Brand Footprint 2017 Launch

For the 2nd straight year, local instant noodle brand, Lucky Me, remains as the most chosen brand by Filipino consumers in 2016. Lucky Me continues to outpace 460 fast moving consumer goods (FMCG) brands in the Philippines, according to the latest Brand Footprint report of Kantar Worldpanel. Lucky Me garnered a total of 851 million Consumer Reach Points (CRPs), 30 million points ahead of 2nd placer, Nescafe with 821 million CRPs.

On its fifth year, Kantar Worldpanel’s Brand Footprint study uses Consumer Reach Points (CRPs) in measuring the strength of the brands. This innovative metric 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 18 billion shopper decisions of 24 million Filipino households, covering 460 brands in 2016

Number 1 brand, Lucky Me, has the most number of buying households, reaching 99% of Filipino homes. At the same, it is being purchased 39 times in a year, on average. 2nd-ranked Nescafe maintains a 92% penetration and has been bought 40.3 times in 2016. Completing the top 5 are: Surf (705 million CRP), Palmolive (594 million CRP) and Great Taste (573 million CRP).

The 10 Most Chosen Brands in the Philippines in Kantar Worldpanel’s Brand Footprint study are as follows:

Learnings from Fastest Risers

Kantar Worldpanel Philippines also lists brands that are growing the fastest in terms of CRPs. The fastest riser in 2016 is Nesfruta, which moves 45 places up, now ranked 69^th. Nesfruta wins additional 2.8 million more homes than last year and is also purchased 5 times on average. Nesfruta’s growth is attributed to the launch of its new flavors, melon and guyabano, supported by TV commercials. 

Oishi, at 2^nd place, enters the Top 10 for the first time. The local snacks brand is purchased 7 times more than last year (from 17.2 times to 24.3 times in a year) and now has 495 million CRPs. Apart from celebrity endorsements, Oishi has also been active on social media, with 250,000 followers on Facebook. Third fastest riser, Ariel, continues to move up the ranking, now at 33^rd. Higher purchase frequency (from 8.5 times to 10.8 times) helped sustain its growth, highest among non-food brands.

5 out of the 10 risers are local brands, namely Oishi, Energen, Pride, Nissin and Fita, which are all active in above-the-line and below-the-line promotions.

The complete list of Top 10 fastest risers in 2016 are as follows:

About Brand Footprint

To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit www.brandfootprint-ranking.com

On its 5th year, Kantar Worldpanel’s Brand Footprint ranking reveals the brands that are being bought by the most people, the most often, in 43 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.

Brand Footprint Methodology

Kantar Worldpanel’s Brand Footprint is based on research from 73% of the global population; a total of 1.1 billion households across 43 countries, and 75% of the global GDP. The complete ranking analyses 15,300 brands and 300 billion shopping decisions.  Kantar Worldpanel tracks 200 FMCG categories around the world across the beverages, food, health and beauty, homecare, alcoholic drinks, confectionery and nappies sectors.

The ranking is based on an innovative metric created by Kantar Worldpanel called Consumer Reach Points, which measures every time a consumer chooses a brand. The data for this year’s ranking was collected over the 52 week period between October 2015 and October 2016. All data relates to purchases that are brought into the home