InsightPress Release

Keratin Plus, Wings, and Bioderm top Kantar’s top 10 fastest growing FMCG brands in the Philippines

MANILA, PHILIPPINES — Kantar, the world’s leading marketing data and analytics company, released the Top 10 Fastest Growing Brands in the Philippine FMCG (Fast Moving Consumer Goods) industry in 2021. Based on the latest Brand Footprint report of the Worldpanel Division of Kantar, the list consisted of a mix of personal care, home care, and food and beverage products that Filipinos are choosing more and more for their households.

“Every year, Kantar ranks the top FMCG brands based on their Consumer Reach Points (CRP). The CRP is measured by combining population or the number of households in the country, penetration or the percentage of households purchasing the brand, and consumers’ choice or the frequency of the brand being selected by Filipinos over the course of 12 months,” explained Kantar Philippines Worldpanel Division Director Lourdes Deocareza-Lozano.

In 2021, the personal care brand Keratin Plus registered the fastest CRP growth at 77% compared to its performance in the previous year. In addition, Kantar noted that the brand’s selling proposition of salon-level benefits at an affordable price has resulted in lower-income homes purchasing Keratin Plus 21 million times more last year.


In second place was Wings with a 29% CRP growth. This, according to Lourdes, is an example of Filipinos’ decision to prioritize value for money when choosing FMCG products for their family. First launched in Visayas and Mindanao, the brand’s shopper recruitment efforts have expanded to North and South Luzon and were driven by its availability in neighborhood or sari-sari stores, market stalls, and grocery stores, Kantar said.

Coming in at third place is Bioderm with a 27% increase in its CRP for 2021. Only one more home care brand – Calla – made it to the top 10. At sixth place, Calla gained a 12% rise in CRP.

The rest of the Top 10 list showcased six food and beverage brands that are being purchased more by Filipino homes. Fita ranked the highest among them, with a 19% growth in CRP at fourth place. Next to it, at fifth place with a 15% jump in CRP, is 555 canned goods. Rounding up the Top 10 list were Bear Brand (10% CRP growth at seventh place), Payless (10% CRP growth, eight place), Yakult (7% CRP growth, ninth place), and Nissin (7% CRP growth, 10th place).

Although ninth in the Fastest Growing Brands in 2021, Yakult remained the top cultured milk brand of Filipino families. In fact, Yakult saw rapid growth with an additional 1.3 million purchases in the past year. Kantar added that more homes bought the single and multi-pack offering of Yakult in its core regions: National Capital Region and Visayas.

According to Kantar, FMCG brands can achieve success if they are able to maintain a constant level of penetration amidst a growing population and continuing market challenges. “These Top 10 brands have shown that there are still opportunities for growth amidst the impact of the pandemic. Local and smaller FMCG brands can maximize different growth levers if they have the right information to understand the behavior of Filipino shoppers. Kantar’s growth playbook framework is specially designed to help challenger companies know their target shoppers, where they shop and how they can win them over,” Lourdes added.

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