And the most popular consumer goods brand in PH is...

by Cathy Rose A. Garcia,

Posted at May 04 2013 11:22 AM | Updated as of May 07 2013 12:25 AM

MANILA, Philippines - Colgate may be the most popular consumer goods brand in Asia and the world, but in the Philippines, another brand reigns supreme. Hint: It's a coffee brand.

According to Kantar Worldpanel's Brand Footprint Ranking, Colgate was ranked the most chosen fast-moving consumer goods (FMCG) brand in Asia and the world.

Kantar Worldpanel said Colgate is the only brand in the world that reaches more than half of the global population with its products. It notched a 65% penetration rate globally and 62% in Asia, where it reaches 2 billion consumers with its rural and urban distribution.

The Brand Footprint Ranking shows the strength of brands in 32 countries, across food, beverage, health and beauty and home care sectors. It uses Consumer Reach Points, which measures how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

In the Philippines, the "most chosen" consumer goods brand is Nescafe, with a penetration rate of 94%.

The top 10 Philippine FMCG brands based on the Brand Footprint study are:
1. Nescafe
2. Lucky Me
3. Surf
4. Milo
5. Ajinomoto
6. Bear Brand
7. Palmolive
8. Silver Swan
9. Oishi
10. Safeguard

"In the Philippines, the combination of heritage and active adaptation to the evolving tastes and attitude of the market have kept brands like Nescafe, Milo, Ajinomoto, Bear Brand, Palmolive, Silver Swan and Safeguard with the biggest brand footprint in the market," Fabrice Carrasco, Managing Director of Kantar Worldpanel in Vietnam, Indonesia and Philippines, said.

Rise of Asian brands

The Kantar study suggests that being successful does not mean being present in developed markets. For instance, Japanese cooking seasoning brand Ajinomoto has a no. 19 global ranking, but it is not available in Europe and reaches only 2.6% in US.

Many Asians are looking for convenience when cooking, so they use ingredients that save them time. Maggi is the 6th biggest brand globally, with 836 million of its 1.6 billion global Consumer Reach Points in Asia.

Twelve brands reach more than a billion customers in Asia, including seven brands from Indonesia (Sedaap, Indomie, Masako, ABC Santos, Royco, Kapal Api and Frisian Flag), three from China (Master Kong, Mengniu and Yili) and two from India (Parle and Wheel).

"Brands in the ranking all have a consistent brand offer across the region and have demonstrated their ability to understand and respond to local needs and build the best distribution networks that reach the most remote consumers in rural areas," Marcy Kou, CEO Kantar Worldpanel Asia, said.

"However all of the brands still have plenty of room to recruit more shoppers in new geographies, new targets, new segments or on new occasions... The Brand Footprint report reveals which brands are already achieving regional and global success and provides insight that will help other FMCG brands in Asia with international ambitions to set global targets more accurately and improve their global business growth."

The top 10 Asian FMCG brands according to the Brand Footprint study:
1. Colgate
2. Lifebuoy
3. Nescafe
4. Pantene
5. Lux
6. Surf
7. Maggi
8. Pepsodent
9. Tide
10. Ajinomoto