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Kantar, the world’s leading marketing data and analytics company, released the Top 10 Fastest Growing Brands in the Philippine FMCG (Fast Moving Consumer Goods) industry in 2021. Based on the latest Brand Footprint report of the Worldpanel Division of Kantar, the list consisted of a mix of personal care, home care, and food and beverage products that Filipinos are choosing more and more for their households.
“Every year, Kantar ranks the top FMCG brands based on their Consumer Reach Points (CRP). The CRP is measured by combining population or the number of households in the country, penetration or the percentage of households purchasing the brand, and consumers’ choice or the frequency of the brand being selected by Filipinos over the course of 12 months,” explained Lourdes Deocareza-Lozano, Director, Worldpanel Division, Kantar Philippines.
In 2021, personal care brand Keratin Plus registered the fastest CRP growth at 77% compared to its performance in the previous year. In addition, Kantar noted that the brand’s selling proposition of salon-level benefits at an affordable price has resulted to having lower income homes purchase Keratin Plus 21 million times more last year.
In 2nd place was Wings with a 29% CRP growth. This, according to Deocareza-Lozano, is an example of Filipinos’ decision to prioritize value for money when choosing FMCG products for their family. First launched in Visayas and Mindanao, the brand’s shopper recruitment efforts have expanded to North and South Luzon and was driven by its availability in neighbourhood or sari-sari stores, market stalls and grocery stores, Kantar said.
Coming in at 3rd place is Bioderm with 27% increase in its CRP for 2021. Only one more home care brand – Calla – made it to the top 10. At 6th, Calla gained a 12% rise in CRP.
The rest of the Top 10 list showcased six (6) food and beverage brands that are being purchased more by Filipino homes. Fita ranked the highest among them, with a 19% growth in CRP at 4th place. Next to it, at 5th place with 15% jump in CRP, is 555 canned goods. Rounding up the Top 10 list were Bear Brand (10% CRP growth at 7th place), Payless (10% CRP growth, 8th place), Yakult (7% CRP growth, 9th place), and Nissin (7% CRP growth, 10th place).
Although 9th in the Fastest Growing Brands in 2021, Yakult remained as the top cultured milk brand of Filipino families. In fact, Yakult saw rapid growth with an additional 1.3 million purchases in the past year. Kantar added that more homes bought the single and multi-pack offering of Yakult in its core regions: National Capital Region and Visayas.
According to Kantar, FMCG brands can achieve success if they are able to maintain a constant level of penetration amidst a growing population and continuing market challenges. “These Top 10 brands have shown that there are still opportunities for growth amidst the impact of the pandemic. Local and smaller FMCG brands can maximize different growth levers if they have the right information to understand the behavior of Filipino shoppers. Kantar’s growth playbook framework is specially designed to help challenger companies know their target shoppers, where they shop and how they can win them over,” Deocareza-Lozano added.
