Universal Robina Corporation (URC) Brands a Consistent Favorite Among Filipino Consumers, Global Study Shows

Universal Robina Corp.’s (URC) segment-leading products are proving to be consistent favorites among Filipinos, as it once again ranked high among consumers’ most chosen FMCG brands.

Great Taste Coffee was ranked as the fourth most chosen beverage brand in the Philippines and ninth among fast-moving consumer goods (FMCG) in Kantar’s Brand Footprint study for 2022.

The brand was also the fourth most chosen in 2021, but its FMCG ranking improved from 15th in 2021.

The study by influential consulting firm Kantar Group, uses a metric called a “consumer reach point” (CRP), which measures a brand’s strength based on how many shoppers are buying the brand and how often.

Great Taste chalked up 424 million CRPs in 2023 from 283 million in 2022. It was purchased by 75.8 percent of all shoppers and chosen 20 times a year.

The brand also continues to expand its line-up, recently adding the new GT Supreme.

Two other URC products made it to the list of the Philippines’ top 20 food brands.

Piattos was 7th, with 183 million CRPs, the third year in a row that it made it to the list. Nissin, a new entrant, landed in 19th, with 74 million CRPs.

“Piattos continues to grow as it’s able to reach more shoppers, winning 1.2 million more homes in the past year, especially via sari-sari stores where it recruits more than 80 percent of its buyers,” said Pearl Benjamin, Senior Account Manager for Kantar Worldpanel.

URC’s C2 ready-to-drink tea rose in the ranking in the beverage category from 19th in 2022 to 16th in 2023,

"This study underscores the sustained quality, cost-effectiveness and lasting allure of our brands for consumers," said Mian David, URC’s Chief Marketing Officer. “Delighting people with good food choices has always been our foremost priority.”

She added that the results of the study “demonstrate the resilience and adaptability of our brands”.

URC produces these iconic brands plus others like 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 Fun-O, Tivoli and Lexus.

Founded in 1992, Kantar spans some 15,300 brands globally in 43 countries. It is the acknowledged global expert in shoppers’ behavior.