Local instant noodle brand, Lucky Me, regains the top spot as the most chosen brand by Filipino consumers in 2015 based on The Brand Footprint research of Kantar Worldpanel.
The study showed 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.
The top brand, Lucky Me, reached 98 percent of Filipino homes and is being purchased 40 times in a year, on average.
Runner-up Nescafe maintains a steady penetration of 92 percent but has been bought four times 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).
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 out of the 10 risers are local brands, which also banked on campaigns and celebrity endorsements.
Kantar Worldpanel’s Brand Footprint study covers 44 countries around the world, across the food, beverage, health and beauty and homecare sectors.
On its 4th year, Kantar Worldpanel’s Brand Footprint ranking reveals the brands that are being bought by the most people, the most often, in 44 countries around the world, across the food, beverage, health and beauty and homecare sectors.
The report outlines the winning strategies that the most successful global FMCG brands are employing as well as the key global consumer and industry trends.