10 brands Filipinos buy the most





Research firm Kantar Worldpanel released on Friday, May 3, the "Brand Footprint" ranking, a new metric that Kantar is pioneering to help understand how fast-moving-consumer-goods (FMCG) are being bought -- and how often -- by consumers.

TOP 10 FMCG BRANDS in the PHILIPPINES in terms of "Brand Footprint"
RANK BRAND CONSUMER REACH POINTS (Million) PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS (% growth, 2012 v 2011)
1 NESCAFE 985 94.3% 54 -7%
2 LUCKY ME 957 98.1% 50 -11%
3 SURF 538 88.4% 31 -4%
4 MILO 497 86.2% 30 2%
5 AJINOMOTO 459 86.2% 27 -2%
6 BEAR BRAND 449 87.9% 26 4%
7 PALMOLIVE 444 82.7% 28 7%
8 SILVER SWAN 421 81% 27 6%
9 OISHI 417 87% 25 6%
10 SAFEGUARD 384 93.3% 21 2%

"In the Philippines, the combination of heritage and active adaptation to the evolving tastes and attitude of the market have kept brands like Nescafe, Milo, Ajinomoto, Bear Brand, Palmolive, Silver Swan and Safeguard with the biggest brand footprint in the market,” Fabrice Carrasco, Managing Director of Kantar Worldpanel in Vietnam, Indonesia and Philippines, said.

TOP 10 BRANDS in ASIA:
RANK BRAND CONSUMER REACH POINTS PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS
1 COLGATE 2,002 62.6% 6 7%
2 LIFEBUOY 1,732 41.1% 8 1%
3 NESCAFE 1,464 23.7% 12 -4%
4 PANTENE 1,150 34% 7 1%
5 LUX 856 44.2% 4 -9%
6 SURF 844 17.7% 9 -2%
7 MAGGI 836 23.4% 7 12%
8 PEPSODENT 831 20.8% 8 -1%
9 TIDE 812 34.9% 5 13%
10 AJINOMOTO 756 9.5% 15 -1%


TOP 10 GLOBAL BRANDS:
RANK BRAND CONSUMER REACH POINTS PENETRATION FREQUENCY OF PURCHASE CONSUMER REACH POINTS
1 COCA-COLA 5,295 43.9% 14.7 0%
2 COLGATE 3,330 65.4% 6.2 5%
3 NESCAFE 2,270 26% 10.6 -2%
4 PEPSI 1,797 27.9% 7.9% 2%
5 LIFEBUOY 1,751 27.3% 7.8 1%
6 MAGGI 1,580 26.7% 7.2 4%
7 PANTENE 1,456 31.9% 5.6 -2%
8 KNORR 1,290 27.6% 5.7 1%
9 LAYS 1,146 26% 5.4 2%
10 DOVE 1,117 33.7% 4 18%

This study covered the most chosen FMCG brands across 32 countries from four continents (Asia, Latin America, Europe and North America) comprising 823 million households, Kantar said.

The lists are based on the following:

  • Consumer Reach Points, a new indicator of a brand's "strength." It calculates how many households a brand is reaching and how frequently shoppers purchase the brand and its variants or formats.
  • Penetration, or how many households purchased a brand at least once in 2012
  • Frequency of purchase, or the average number of times households bought the brand


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