|Lourdes Deocareza-Lozano, New Business Director at the Worldpanel Division of Kantar Philippines|
Following in second with a 41% increase in CRP is the personal care brand Keratin Plus. Similar to Happy, Keratin Plus has attracted Filipino shoppers who frequent sari-sari stores, especially with the availability of their hair care products in sachet formats. In fact, in 2022, the brand gained 2.9 million shoppers who are looking for products to experience salon-level treatment at home.
Meanwhile, from the food category, Purefoods comes in third on the list with 107 million CRP. This growth, according to Kantar, is driven by reaching 1.6 million Filipino homes that patronize their frozen meat and canned meat products.
EQ (diapers) (59 million CRP, +19%) and home care brand Wings (17% increase resulting in 167 million CRP) rounded up the Top 5 ranking.
Deocareza-Lozano adds that the Brand Footprint aims to capture the key moment when Filipinos, especially those in charge of the needs of the family, purchase their FMCG needs. “Filipinos have been spending more for their FMCG needs, especially in 2022 when we came out of the pandemic and our lifestyles began to shift and return to normalcy. With various life challenges faced by Filipinos, they are coping by reviewing their product choices. What we’re seeing is that Filipinos are looking for brands that provide value for their families. They are looking for products that fit their needs best at this time. This presents a huge growth opportunity for all FMCG brands in the Philippines.”
Completing the Top 10 Fastest Growing Brands are food brands 555 (6th with 75 million CRP, +17%) and Hansel (9th with 142 million CRP, +15%); beverage brand Coca-Cola (7th with 488 million CRP, +16%); and home care brands Zonrox (8th with 170 million CRP, +16%), and Smart (10th with 61 million CRP, +14%).
Opportunity for brands of all sizes to grow