Universal Robina Corp brands continue to be a favorite among Filipino consumers, reveals global study
Universal Robina Corp.’s (URC) leading products have consistently been a top choice for Filipinos and once again ranked high among consumers’ most preferred FMCG brands.
In the Kantar’s Brand Footprint study for 2022, Great Taste coffee was identified as the fourth most favored beverage brand in the Philippines and ninth among fast-moving consumer goods (FMCG).
The brand’s FMCG ranking improved from 15th in 2021 to ninth in 2022, despite being ranked as the fourth most preferred in both years.
The study, conducted by influential consulting firm Kantar Group, utilizes a metric known as “consumer reach point” (CRP) to gauge a brand’s strength based on the number of shoppers purchasing the brand and the frequency of purchases.
In 2023, Great Taste amassed 424 million CRPs, up from 283 million in 2022. It was purchased by 75.8 percent of all shoppers and chosen 20 times a year.
The brand has also extended its product range by introducing the new GT Supreme.
Two other URC products secured spots in the list of the top 20 food brands in the Philippines.
Piattos ranked 7th with 183 million CRPs, marking the third consecutive year of its inclusion in the list. Nissin, a newcomer, was positioned 19th with 74 million CRPs.
“Piattos continues to expand its reach, gaining 1.2 million more households in the past year, particularly through sari-sari stores where it attracts over 80 percent of its buyers,” stated Pearl Benjamin, Senior Account Manager for Kantar Worldpanel.
Meanwhile, URC’s C2 ready-to-drink tea climbed in the beverage category rankings from 19th in 2022 to 16th in 2023.
“This study underscores the ongoing quality, affordability, and enduring appeal of our brands for consumers,” said Mian David, URC’s Chief Marketing Officer. “Providing people with excellent food choices has always been our primary focus.”
She added that the study’s findings “highlight the resilience and adaptability of our brands.”
URC produces these well-known brands along with others such as Maxx candy and Cream-O cookies, which have been integral to Filipino lives for many years. As one of the largest food and beverage manufacturers in the country, URC also has a significant and expanding presence in ASEAN. Its prominent regional brands include Fun-O, Tivoli, and Lexus.
Established in 1992, Kantar covers approximately 15,300 brands globally across 43 countries and is recognized as a global authority in consumer behavior.
URC’s Great Taste brand has consistently ranked among the top choices for Filipino consumers, as per Kantar’s Brand Footprint study.