After being hit by a destructive fuss a year ago, alleging that the product contains pesticide, Lucky Me Pancit Canton of Monde Nissin Corporation emerged as the top-chosen fast-moving consumer goods or FMCG and used by the majority of Filipino households, along with nine other staple brands that belong to the food and beverage segment, the latest survey from Kantar said.
According to the 2023 Brand Footprint report of Kantar, covering 5,000 households from 12 months ending October 2022 versus the same period the year before, it revealed that instant noodle brand Lucky Me is the No. 1 most chosen FMCG brand of Filipinos in 2022.
Data showed that Lucky Me was purchased by 98.9 percent of local households, which translates to around 27.4 million shoppers.
These households chose the brand, on average, 33 times per year, resulting in 911 million Consumer Reach Points.
According to Bea Coronel, client manager at the Worldpanel Division of Kantar Philippines, the Brand Footprint ranks the FMCG brands based on their CRP.
This measure combines population or the number of households in the country; penetration or the percentage of households purchasing the brand; and consumers' choice or the number of times the brand is being chosen by Filipinos over the course of 12 months.
Following in second and third places are coffee brands Nescafé (688 CRP) and Kopiko (627 CRP).
Ranked fourth is Silver Swan, an essential condiment in Filipino kitchens, with 585 CRP.
Soda brand Coca-Cola garnered 488 CRP to make it to the Top 5.
Coronel further stated that the Brand Footprint aims to capture a key moment when Filipinos purchase their FMCG needs.
"Filipinos have been spending more for their FMCG needs, especially in 2022 when we came out of the pandemic and our lifestyles began to shift and return to normalcy. There is now a higher demand for FMCG, and companies must be able to capitalize on that split second when shoppers decide and choose one brand over another. At Kantar, we capture that powerful moment using the CRP measure in order to reveal which brands are consistently winning their way into the shopping baskets of Filipinos," she adds.
Other F&B products that made it to the Top 10 are Bear Brand (6th with 482 CRP), Maggi (8th with 431 CRP), Great Taste (9th with 424 CRP) and Datu Puti (10th with 406 CRP). Only one home care brand penetrated the Top 10 ranking, with Surf getting 467 CRP at 7th place.
