Global consulting firm Kantar has named segment-leading products made by Universal Robina Corp. (URC) as 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.
URC products are among the most chosen consumer brands across Asia
Payless instant noodles was named as the Philippines’ “fastest-rising brand”. The brand reached 2.3 million more homes last year, from 6.8 million.
“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”.
Payless is the Philippines’ fastest-rising brand.
Great Taste, meanwhile, was among the Philippines’ most chosen brands in the beverage sector, as instant coffee, like instant noodles, remains a household staple, especially now. The coffee brand also ranked 13th in the most chosen FMCG brands in the country.
Great Taste have been a constant household staple.
Kantar also highlighted snacking brands Nova and Piattos as among the “fastest risers” and most chosen food brands.
Piattos is one of the fastest risers in the snack category.
Nova reached 1.1 million more homes last year. Sales in hypermarkets and supermarkets remained robust, even as sari-sari stores have had to shut down during rolling lockdowns and to comply with quarantine restrictions.
“As Filipinos spend more time at home, Nova rode on this trend by communicating work-from-home and workout-from-home snacking occasions,” said Kantar.
In Vietnam, meanwhile, C2 was listed as among the fastest-growing brands in that country. It remains as the leading ready-to-drink tea brand in Vietnam.
C2 is the leading ready-to-drink tea brand in Vietnam.
URC Vietnam had to rethink and reinvent the ways they connect with customers such as introducing bigger packs, as more consumers stayed home. Despite the impact of the pandemic, it introduced four new products over the last 12 months.
URC’s Chief Marketing Officer Mian David said URC’s rankings in Kantar’s list shows that the company has been adapting well to a shift in the way consumers purchase their food needs.
Consumers are spending more time at home and are more mindful with their purchases, focusing more on what is essential rather on what they want.
"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 everyday" said David.
