Universal Robina Corp. (URC) solidifies its status as a household favorite, with six of its brands recognized as top choices by millions of Filipino families, according to Kantar Group’s Brand Footprint report.
Among these, C2, Nissin, and Cream All saw notable improvements in rankings in the annual study.
Great Taste and Piattos Lead the Way
URC’s Great Taste ranks among the top 10 most chosen brands in both the Total FMCG and Beverages sectors. Meanwhile, Piattos continues to shine as one of the most popular snack brands in the food category.
For the first time, Payless instant noodles joined the ranks of the top 20 most chosen food brands.
“We’re delighted to see our beloved brands reach even more Filipino households, offering quality food choices every day,” said Mian David, URC’s Chief Marketing Officer and Managing Director of URC International.
“This recognition motivates us to keep providing products that deliver superior quality and value. Great Taste, C2, Piattos, Payless, Nissin, and Cream All are just some of the brands that generations of Filipinos continue to trust and love,” David added.
Consumer Reach Points (CRP): A Measure of Success
Kantar’s Brand Footprint study uses the Consumer Reach Points (CRP) metric to evaluate brand performance. CRP measures how many shoppers purchase a brand and how often, highlighting the brands that dominate at the point of sale.
“FMCG spending in the Philippines is growing, offering more opportunities for brands to succeed. Many brands have improved penetration to capture this growth,” said Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division.
Highlights from URC’s Performance
- Great Taste Coffee: Ranked 8th in the Total FMCG category and 4th in Beverages, with 440 million CRP.
- C2 Ready-to-Drink Tea: CRP rose by 25% to 32 million, securing the 14th spot in Beverages. The brand attracted an additional 281,000 households in 2023, with increased availability in groceries, sari-sari stores, and market stalls.
- Piattos Snacks: Retained its 7th place ranking in the food sector.
- Nissin Instant Noodles: Climbed to 16th place in the food category.
- Payless Instant Noodles: Entered the top 20 food brands with a CRP of 74 million, ranking 19th in the food sector and 50th among FMCG brands. Its Payless Xtra Big variant remains a strong performer, while the newly launched Payless Sakto is gaining traction.
- Cream All: Rose to 19th place in the dairy sector.
A Legacy of Trusted Brands
URC’s iconic brands—such as Great Taste, C2 Cool & Clean, Piattos, Maxx, and Cream-O—have been staples in Filipino households for decades. As one of the country’s largest food and beverage manufacturers, URC continues to expand its presence across ASEAN, with leading regional brands like Lexus, Tivoli, and Fun-O.
Kantar’s Worldpanel Division provides a 360-degree understanding of consumer behavior, helping brands and retailers anticipate trends and shape the products of tomorrow.
