Birch Tree brand saw highest growth with the smaller sachets

It is often said that packaging forms a crucial part of consumer decision making process prior to purchase.
This was proven when Dairy brand Birch Tree saw the highest growth in brand preference in the Philippines in 2019 due to the demand for its smaller milk sachets, according to a report from Kantar Philippines.
Kantar’s Worldpanel division in the Philippines disclosed the findings in its 2020 Asia Brand Footprint report that the brand reached 4 million households in 2 years as its 33g sachets provided an affordable milk alternative to the bigger packs. The brand focused on selling at the smaller sari-sari stores targeting to middle and lower income Filipinos that form the majority of household milk shoppers.
Birch Tree is manufactured by Century Pacific Food, Inc.
Meanwhile, noodle brand Lucky Me retained its spot as the most preferred brand in the Philippines for the 5th consecutive year in 2019. The report revealed that 97.2% of Philippine households bought the product more than 35 times in a year. Food brands command strong positions in the rankings with Lucky Me at the top followed by Nescafe which had reached to more than 82% of households, while condiment brand Silver Swan, coffee brand Kopiko, detergent brand Surf, and milk company Bear Brand were ranked from 3rd to 6th. Meanwhile, global brand Coca-Cola jumped to the 9th spot from 17th in previous year after it reformulated and executed an effective stock keeping unit or inventory tracking, Kantar said. The brand reached 73.5% of households.
The Kantar report was based on a 52-week study between November 2018 to October 2019. Kantar Philippines Worldpanel Division General Manager Marie-Anne Lezoraine said that the brands maintained their spots because they constantly adapted their portfolio to new consumer needs, and conveyed this in their communications. She however added that ‘Price’ remains an important factor for Filipino shoppers.
The Kantar report also highlighted stronger interest across Asia in hygiene, cooking, and baking essential products during the COVID-19 pandemic.