Six brands from food and beverage firm Universal Robina Corp. (URC) remain top choices for millions of Filipino households, according to the Kantar Group’s latest Brand Footprint report.
Three of these brands – C2, Nissin, and Cream All – climbed higher in the annual rankings released by the influential global consulting firm.
The company’s iconic Great Taste coffee brand is ranked in the top 10 most chosen brands in both the Total FMCG (fast-moving consumer goods) and beverages sectors, while Piattos continues to be a top choice in the food brand category.
Payless, meanwhile, landed in the list of 20 most chosen food brands for the first time.
“We are happy to see that our well-loved brands are reaching even more Filipinos, delighting them with good food choices every day,” said Mian David, URC’s chief marketing officer and managing director of URC International.
“This report also inspires us to continue giving Pinoys products of superior quality and value. Indeed, Great Taste, C2,Piattos, Payless, Nissin and Cream All are just some of our brands loved by Filipinos across generations,” she added.
Six of URC's brands, namely C2, Cream All, Great Taste, Nissin, Payless, and Piattos, are among the most chosen food brands in the country according to the latest Brand Footprint report from Kantar WorldGroup. IMAGE URC
Kantar’s Brand Footprint study uses a metric called “consumer reach points” (CRP), which measures a brand’s strength based on how many shoppers are buying the brand and how often.
It essentially shows which brands are winning at the point of purchase.
“Filipinos are now spending more on FMCG, presenting a bigger opportunity for more brands to win. Among these brands, many of them are able to do so with improved penetration,” said Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel division.
One of URC’s standout brands is Great Taste coffee, which amassed 440 million CRP, securing the eighth position in the FMCG category and ranking fourth among beverages. Meanwhile, ready-to-drink tea brand C2 saw a significant boost, with its CRP increasing by 25% to 32 million, earning it the 14th spot among brands in the beverage sector.
This increase for C2 was driven by 281,000 additional households purchasing the product in 2023, a result of the brand’s improved presence in groceries, sari-sari stores, and market stalls.
In the food sector, URC’s snack brand Piattos retained its seventh-place ranking, while Nissin instant noodles climbed to the 16th position. Notably, another URC instant noodles brand, Payless, entered the Top 20 with a CRP of 74 million, ranking 19th in the food sector and 50th overall in FMCG. Its core variant, The Payless Xtra Big, remains a big draw, while the newly launched Payless Sakto is already gaining significant traction.
URC’s Cream All brand also saw success, advancing to 19th place in the dairy category.
As part of Kantar, Worldpanel provides brands and retailers with a unique, 360-degree understanding of consumer behavior across the globe. Worldpanel continuously monitors shopping behavior to shape the brands of tomorrow by better understanding people everywhere.
URC’s continued success in Kantar’s Brand Footprint report underscores the enduring popularity of its brands. Guided by its mission to delight consumers with high-quality products, the company remains committed to expanding its offerings to meet the evolving tastes and needs of Filipino households and a growing customer base on the international front.
For more information on URC, visit urc.com.ph
