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Lucky Me! tops Philippines' 50 most popular brands

Shoppers choose products at a Manila supermarket. Analie Astorga-Motilla/CC BY-NC-ND

MANILA, Philippines — A top consumer research firm recently revealed the 50 most popular fast-moving consumer goods or FMCG in the Philippines in a comprehensive study of global brands that "make themselves matter to consumers."

International firm Kantar Worldpanel's Brand Footprint 2014 ranked Monde Nissin's Lucky Me! as the most chosen brand earning consumer reach points of 893 mainly due to having reached 98.2 percent of the Filipino population.

"Noodle brand Lucky Me! is the most the most purchased brand in the Philippines ... it is bought by the average household every week," the researchers said in the study.

Pancit canton, among the products in the Lucky Me! line, named the most purchased brand by the 96 million-strong Philippine population. Daniel Go/CC BY-NC

Lucky Me! unseated Nescafé in the top spot. The coffee brand, now at second place, declined the past year as Filipino shoppers move to other local coffee brands such as Great Taste.

"Great Taste, one local challenger, has added three million households this year. It moved 12 positions up the country ranking and is one of the Philippines' top three risers," the firm, led by Josep Montserrat, said.

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The study pointed out that Great Taste's new coffee mixes captured some of Nescafé's market.

The two other remarkable gainers in 2014 are beauty brand Dove, which leaped 16 places to 37th, and laundry soap Bonux 3 in 1 climbing 6 places to 17th.

Laundry soap Surf (565 points), beauty product Palmolive (475 points) and chocolate drink Milo (571 points) are ranked third to fifth, respectively.

Completing the next five places as most preferred brands are Bear Brand milk, Ajinomoto seasoning, Safeguard soap, Oishi snacks and Great Taste coffee.

2013 Rank Rank Movement Brand Name Consumer Reach Points Penetration % Frequency Consumer Reach
Points Growth %
1 +1 Lucky Me 893 98.2% 45.5 0.1%
2 -1 Nescafé 893 93.3% 47.9 -9.8%
3 = Surf 565 89.3% 31.7 4.7%
4 +3 Palmolive 475 82.6% 28.8 6.3%
5 -1 Milo 471 85.5% 27.6 -5.6%
6 = Bear Brand 451 88.3% 25.6 0.2%
7 -2 Ajinomoto 416 82.0% 25.4 -8.7%
8 +1 Safeguard 388 93.5% 20.8 0.8%
9 -1 Oishi 387 87.4% 22.2 -4.4%
10 +12 Great Taste 363 62.3% 29.2 72.6%
11 +1 Maggi 359 84.9% 21.2 8.3%
12 -2 Silver Swan 349 79.9% 21.9 1.1%
13 = Colgate 343 94.0% 18.3 3.7%
14 -3 Creamsilk 332 72.7% 22.9 -1.5%
15 -1 Kopiko 298 64.2% 23.3 -7.9%
16 -1 Coca-Cola 292 72.5% 20.2 -1.8%
17 +6 Bonux 3 In 1 276 67.1% 20.6 35.2%
18 = Tang 246 82.3% 15.0 -1.2%
19 +1 Datu Puti 242 74.8% 16.2 6.2%
20 -3 Tide 231 67.4% 17.2 -13.4%
21 -5 Champion 222 59.6% 18.7 -16.8%
22 +4 Downy 218 74.4% 14.7 21.1%
23 +1 Sunsilk (Sedal) 215 61.9% 17.4 15.3%
24 -3 Head & Shoulders 197 60.0% 16.5 -8.8%
25 -6 Coffee Mate 185 63.1% 14.7 -23.7%
26 -1 Skyflakes 179 81.0% 11.1 -2.1%
27 +1 Eight O' Clock 165 57.3% 14.5 5.1%
28 +5 Knorr 157 65.2% 12.1 7.8%
29 -2 Rebisco 154 74.9% 10.3 -9.1%
30 +5 Zonrox 149 63.6% 11.8 7.6%
31 +5 Alaska 141 74.8% 9.5 3.5%
32 = Rc Cola 138 31.3% 22.1 -5.7%
33 -3 Energen 133 47.4% 14.1 -11.0%
34 -5 Rejoice 130 47.8% 13.7 -16.5%
35 -1 Speed 127 46.9% 13.6 -10.6%
36 +7 Piattos 124 65.5% 9.5 20.0%
37 +16 Dove 118 50.9% 11.7 35.3%
38 +2 Pantene 115 49.9% 11.6 2.3%
39 -8 Nestea 112 60.5% 9.3 -23.5%
40 -1 UFC 110 69.8% 7.9 -6.1%
41 +4 Yakult 106 40.7% 13.1 5.1%
42 -5 Young's Town 104 39.6% 13.2 -17.1%
43 -2 Hansel 103 65.3% 7.9 -6.7%
44 -6 Joy Ultra(Dishwash) 102 52.0% 9.9 -18.2%
45 +2 Fudgee Barr 98 58.9% 8.4 1.6%
46 -2 Argentina 98 65.8% 7.5 -4.8%
47 +3 Close-Up 97 57.9% 8.4 4.3%
48 = Del Monte 96 66.1% 7.3 -0.4%
49 -3 Johnson´s 92 75.6% 6.1 -8.4%
50 +2 Quickchow 88 29.6% 15.0 -0.9%

Globally, Coca-Cola is the most chosen brand, penetrating 44 percent of the world population and being purchased 13 times by the average households weekly. Colgate follows at second place, while Nescafé, Maggi and Pepsi complete the top five.

"Beverages continue to dominate the national rankings, with milk, coffee and carbonated soft drinks retaining their popularity," the study said. "[But] two countries have a new number one brand this year: Philippines and Russia."

Russia's dairy brand Prostokvashino has overtaken its former top cheese brand Rossiyskiy.

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