Universal Robina Corp.'s (URC) segment-leading products have proven to be a favorite among Filipinos as it once again topped the list of consumers' favorite FMCG brands.
Great Taste Coffee was ranked as the fourth most popular beverage brand in the Philippines and ninth among fast-moving consumer goods (FMCG) in Kantar's 2022 Brand Footprint Study.
The brand ranked fourth among the most chosen brands in 2021, but its FMCG ranking improved from 15th in 2021.
Research from influential consultancy Kantar Group used a metric called consumer touch points (CRP), which measures the strength of a brand based on the number and frequency of shoppers buying from it.
Great Taste's CRP volume will increase from 283 million in 2022 to 424 million in 2023. This product is purchased by 75.8% of shoppers and selected 20 times per year.
The brand also continues to expand its product line, recently adding the new GT Supreme.
Two other URC products rank among the top 20 food brands in the Philippines.
Piattos ranks seventh with 183 million CRP, making the list for the third consecutive year. New entrant Nissin ranked 19th with 74 million CRP.
Pearl Benjamin, senior account manager at Kantar, said: “Piattos continues to grow as it reaches more shoppers, winning 1.2 million homes in the past year, particularly through sari-sari stores, where it attracted more than 80% of Buyers.” World Panel.
URC's C2 ready-to-drink tea's ranking in the beverage category rises from 19th in 2022 to 16th in 2023,
“This research highlights the continued quality, cost-effectiveness and lasting appeal of our brands to consumers,” said Mian David, chief marketing officer of URC. “Providing people with quality food options has always been our top priority.”
She added that the findings “proven the resilience and adaptability of our brand”.
URC produces these iconic brands as well as other brands such as Maxx candies and Cream-O cookies that have been a part of Filipino life for decades. As one of the largest food and beverage manufacturers in the country, URC also has a significant and growing presence in ASEAN. Its leading regional brands include Fun-O, Tivoli and Lexus.
Founded in 1992, Kantar has approximately 15,300 brands in 43 countries around the world. It is globally recognized as the expert on shopper behavior.
