Lucky Me, Nescafé are top brands among Pinoys
Local instant noodle brand, Lucky Me, has regained the top spot as the most chosen brand in the Philippines after reaching 98 percent of Filipino homes, followed by the previous top notcher Nescafe.
The Brand Footprint research of Kantar Worldpanel noted that Lucky Me has once again led the 340 fast moving consumer goods (FMCG) brands in the Philippines.
On its fourth year, Kantar Worldpanel’s Brand Footprint study continues to measure the strength of the brands through Consumer Reach Points (CRPs).
This innovative metric, which has been the basis of the ranking since the study commenced in 2012, measures how many households around the world are buying the brand and how often are they purchasing it.
In the Philippines, the study analyzed a total of 17 billion shopper decisions and 105 categories.
In its latest study, it turns out that the number one brand, Lucky Me, reached 98 percent of Filipino Homes and is being purchased 40 times in a year, on average.
Runner-up Nescafé, on the other hand, maintained a steady penetration of 92 percent but has been bought four times less frequently in 2015, from 44.6 to 40.4 times.
Completing the Top 5 of the Kantar Brand Footprint study are Surf, Great Taste, and Palmolive.
Kantar Worldpanel Philippines also featured brands that are growing the fastest in terms of CRPs.
On top of the list is Kopiko, which moves five places up.
Kopiko attracted an additional 1.5 million more homes in 2015 and is also purchased 4 times more on average, making it the fastest riser in 2015.
The campaigns for its new variant, Café Blanca, have been instrumental in boosting Kopiko’s ranking.