URC brands: A popular choice among Filipino consumers, global survey indicates
It has been consistently observed that products by Universal Robina Corp. (URC) are highly favored by Filipinos, as they have once again achieved high rankings among the most selected FMCG brands by consumers.
In Kantar’s Brand Footprint study for 2022, Great Taste coffee was listed as the fourth most chosen beverage brand in the Philippines and the ninth among fast-moving consumer goods (FMCG).
Although the brand also held the fourth position in 2021, its FMCG ranking has improved from 15th in the previous year.
The study, conducted by 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 these purchases.
In 2023, Great Taste accumulated 424 million CRPs, compared to 283 million in 2022. It was bought by 75.8 percent of all shoppers and chosen 20 times per year.
The brand has also expanded its range by introducing the new GT Supreme.
Two other URC products, Piattos and Nissin, made it to the list of the Philippines’ top 20 food brands.
Piattos secured the 7th position with 183 million CRPs, marking its third consecutive year on the list. Nissin, a new entrant, claimed the 19th spot with 74 million CRPs.
“Piattos continues to grow its consumer base, attracting 1.2 million more households in the past year, particularly through sari-sari stores where it acquires more than 80 percent of its buyers,” explained Pearl Benjamin, Senior Account Manager for Kantar Worldpanel.
URC’s C2 ready-to-drink tea moved up in the ranking within the beverage category from 19th place in 2022 to 16th in 2023.
“This survey highlights the consistent quality, affordability, and enduring appeal of our brands to consumers,” expressed Mian David, URC’s Chief Marketing Officer. “Providing people with delightful food choices has always been our primary focus.”
David also mentioned that the survey results “demonstrate the resilience and adaptability of our brands”.
URC manufactures these renowned brands alongside others like Maxx candy and Cream-O cookies, which have been integral to the lives of Filipinos for decades. As one of the largest food and beverage producers in the country, URC also has a substantial and growing presence in ASEAN. Its prominent regional brands include Fun-O, Tivoli, and Lexus.
Established in 1992, Kantar surveys approximately 15,300 brands globally across 43 countries and is recognized as a global authority on consumer behavior.
URC’s Great Taste has consistently appeared among the most preferred brands by Filipinos, as per Kantar’s Brand Footprint study.