Despite the makeover backlash, Lucky Me is still Pinoys’ top brand

Kopiko fastestgrowing brand in PH in 2015, according to Kantar study

LOCAL instant noodle brand, Lucky Me, regained the top spot as the most chosen brand by Filipino consumers in 2015.

The Brand Footprint research of Kantar Worldpanel notes that the 2013 topnotcher has once again led the 340 fast moving consumer goods (FMCG) brands in the Philippines.

Lucky Me recorded a total of 871 million Consumer Reach Points (CRPs), overtaking previous leader, Nescafe (812 million CRP), by 59 million points.

On its fourth year, Kantar Worldpanel’s Brand Footprint study continues to measure the strength of the brands through Consumer Reach Points (CRPs).

This 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 (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 analyzed a total of 17 billion shopper decisions and 105 categories.

Number 1 brand, Lucky Me, reaches 98 percent of Filipino homes and is being purchased 40 times a year, on average.

The brand, however, received a social media backlash last year when it introduced a “makeover” to its popular pancit canton.

Fans complained they wanted the original taste of their iconic go-to food.

Meanwhile, the second best brand, Nescafe, maintained a steady penetra- tion rate of 92 percent but was bought four times less in 2015 (from 44.6 to 40.4 times).

Rounding up the top five of the Kantar Brand Footprint study are: Surf (659 million CRP), Great Taste (566 million CRP) and Palmolive (560 million CRP).

The table here shows the 10 most chosen brands in the Philippines, according to Kantar Worldpanel’s Brand Footprint study.

Kantar Worldpanel Philippines also featured brands that grew the fastest in terms of CRPs.

On top of the list is Kopiko, which moved five places up, now at 11th. Kopiko attracted an additional 1.5 million more homes versus the previous year and was purchased four 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.

Not far behind is Ariel with a 10point increase in penetration rate, enough to enter into the Top 50 this year. Ariel’s rapid growth is attributed to its 70-gram sachet, which is being heavily promoted in a viral TV commercial.

Five out of the 10 risers are local brands, which also banked on campaigns and celebrity endorsements.