URC products among ‘most chosen consumer brands in Asia’

Published September 6, 2021, 4:33 PM

by Bernie Cahiles-Magkilat

Global consulting firm Kantar has named segment-leading products made by Universal Robina Corp. (URC) as among the “most chosen consumer brands across Asia”, amid a shift in consumer behavior as a result of challenges brought on by the Covid-19 pandemic.

Payless instant noodles was named as the Philippines’ “fastest-rising brand”. The brand reached 2.3 million more homes last year.

“Payless’ proposition played a large part in its success,” Kantar said.“Positioning the brand as value for money, yet still delicious, is proving to be a winning formula for Payless”.

Great Taste, meanwhile, was among the Philippines’ most chosen brands in the beverage sector, as instant coffee, like instant noodles, remains a household staple, especially now. The coffee brand also ranked 13th in the most chosen FMCG brands in the country.

Kantar also highlighted snacking brands Nova and Piattos as among the “fastest risers” and most chosen food brands.

Nova reached 1.1 million more homes last year.

“The brand also adopted well to the changes in the channel landscape as the lockdown forced sari-sari stores to close,” said Kantar. ”Hypermarkets and supermarkets remained resilient and Nova was able to leverage on its strong position in these channels, helping ensure availability.”

In Vietnam, meanwhile, C2 was listed as among Top 3 fastest-growing brands in urban Vietnam, according to the Vietnam Brand Footprint by Kantar Worldpanel. It remains as the leading ready-to-drink tea brand in Vietnam.

URC Vietnam believed that by providing greater value and greater satisfaction in every bottle they sent out to the market, investing to strengthen the brand love, and constantly innovating, they can grow and win the support of Vietnamese consumers. Despite the impact of the pandemic, over the last 12 months, they have successfully introduced four new products to the market.

URC’s Chief Marketing Officer Mian David said URC’s rankings in Kantar’s list shows that the company has been adapting well to a shift in the way consumers purchase their food needs.

Consumers are spending more time at home and are more mindful with their purchases, focusing more on what is essential rather on what they want.

“Even in these difficult times, URC aims to delight our consumers with good food choices. The wide reach of our brands allows us to live that purpose everyday” said David.