Lucky Me instant noodles most popular brand in Philippines: Kantar poll

·Contributor
·2 min read
A general view of Lucky Me! instant noodles, a brand owned by Monde Nissin Corporation, for sale in a store in Queens, New York City, U.S., November 30, 2021. A Kantar study shows that Lucky Me is the most consumed brand in the Philippines. (Photo: REUTERS/Andrew Kelly)
A general view of Lucky Me! instant noodles, a brand owned by Monde Nissin Corporation, for sale in a store in Queens, New York City, U.S., November 30, 2021. A Kantar study shows that Lucky Me is the most consumed brand in the Philippines. (Photo: REUTERS/Andrew Kelly)

Lucky Me! is the cheapest and most widely-preferred brand in the Philippines, says a recent study by global data, insights, and consulting company Kantar.

According to the 2022 edition of the Asia Brand Footprint, Lucky Me! was consumed by 98.4 per cent of Filipino households over the past decade, having the highest rating among fast-moving consumer goods (FMCG).

Also included in the top ten brands in the country were Nescafe, Surf, Silver Swan, Palmolive, Bear Brand, Milo, Ajinomoto, Safeguard, and Cream Silk.

"These brands were chosen brands with consumer reach brands of at least 4 billion. This means that over the past 10 years, these brands have been chosen at least 4 billion times," said Bea Coronel, Kantar Philippines’ client manager.

She added that high penetration and frequency are the two main factors in the growth of a brand, with 88 per cent of the brands being able to achieve growth over the past decade through this. "We see that these brands have remained highly relevant in home despite the challenge in FMCG market."

The Worldpanel Division of Kantar ranks successful FMCG brands based on their Consumer Reach Points (CRP), which combines the population or number of families in the country, the percentage of households buying the said brand, and the consumers’ choice of the last 12 months.

Lucky Me! was chosen 31 times per year over the past decade, earning 9.4 billion CRP, while Nescafe has 7.3 billion CRP. Meanwhile, the likes of detergent brand Surf registered 5.6 billion CRP, Silver Swan got 5.4 billion CRP and Palmolive 5.2 billion CRP.

Last year, the top ten brands included Kopiko, Coca-Cola, and Datu Puti.

Monde Nissin Corp., the manufacturers of Lucky Me!, raised more than $1 billion in its initial public offering (IPO) in the Philippines in 2021.

​​Marvin Joseph Ang is a news and creative writer who follows developments on politics, democracy, and popular culture. He advocates for a free press and national democracy. Follow him on Twitter at @marvs30ang for latest news and updates. The views expressed are his own.