Food and beverage (F&B) products dominate the Top 10 Most Chosen FMCG (Fast-Moving Consumer Goods) Brands by Filipinos in 2022, according to an analysis by Kantar, world's leading data, insights and consulting company. 

Kantar Philippines' Worldpanel Division Client Manager Bea D. Coronel, on Friday, Sept. 1, presented during a virtual presser its Brand Footprint 2023, which shows the ranking of FMCG companies based on their Consumer Reach Points (CRP).

The analysis seeks to unravel the penetration or the proportion of households that buy the brand, and the consumers' choice or the total number of times the brand is chosen by Filipinos within a 12-month period.

As shown in this year’s Brand Footprint, from October 2021-October 2022 data covering 5,000 households, Lucky Me ranks No. 1 FMCG brand picked by Filipinos in 2022, the same as last year’s report.

Based on Kantar's data, 98.9 percent of neighborhood households—or about 27.4 million shoppers—bought Lucky Me. The brand was chosen by these households 911 million times annually, or 33 times on average. 

Coffee brands Nescafé (688 CRP) and Kopiko (627 CRP) are in second and third place, respectively. With 585 CRP, Silver Swan, a staple in Filipino cooking, is ranked fourth. Coca-Cola, a soft drink company, received 488 CRP to place in the top 5. 

Coronel claims that the Brand Footprint tries to record a crucial time when Filipinos make their FMCG purchases. 

“Filipinos have been spending more for their FMCG needs, especially in 2022 when we came out of the pandemic and our lifestyles began to shift and return to normalcy. There is now a higher demand for FMCG and companies must be able to capitalize on that split second when shoppers decide and choose one brand over another. At Kantar, we capture that powerful moment using the CRP measure in order to reveal which brands are consistently winning their way into the shopping baskets of Filipinos,” said Coronel.   

Other F&B goods that made it to the list are Bear Brand (6th with 482 CRP), Maggi (8th with 431 CRP), Great Taste (9th with 424 CRP), and Datu Puti (10thwith 406 CRP). While Surf earned 467 CRP in seventh position, the only home care brand to break into the Top 10.  

Coronel also showed that 61 percent of the nation's brands are expanding despite inflationary pressures. The majority of companies, from small brands to super brands, are gaining high penetration in Filipino households. Interestingly, 57 percent of small brands—those that reach fewer than 10 percent of Filipino consumers—have seen growth in the previous 12 months.   

“When brands grow bigger, they are likely to increase in reach through a combination of penetration and frequency… When combined, these two factors allow brands to win and gain more loyal shoppers,” she interpreted.

In 2022, 96 percent of winning brands expanded through wider penetration, with 57 percent through higher penetration and purchase frequency, and 38 percent through penetration alone.

Kantar further provided a list of four growth levers that companies may utilize to keep their penetration rates stable despite an expanding population. This includes more presence (increasing the number of locations close to customers), more categories (expanding the range of available products to draw customers), innovation (adding new variants to meet changing customer needs), and more moments (continuing to be relevant and accessible at as many points of consumption as possible).

She also noted that FMCG companies gain competitive CRP and make the Top 10 Most Favored companies list of Kantar's Brand Footprint report have more chances of dropping in Filipinos' shopping baskets.(Ma. Joselie C. Garcia)