MANILA, Philippines – A noodle brand has taken the top spot as the country's most chosen consumer brand based on a ranking by Kantar Worldpanel.
According to Kantar’s 2013 Brand Footprint report, Lucky Me is now the most chosen brand in the Philippines, reaching 98 percent of households and is bought by the average household every week.
Lucky Me, which is manufactured by Monde Nissin Corp., offers wet and dry instant noodles, and cup noodles in various flavors.
Kantar said there was an uptick in “desire for convenience,” which made brands that offer quick alternatives such as Lucky Me, Maggi and Knorr more popular to consumers.
“The needs of time-poor consumers, changing social habits and on-the-go eating are creating the desire for food options which are easy to prepare and to eat,” the global leader in consumer knowledge and insights said.
Lucky Me took the top spot from Nescafe, which held the no. 1 position in 2012.
Nescafe remains the second most chosen brand in the Philippines, followed by Surf, Palmolive, Milo, Bear Brand, Ajinomoto, Safeguard, Oishi, and Great Taste.
Great Taste made its first entry into the top 10 most chosen brands category after adding 3 million households this year.
Kantar said the coffee brand moved 12 positions up the country ranking and is one of the Philippines’ top three risers.
Aside from Great Taste, the other rising brands are Dove, Downy, Sunsilk, Maggi, Knorr, Palmolive, Bonux 3 In 1, Piattos, and Zonrox.
Kantar said aggressive communication efforts led to the growth of the brands in its top 10 rising brands list.
Kantar also said that the study revealed Filipinos’ “high regard for looking after their skincare and haircare needs,” noting that most of the rising brands are beauty products.