What’s Hot in Filipino Homes: Fastest Rising FMCG Brands of 2025

Food and beverage brands that Filipinos enjoy together with family and friends are the three fastest risers in the Philippine Fast Moving Consumer Goods (FMCG) industry, according to the 2025 Brand Footprint Report of Worldpanel by Kantar, a global expert in understanding shopper and consumer behavior.

Beverage brand Nestea tops the Fastest Rising list with a 28% rise in consumer reach points. This is based on Worldpanel’s unique metric called Consumer Reach Points (CRP) that combines penetration (population multiplied by the number of households that buy the brand) and frequency (number of times shoppers buy the brand). This is within the period of 12 months ending October 2024. One CRP represents a single instance of a shopper choosing a brand.

In second place as Fastest Rising Brand is Mama Sita’s, known for its condiments and marinades, which gained a 26% growth in CRP from last year. It is followed by another beverage brand, Coca-Cola, thanks to a 24% increase in its CRP during the same period. Notably, this is the first time for Mama Sita’s and Coca-Cola to be included in the Philippines’ Top 5 Fastest Rising FMCG Brands ranking of Worldpanel by Kantar.

Laurice Obana, Shopper Insights Director at Worldpanel by Kantar, shares, “We are seeing a bustling economy where Filipinos are more on-the-go and are exposed to many options in the market. While shoppers are purchasing FMCG goods from multiple channels, they have become more discriminating with the brands that they are buying. Filipinos look for packaged goods that are consistently available and accessible in the right format, at the right price, and for the right consumption occasion.”

Completing the Top 5 Fastest Rising FMCG brands are Bioderm (24% more CRP) and Energen (17% more CRP). Bioderm, a Filipino brand originating from Cebu, is the only personal care product among the Top 5.

Lucky Me is still Most Chosen FMCG Brand
Worldpanel by Kantar’s Brand Footprint Report also ranked the Most Chosen FMCG Brands in the Philippines based on CRP. According to the 2025 ranking, instant noodle brand Lucky Me remains at the No. 1 spot with a total of 903 million CRP, holding such title for 10 years.

Coffee brands Nescafe and Kopiko follow suit, with 785 million CRP and 631 million CRP, respectively. Not far behind is Coca-Cola with 594 million CRP, while Silver Swan completes the Top 5 after reaching 564 million CRP.

“Truly, it is an accomplishment to be among the Most Chosen Brands of Filipinos considering that shoppers have made over 16 billion choices in the past year,” adds Obana. Based on data from Worldpanel by Kantar, FMCG brands that are bought by more homes and continue to increase penetration have a higher potential to drive growth. To reach more homes, accessibility is key. Brands which have presence in five or more channels set themselves for success with more shopper touchpoints.”

Obana explains, “The market can get quite competitive with a slew of FMCG products for Filipinos to choose from. While short-term activations can be done to quickly win the attention of shoppers, strong brands that are able to evolve with consumer needs and prioritize accessibility will ultimately win the shopping baskets of Filipinos. These are key factors that have made the top FMCG names as household staples, as shown in this year’s Brand Footprint report.”


Post a Comment

0 Comments