According to a global study, Filipino consumers consistently favor URC brands

Filipinos continue to embrace Universal Robina Corp.’s (URC) market-leading products, as seen by the company’s strong ranking among customers’ top FMCG brands. According to Kantar’s Brand Footprint analysis for 2022, Great Taste coffee was placed ninth among fast-moving consumer goods (FMCG) and fourth among beverage brands in the Philippines.

The brand was ranked fourth in 2021 as well, however it went up from 15th in 2021 in the FMCG category.

A metric known as a “consumer reach point” (CRP), which gauges a brand’s strength based on how many consumers are buying the brand and how frequently, is used in the study by prestigious consulting firm Kantar Group. From 283 million in 2022 to 424 million in 2023, Great Taste recorded CRPs. 75.8% of all shoppers bought it, and 20 times a year, it was chosen.

The new GT Supreme was just added to the brand’s lineup as it continues to grow.

The top 20 food brands in the Philippines included two more URC products.

For the third consecutive year, Piattos made the list, coming in at number seven with 183 million CRPs. With 74 million CRPs, Nissin, a recent entry, landed in 19th place.

“Piattos continues to grow as it’s able to reach more shoppers, winning 1.2 million more homes in the past year, especially via sari-sari stores where it recruits more than 80 percent of its buyers,” said Pearl Benjamin, Senior Account Manager for Kantar Worldpanel.

The beverage category rating of URC’s C2 ready-to-drink tea increased from 19th in 2022 to 16th in 2023.

Chief Marketing Officer of URC Mian David stated, “This study highlights the sustained quality, cost-effectiveness, and lasting allure of our brands for consumers.” Providing healthy food options to consumers has always been our top priority.

The study’s findings, she continued, “showcase the resilience and adaptability of our brands.” 

In addition to these well-known brands, URC also makes the decades-long favorites Maxx candy and Cream-O cookies. URC, one of the biggest producers of food and drink in the nation, is becoming more and more prominent in ASEAN. Among its top regional brands are Lexus, Tivoli, and Fun-O.

Kantar, which was established in 1992, currently represents 15,300 brands across 43 nations. It is the recognized authority on consumer behavior worldwide. According to Kantar’s Brand Footprint survey, URC’s Great Taste has continuously been rated among the brands that Filipinos choose.

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