URC Brands Remain Top Picks for Filipino Homes in 2024

Universal Robina Corp. (URC), one of the Philippines' largest food and beverage companies, continues to lead the market with its well-loved brands, according to the latest Brand Footprint report by brand consultancy firm Kantar Group.

Six URC brands are still among the top choices for Filipino households, with some rising in the rankings, reflecting the growing loyalty and preference of consumers for URC’s products.

URC Brands Climb in Popularity

In Kantar's yearly study, three URC brands—C2, Nissin, and Cream All—have made impressive gains in the rankings. Notably:

Great Taste, URC's popular coffee brand, continues to be a top contender, ranking among the top 10 most-chosen brands in the Fast-Moving Consumer Goods (FMCG) and Beverages sector.

Piattos, a favorite snack among Filipinos, has retained its position as one of the most chosen food brands.

Payless, URC's instant noodles brand, has made a significant breakthrough, landing for the first time among the top 20 most chosen food brands in the Philippines.

“We’re thrilled to see our beloved brands being enjoyed by even more Filipinos, and continuing to provide them with tasty, quality food options every day,” said Mian David, Chief Marketing Officer and Managing Director of URC International. “This recognition motivates us to keep delivering superior products that add value to Filipino families across generations,” she added.

Kantar's Brand Footprint Study & Consumer Reach Points

Kantar's Brand Footprint study uses a metric called Consumer Reach Points (CRP), which measures a brand’s reach based on how many households purchase it and how often. This metric provides insight into which brands are most successful at the point of purchase, indicating consumer preference and brand loyalty.

According to Mieke Bartholomeus, Strategic Insights Director at Kantar’s Worldpanel Division, “Filipinos are now spending more on FMCG, presenting a bigger opportunity for more brands to win. Many brands, including URC’s, have achieved growth through improved penetration across key retail channels.”

Notable Rankings and Growth of URC Brands

Great Taste Coffee: With a CRP of 440 million, Great Taste ranks 8th in the FMCG sector and 4th in the Beverages sector.

C2: The ready-to-drink tea brand saw a 25% increase in its CRP, reaching 32 million and claiming the 14th spot in the Beverages sector. C2’s growing presence in grocery stores, sari-sari stores, and market stalls contributed to an increase of 281,000 new households purchasing the brand in 2023.

Piattos: Continuing to hold strong at #7 in the snack food sector, Piattos remains one of the top choices for Filipino snack lovers.

Nissin: The iconic instant noodle brand climbed to #16 in the food sector.

Payless: For the first time, Payless instant noodles entered the list of the top 20 most chosen food brands, securing 19th place in the food sector and 50th in FMCG, with a CRP of 74 million. The introduction of Payless Sakto, a more affordable variant, is helping to drive further consumer interest.

Cream All: The dairy brand improved its ranking, moving to 19th place in the Dairy sector.

URC’s Expanding Reach Across the Region

URC’s iconic brands like Maxx candy, Cream-O cookies, and Piattos have long been part of Filipino households. Beyond the Philippines, URC is expanding its presence in the ASEAN region with notable regional brands such as Lexus, Tivoli, and Fun-O.

As one of the Philippines’ largest and most innovative food and beverage manufacturers, URC continues to strengthen its position in the market by delivering high-quality products that meet the needs of consumers across generations.