Kantar latest 2023 Brand Footprint Report has identified instant noodles and coffee to be the fastest selling consumer goods in the Philippines with major brands like Lucky Me, Nescafe and Kopiko maintaining brand prominence.
The report tracked the spending patterns of 5,000 households in the country over a 1 year period which ended in October 2022.
Lucky Me brand of instant noodle has retained its top spot as the most popular brand of food and beverage products during the period. Roughly 98.9% of those surveyed bought the product. The report also highlighted that Lucky Me scored a total of 911 million Consumer Reach Points (CRP), the measuring index used by Kantar in determining brand penetration. CRP takes into account the number of households in a country, the percentage of households buying the brand and the number of interactions with such brand across categories.
Ranked 2nd and 3rd place are coffee brands Nescafe and Kopiko, garnering a CRP of 688 and 662 respectively. Fourth is condiment brand Silver Swan with CRP of 585 CRP, followed by soft drink brand Coca-Cola (488 CRP).
Other Top 10 brands include Nestle’s Bear Brand milk, Surf laundry detergent, Maggi noodles, Great Taste coffee and Datu Puti vinegar.
Kantar spokesperson Bea Coronel said that Filipinos have been spending more for their FMCG needs, especially in 2022 when the world emerged from the pandemic, when life resumes back to normal.
Apart from the top brands, Coronel said that 57% of small brands, i.e. brands that reach to less than 10% of Filipino shoppers, have also enjoyed growth in the past year.