URC brands are still top picks among Filipino homes

“We are happy to see that our well-loved brands are reaching even more Filipinos, delighting them with good food choices everyday. 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.” ~Mian David, URC’s chief marketing officer and managing director of URC International

According to Kantar Group's Brand Footprint report, six brands produced by food and beverage company Universal Robina Corp. (URC) remain among the top choices among millions of Filipino households.

Three of these brands - C2, Nissin, and Cream All - improved their rankings in the annual study.

Great Taste is one of the top ten most popular brands in the Total FMCG and Beverages sector, while Piattos is still a popular food brand. Payless, meanwhile, made its first appearance on the list of the top 20 food brands.

Kantar's Brand Footprint study employs a metric known as “consumer reach points” (CRP), which assesses a brand's strength based on how many shoppers purchase the brand and how frequently. It essentially demonstrates which brands are outperforming 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.” ~Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division

URC's Great Taste coffee, with 440m CRP, was ranked eighth among fast-moving consumer goods (FMCG) and fourth in the beverages sector. Ready-to-drink tea C2's CRP increased 25% to 32 million, making it the 14th most popular brand in the beverages sector.

In 2023, the number of households that purchased C2 increased by approximately 281,000, thanks to increased availability in groceries, sari-sari stores, and market stalls. In the food industry, snack brand Piattos remained at number seven, while Nissin instant noodles rose to number sixteen.

Another instant noodles brand, Payless, entered the Top 20 in the segment with a CRP of 74 million, ranking 19th in the food sector and 50th among FMCG brands.

The brand's core variant, Payless Xtra Big, remains popular, while the newly launched Payless Sakto is gaining traction. Cream All climbed to No. 19 in the dairy sector.

Worldpanel, as part of Kantar, offers brands and retailers a one-of-a-kind, 360-degree view of global consumer behavior. Worldpanel continuously monitors shopping behavior to shape tomorrow's brands by better understanding people everywhere. 

URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.

Brands from food and beverage firm Universal Robina Corp. (URC) continue to be among the top choices among millions of Filipino households, according to brand consulting firm Kantar Group’s Brand Footprint report.