Global consulting firm Kantar has named segment-leading products made by Universal Robina Corporation among the most chosen consumer brands across Asia, amid a shift in consumer behavior as a result of challenges brought on by the COVID-19 pandemic.
In Kantar’s Asia Brand Footprint 2021 report, released in June, URC’s Payless instant noodles topped the list of fastest-rising FMCG (fast-moving consumer goods) brands in the Philippines. Using the Consumer Reach Points metric – the number of times they are chosen by consumers throughout the year – Kantar reports that Payless achieved 29% CRP growth in 2020. The popular noodle brand was purchased 52 million times and made its way to 2.3 million more homes in 2020, up from 6.8 million the year before.
“Payless’ proposition played a large part in its success,” Kantar said. “Positioning the brand as value for money yet still delicious is proving to be a winning formula for Payless.”
Two other well-loved URC snack brands, Nova and Piattos, also made Kantar’s Top 8 Fastest Growing Brands list. Nova reached 1.1 million more homes last year, with a CRP growth of 13%. “As Filipinos spend more time at home, Nova rode on this trend by communicating work-from-home and workout-from-home snacking occasions,” said the report.
Sales of snack food in hypermarkets and supermarkets remained robust, even as sari-sari stores shut down during rolling lockdowns to comply with quarantine restrictions. This trend also benefited Piattos, which was purchased 160 million times by local consumers and boasted a penetration rate of 73.4% into Filipino homes.
In the beverage sector, Great Taste, URC’s flagship coffee brand, was among the Philippines’ Top 5 most chosen brands as instant coffee, like instant noodles, remains a household staple. Overall, Great Tasted ranked 13th among the most chosen FMCG brands in the country.
In Vietnam, meanwhile, C2 was among the Top 3 fastest-growing brands in urban Vietnam, according to Kantar's Vietnam Brand Footprint 2021 report.
URC Vietnam had to rethink and reinvent the ways it connected with customers, such as introducing bigger packs, as more of the population stayed home. Despite the pandemic, URC Vietnam introduced four new products over the last 12 months.
URC’s Chief Marketing Officer Mian David said URC’s rankings in Kantar’s list show that the company has been adapting well to the shift in the way consumers purchase their food needs.
As they spend more time at home, consumers have become more mindful of their purchases, focusing more on what is essential rather than on what they want. With URC’s impressive array of brands that all provide top quality and value for money, customers have the luxury of choice, being able to select those that fit their needs, tastes, and budgets.
"Even in these difficult times, URC aims to delight our consumers with good food choices. The wide reach of our brands allows us to live that purpose every day," said David.
For more information on URC, visit urc.com.ph
