Six brands made by food and beverage firm Universal Robina Corp. (URC) are still among the top choices among millions of Filipino households, according to brand consulting firm Kantar Group’s Brand Footprint report
Three of these brands – C2, Nissin and Cream All – rose in rankings in the yearly study.
Great Taste is among the top 10 most chosen brands in Total FMCG and Beverages sector while Piattos remains among the most chosen food brands.
Payless, meanwhile, landed in the list of 20 most chosen food brands for the first time.
“We are happy to see that our well-loved brands are reaching even more Filipinos, delighting them with good food choices everyday,” said Mian David, URC’s chief marketing officer and managing director of URC International.
“This report also inspires us to continue giving Pinoys products of superior quality and value. Indeed, Great Taste, C2,Piattos, Payless, Nissin and Cream All are just some of our brands loved by Filipinos across generations,” she added.
Kantar’s Brand Footprint study uses a metric called “consumer reach points” (CRP), which measures a brand’s strength based on how many shoppers are buying the brand and how often.
It essentially shows which brands are winning at the point of purchase.
“Filipinos are now spending more on FMCG, presenting a bigger opportunity for more brands to win. Among these brands, many of them are able to do so with improved penetration,” said Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division.
URC’s Great Taste coffee – with 440m CRP – ranked 8th among fast-moving consumer goods (FMCG), and fourth in the beverages sector.
Ready-to-drink tea C2’s CRP rose 25 per cent to 32m, making it the 14th most chosen brand in the beverages sector.
The number of households that bought C2 rose by some 281,000 in 2023, with better presence in groceries, sari-sari stores and market stalls.
In the food sector, snack brand Piattos held on to the 7th spot, while Nissin instant noodles climbed to No. 16.
Another instant noodles brand, Payless, broke into the list of Top 20 brands in the segment with a CRP of 74m, landing in 19th place in the food sector and 50th among FMCG brands.
Core variant Payless Xtra Big is still a big draw, while the still small, newly-launched Payless Sakto is already driving traction for the brand.
Cream All went up to No. 19 in the dairy sector.
As part of Kantar, Worldpanel provides brands and retailers with a unique, 360-degree understanding of consumer behavior across the globe. Worldpanel continuously monitors shopping behavior to shape the brands of tomorrow by better understanding people everywhere.
URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.
