URC brands maintain favor among Filipino consumers, as per global study
Universal Robina Corp.’s (URC) leading products consistently remain popular among Filipinos, once again securing high rankings among consumers’ most preferred FMCG brands.
According to Kantar’s Brand Footprint study for 2022, Great Taste coffee was listed as the fourth most chosen beverage brand in the Philippines and ninth among fast-moving consumer goods (FMCG).
The brand’s FMCG ranking has improved, moving from 15th place in 2021 to the ninth spot in 2022. Great Taste received 424 million consumer reach points (CRPs) in 2023, compared to 283 million in 2022, indicating a strong level of consumer engagement.
The Kantar Group study utilizes CRPs to gauge the strength of a brand based on its purchase frequency and consumer base.
In addition to Great Taste, two other URC products, Piattos and Nissin, were featured among the top 20 food brands in the Philippines.
Piattos secured the seventh spot, with 183 million CRPs. Nissin, a new entrant, claimed the 19th position, with 74 million CRPs.
Furthermore, C2 ready-to-drink tea from URC ascended in the beverage category ranking, jumping from 19th place in 2022 to 16th in 2023.
Mian David, URC’s Chief Marketing Officer, stated, “This study highlights the continued appeal, affordability, and enduring quality of our brands for consumers. Ensuring customer satisfaction with favorable food choices has always been our top priority.”
She also emphasized that the study results “demonstrate the resilience and adaptability of our brands.”
Besides these well-known brands, URC also produces Maxx candy and Cream-O cookies, which have been integral parts of Filipino households for many years. As one of the leading food and beverage manufacturers in the country, URC has also expanded its presence within the ASEAN region, with prominent regional brands such as Fun-O, Tivoli, and Lexus.
Kantar, established in 1992, conducts behavioral analysis for approximately 15,300 brands across 43 countries. It is globally recognized as an expert in understanding consumer behavior.
Great Taste by URC has consistently maintained its position as one of the most preferred brands among Filipino consumers, as evidenced by Kantar’s Brand Footprint study.