Philippines still instant noodle country, Kantar study shows

Instant noodle brand Lucky Me has emerged as the most chosen brand among cheap, fast-selling consumer goods in the Philippines over the past 10 years, highlighting its place in the diet of a country of more than 110 million people.

The 2022 edition of the Asia Brand Footprint, a report published yearly by global data, insights and consulting company Kantar’s Worldpanel Division, said the easy-to-cook noodles manufactured by Monde Nissin Corp. had the highest rating among FMCG brands and was bought by 98.4 percent of households over the past decade.

The report said it also scored a high of 778 million Consumer Reach Points (CRP), the measuring index used by Kantar in determining brand penetration.

The CRP takes into account the number of households in a country, the percentage of households buying the brand, and the number of interactions with the said brand across categories.

Other brands that made it to the top 10 in the 2022 report include Silver Swan soy sauce, Nestlé’s Bear Brand powdered milk, Nescafé coffee, Surf laundry detergent, Kopiko coffee, Coca-cola soft drink, Datu Puti vinegar, Palmolive shampoo and Safeguard soap.

Kantar Philippines Client Manager Bea Coronel said that high penetration and frequency drive brand growth.

“88 percent of brands in the country have achieved growth this way during the last 10 years. These FMCG brands have been successful in finding more shoppers and reaching them at the right moment to win their households over via their shopping baskets,” she said in a statement.

According to Kantar, brand growth can be achieved if local companies can maintain a constant level of penetration amid a growing population. INQ