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Lucky Me still most chosen consumer brand in the Philippines — study

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LUCKY ME is the most chosen brand in the Philippines, according to Kantar Worldpanel’s Brand Footprint. — WWW.FACEBOOK.COM/LUCKYME.PH

INSTANT NOODLE brand Lucky Me was the most preferred brand in the Philippines in 2017, according to Kantar Worldpanel’s annual report on the most chosen brands.

According to Brand Footprint report, Lucky Me retained its position as the most chosen brand in the country for the third straight year. The instant noodle brand is manufactured by Monde Nissin.

“Lucky Me managed to be chosen by shoppers on the shelves 812 million times. Number 1 brand, Lucky Me, has the most number of buying households, reaching 98% of Filipino homes. At the same, it is being purchased 36 times in a year,” the report said.

Nescafé and Surf ranked second and third on the list, reaching 88% and 91% of households, respectively. Nescafé was the most chosen brand in the beverage category, while Surf was the most preferred brand in home care category.

Rounding out the list of 10 most chosen brands in the Philippines are Silver Swan, Palmolive, Bear Brand, Great Taste, Milo, Kopiko, and Ajinomoto.

The Brand Footprint study measured how many households bought each fast-moving consumer goods (FMCG) brand, and how many times they did it within the year. For the Philippines report, it analyzed 17 billion shopper decisions of 23 million Filipino households, covering 530 brands in 2017.

“Palmolive, Creamsilk and Safeguard are the three most chosen brands in the health and beauty sector whereas the Top 3 brands in home care are Surf, Downy, and Champion,” the report said.

Out of the top 50 most preferred brands in the Philippines, 20 are local brands.

“Strategies aiming to get new consumers are consistently more successful that those ones aiming to increase loyalty and frequency of consumption. Brands wanting to grow have to prioritize finding new shoppers to buy the brand,” Alex Duterrage, general manager of Kantar Worldpanel Philippines, was quoted as saying in the statement.

At the same time, the Brand Footprint report showed there are 17 FMCG brands that are chosen by consumers more than one billion times a year around the world.

Globally, Coca-Cola is the world’s most chosen brand for the sixth straight year, followed by Colgate, Maggi, Lifebuoy and Lay’s. Pepsi, Nescafé, Indomie, Sunsilk and Knorr were also included in the top 10 most chosen brands globally.

Six out of the 17 brands chosen more than one billion times in a year are owned by Unilever, including Lifebuoy, Sunsilk, Knorr, Dove, Lux and Sunlight.

“A lot has been said about the FMCG market being more challenging in recent times, and despite all this, 22 among the Top 50 global brands managed to be chosen by consumers more times in the last 12 months. Growth opportunities are there to be taken, and brands will need to dive deeper to find them because they may not be in the old well-known spots,” Josep Montserrat, CEO of Kantar Worldpanel, said in the same statement.

“Our data shows that out-of-home and growing channels such as e-commerce, discounters, cash and carry outlets and convenience stores are growing faster than the overall FMCG market and it is time to invest more decisively in what consumers are asking for,” he added.