty brand Dove, which leaped 16 places to 37th, and laundry soap Bonux 3 in 1 climbing 6 places to 17th.
Laundry soap Surf (565 points), beauty product Palmolive (475 points) and chocolate drink Milo (571 points) are ranked third to fifth, respectively.
Completing the next five places as most preferred brands are Bear Brand milk, Ajinomoto seasoning, Safeguard soap, Oishi snacks and Great Taste coffee.
| 2013 Rank | Rank Movement | Brand Name | Consumer Reach Points | Penetration % | Frequency | Consumer Reach Points Growth % |
|---|---|---|---|---|---|---|
| 1 | +1 | Lucky Me | 893 | 98.2% | 45.5 | 0.1% |
| 2 | -1 | Nescafé | 893 | 93.3% | 47.9 | -9.8% |
| 3 | = | Surf | 565 | 89.3% | 31.7 | 4.7% |
| 4 | +3 | Palmolive | 475 | 82.6% | 28.8 | 6.3% |
| 5 | -1 | Milo | 471 | 85.5% | 27.6 | -5.6% |
| 6 | = | Bear Brand | 451 | 88.3% | 25.6 | 0.2% |
| 7 | -2 | Ajinomoto | 416 | 82.0% | 25.4 | -8.7% |
| 8 | +1 | Safeguard | 388 | 93.5% | 20.8 | 0.8% |
| 9 | -1 | Oishi | 387 | 87.4% | 22.2 | -4.4% |
| 10 | +12 | Great Taste | 363 | 62.3% | 29.2 | 72.6% |
| 11 | +1 | Maggi | 359 | 84.9% | 21.2 | 8.3% |
| 12 | -2 | Silver Swan | 349 | 79.9% | 21.9 | 1.1% |
| 13 | = | Colgate | 343 | 94.0% | 18.3 | 3.7% |
| 14 | -3 | Creamsilk | 332 | 72.7% | 22.9 | -1.5% |
| 15 | -1 | Kopiko | 298 | 64.2% | 23.3 | -7.9% |
| 16 | -1 | Coca-Cola | 292 | 72.5% | 20.2 | -1.8% |
| 17 | +6 | Bonux 3 In 1 | 276 | 67.1% | 20.6 | 35.2% |
| 18 | = | Tang | 246 | 82.3% | 15.0 | -1.2% |
| 19 | +1 | Datu Puti | 242 | 74.8% | 16.2 | 6.2% |
| 20 | -3 | Tide | 231 | 67.4% | 17.2 | -13.4% |
| 21 | -5 | Champion | 222 | 59.6% | 18.7 | -16.8% |
| 22 | +4 | Downy | 218 | 74.4% | 14.7 | 21.1% |
| 23 | +1 | Sunsilk (Sedal) | 215 | 61.9% | 17.4 | 15.3% |
| 24 | -3 | Head & Shoulders | 197 | 60.0% | 16.5 | -8.8% |
| 25 | -6 | Coffee Mate | 185 | 63.1% | 14.7 | -23.7% |
| 26 | -1 | Skyflakes | 179 | 81.0% | 11.1 | -2.1% |
| 27 | +1 | Eight O' Clock | 165 | 57.3% | 14.5 | 5.1% |
| 28 | +5 | Knorr | 157 | 65.2% | 12.1 | 7.8% |
| 29 | -2 | Rebisco | 154 | 74.9% | 10.3 | -9.1% |
| 30 | +5 | Zonrox | 149 | 63.6% | 11.8 | 7.6% |
| 31 | +5 | Alaska | 141 | 74.8% | 9.5 | 3.5% |
| 32 | = | Rc Cola | 138 | 31.3% | 22.1 | -5.7% |
| 33 | -3 | Energen | 133 | 47.4% | 14.1 | -11.0% |
| 34 | -5 | Rejoice | 130 | 47.8% | 13.7 | -16.5% |
| 35 | -1 | Speed | 127 | 46.9% | 13.6 | -10.6% |
| 36 | +7 | Piattos | 124 | 65.5% | 9.5 | 20.0% |
| 37 | +16 | Dove | 118 | 50.9% | 11.7 | 35.3% |
| 38 | +2 | Pantene | 115 | 49.9% | 11.6 | 2.3% |
| 39 | -8 | Nestea | 112 | 60.5% | 9.3 | -23.5% |
| 40 | -1 | UFC | 110 | 69.8% | 7.9 | -6.1% |
| 41 | +4 | Yakult | 106 | 40.7% | 13.1 | 5.1% |
| 42 | -5 | Young's Town | 104 | 39.6% | 13.2 | -17.1% |
| 43 | -2 | Hansel | 103 | 65.3% | 7.9 | -6.7% |
| 44 | -6 | Joy Ultra(Dishwash) | 102 | 52.0% | 9.9 | -18.2% |
| 45 | +2 | Fudgee Barr | 98 | 58.9% | 8.4 | 1.6% |
| 46 | -2 | Argentina | 98 | 65.8% | 7.5 | -4.8% |
| 47 | +3 | Close-Up | 97 | 57.9% | 8.4 | 4.3% |
| 48 | = | Del Monte | 96 | 66.1% | 7.3 | -0.4% |
| 49 | -3 | Johnson´s | 92 | 75.6% | 6.1 | -8.4% |
| 50 | +2 | Quickchow | 88 | 29.6% | 15.0 | -0.9% |
Globally, Coca-Cola is the most chosen brand, penetrating 44 percent of the world population and being purchased 13 times by the average households weekly. Colgate follows at second place, while Nescafé, Maggi and Pepsi complete the top five.
"Beverages continue to dominate the national rankings, with milk, coffee and carbonated soft drinks retaining their popularity," the study said. "[But] two countries have a new number one brand this year: Philippines and Russia."
Russia's dairy brand Prostokvashino has overtaken its former top cheese brand Rossiyskiy.