Industry News

Lucky Me, is the Most Chosen Brand in the Philippines, Kantar Worldpanel Brand Footprint Reveals

lucky-meKantar Worldpanel, the world leader in consumer knowledge and insights based on consumer panels, recently released its 2013 Brand Footprint report, a global ranking of the most chosen consumer brands. According to their findings, Lucky Me is now the most chosen brand in the Philippines.

A local noodle brand, Lucky Me reaches 98% of households and is bought by the average household every week. It has taken the place of Nescafe, which held the no. 1 position in 2012. . A new entrant into the top 10 most chosen brands category, Great Taste, 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 brand has attracted consumers with its coffee mixes – the three-in-one sachet which includes milk, coffee and sugar – which have replaced the traditional black ‘pure coffee’.

The Brand Footprint ranking reveals the brands that are being bought by more people, the most often in 35 countries around the world, across the food, beverage, health and beauty and homecare sectors. The report outlines the winning strategies that most successful global FMCG brands are employing as well as key global industry trends.

The 10 Most Chosen Brands in the Philippines revealed by Kantar Worldpanel’s Brand Footprint study are:

Rank Brand Consumer Reach Points (Million) Penetration

%

Frequency of purchase Consumer Reach Points Growth % 2013 v 2012

1

Lucky Me

893

98.20%

45.5

0.10%

2

Nescafe

893

93.30%

47.9

-9.80%

3

Surf

565

89.30%

31.7

4.70%

4

Palmolive

475

82.60%

28.8

6.30%

5

Milo

471

85.50%

27.6

-5.60%

6

Bear Brand

452

88.30%

25.6

0.20%

7

Ajinomoto

416

82.00%

25.4

-8.70%

8

Safeguard

398

93.50%

20.8

0.80%

9

Oishi

388

87.40%

22.2

-4.40%

10

Great Taste

363

62.30%

29.2

72.60%

 

Among the Top 10 Rising brands in the Philippines in 2013, 2/3 are non-food brands. This is in contrast to 2012 where only 4 brands were non-food in nature – of which Sunsilk is the only brand present in both years. More aggressive communication efforts by these brands could have influenced their growth.

Dove, which is the 2nd top rising brand in the Philippines, next to Great Taste, moved 16 places higher, and hence entered the top 10 most chosen brands in Health and Beauty. A Unilever brand, Dove which is present in various categories such as Haircare, skincare and deodorants has communicated to consumers in a highly impactful way.

Additionally, six of these rising brands are included in the Top 20 Global Brand Footprint ranking (Dove, Downy, Sunsilk, Maggi, Knorr, Palmolive). Bonux 3 In 1, despite being a relatively new brand in the Philippines, remains to be a Top Riser by continuously attracting buyers with its low price to purchase the brand

The 10 Top Rising Brands in the Philippines revealed by Kantar Worldpanel’s Brand Footprint study are:

2013 Rank Rank Movement

Brand

Consumer Reach Points (Million)

Consumer Reach Points Growth % 2013 v 2012

10

+12

Great Taste

363

72.6%

37

+16

Dove

118

35.3%

17

+6

Bonux 3 In 1

276

35.2%

22

+4

Downy

218

21.1%

36

   +7

Piattos

124

20.0%

23

+1

Sunsilk

215

15.3%

11

+1

Maggi

359

8.3%

28

+5

Knorr

157

7.8%

30

+5

Zonrox

149

7.6%

4

+3

Palmolive

475

6.3%

 

Other brand and category highlights for the Philippines in the Brand Footprint ranking include:

  • Beauty-conscious shoppers – Filipinos’ high regard for looking after their skincare and haircare needs appear evident with Dove (+35.3%), Silka (+21%), and Sunsilk (+15.3%) entering the fastest rising brands within the health and beauty sector.
  • Desire for convenience – The needs of time-poor consumers, changing social habits and on-the-go eating are creating the desire for food options which are easy to prepare and to eat. Brands such as Lucky Me!, Maggi, Knorr offer quick alternatives to traditional cooking, while Food Top-Riser Piattos leads the way for snacks. For beverages, coffee mixes such as Great Taste have been attracting consumers away from traditional black coffee, while C2 enters the Top 20 Beverage brands in the Philippines.
  • Rise of Hygienic products – Categories such as panty liners, and sanitary protection addressing hygienic needs post growth with EQ and Sisters, posting 3.3% and 16.7% growth in Consumer Reach Points respectively, are just some local brands moving up the health and beauty sector in the Philippines.