URC brands are still top picks among Filipino homes

According to the Brand Footprint report by brand consulting firm Kantar Group, six brands produced by food and beverage company Universal Robina Corp. (URC) continue to rank among the top choices among millions of Filipino households.

In the annual study, three of these brands—C2, Nissin, and Cream All—saw an increase in rankings.

Piattos is still one of the most popular food brands, and Great Taste is one of the top ten most popular brands in the entire FMCG and beverage industry. In contrast, Payless was listed for the first time among the top 20 food brands.

“We are happy to see that our well-loved brands are reaching even more Filipinos, delighting them with good food choices everyday. This report also inspires us to continue giving Pinoys products of superior quality and value. Indeed, Great Taste, C2,Piattos, Payless, Nissin and Cream All are just some of our brands loved by Filipinos across generations.” ~Mian David, URC’s chief marketing officer and managing director of URC International

The “consumer reach points” (CRP) metric, which is used in Kantar's Brand Footprint study, gauges a brand's strength by counting the number of customers who purchase it and how frequently. In essence, it displays the brands that are most successful at the point of sale.

“Filipinos are now spending more on FMCG, presenting a bigger opportunity for more brands to win. Among these brands, many of them are able to do so with improved penetration.” ~Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division

With a 440m CRP, URC's Great Taste coffee came in at number eight among FMCG products and fourth in the beverage industry. The CRP of the ready-to-drink tea C2 increased by 25% to 32 million, placing it as the 14th most popular brand in the beverage industry.

In 2023, there were about 281,000 more households purchasing C2, and it was more prevalent in supermarkets, sari-sari shops, and market stalls. Nissin instant noodles rose to No. 16 in the food industry, while snack brand Piattos maintained its seventh-place position.

With a CRP of 74 million, Payless, another brand of instant noodles, entered the Top 20 brands in the category, ranking 50th among FMCG brands and 19th in the food sector.

While the still-small, recently released Payless Sakto is already generating traction for the brand, the core variant Payless Xtra Big remains a major attraction. Cream All rose to the 19th position in the dairy industry.

Worldpanel, a division of Kantar, offers retailers and brands a comprehensive, 360-degree view of global consumer behavior. Worldpanel continuously tracks consumer purchasing patterns in order to better understand people worldwide and develop the brands of the future. 

URC produces iconic brands such as Great Taste, C2 Cool & Clean, Piattos, Maxx candy and Cream-O cookies, which have been part of Filipinos’ lives for decades. One of the country’s largest food and beverage manufacturers, URC also has significant, and growing, presence in ASEAN. Its leading regional brands include Lexus, Tivoli and Fun-O.

Brands from food and beverage firm Universal Robina Corp. (URC) continue to be among the top choices among millions of Filipino households, according to brand consulting firm Kantar Group’s Brand Footprint report.