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Top 10 fastest growing consumer goods brands in Philippines 2021

A mix of personal care, home care, and food and beverage products made it to the list of the top 10 fastest growing consumer goods brands in the Philippines in 2021.

These are the fast moving consumer goods (FMCG) products that penetrated more Filipino households and were purchased more frequently in 2021, according to Lourdes Deocareza-Lozano, director of the Worldpanel Division of marketing data and analytics company Kantar Philippines.

These brands posted the biggest increases in their consumer reach points (CRP), the indicator used by Kantar to rank the FMCG goods across all categories. The CRP is measured by combining the number of households in the country (estimated at 25 million), the penetration or the percentage of households buying the brand, and the frequency of buying the brand over the last 12 months.

Most of these 10 fastest growing brands are priced lower than their competitors. Deocareza-Lozano said this shows that Filipino shoppers are going for value brands. She also observed that priority purchases have shifted from essentials at the onset of the pandemic to personal care products in late 2021 as restrictions were eased and consumers started to go out more.

Here are the top 10 fastest growing FMCG brands in the Philippines in 2021.

1. Keratin Plus
(Keratin Plus FB page)

This DIY hair treatment product saw a huge 77% increase in its CRP to 55 million points in 2021, as most hair salons have been closed in the last two years. Keratin Plus was also ranked 12th among the Most Chosen Health and Beauty Brands.

Even lower-income homes, who are seen tightening their belts during the pandemic, bought this brand more frequently in 2021, Deocareza-Lozano said. Class DE homes bought it 21 million more times in 2021 than in the previous year, she said.

The brand is strong in the Visayas and Mindanao, where shoppers purchased it 11.8 million times than in the previous year. Even its shampoo line found its way into twice as many homes in 2021, as 8.3% of the households purchased the brand compared to only 4.2% in 2020.

Produced by Skintec Advance, Inc., Keratin Plus Hair Treatment comes in a bigger sachet and is priced lower than other hair conditioner brands.

2. Wings
(Wings Philippines FB)

This laundry detergent brand grew by 29% to a CRP of 128 million, as the brand expanded from the Visayas and Mindanao market to sari-sari (neighborhood) stores and market stalls in Northern and Southern Luzon.

Wings also ranked third on the list of Most Chosen Home Care Brands in 2021. Deocareza-Lozano said this is an example of the Filipino shopper's preference for value for money. This brand is distributed by Gentle Supreme Philippines, Inc.

3. Bioderm
(IPI website)

This germicidal soap brand from Cebu is a close third, with a CRP growth of 27% to 80 million. Bioderm is manufactured by International Pharmaceuticals, Inc. (IPI), maker of the famous Efficascent Oil.

4. Fita
(FIta FB page)

The iconic Fita biscuits, known for its sweet and salty flavor, is one of the flagship brands of Monde M.Y. San Corp. Its CRP increased 19% to 91 million in 2021. It’s a favorite snack brand, especially among kids. It’s also increasingly being used for holiday charcuterie boards.

5. 555
(555 FB page)

This sardines brand from Century Pacific Food, Inc. registered a 15% increase in its CRP to 55 million.

6. Calla
(Screenshot from

Another affordable laundry detergent brand, Calla saw a 12% increase in its CRP to 56 million. It’s manufactured by Peerless Products Manufacturing Corp., which also makes Champion and Hana.

7. Bear Brand
(Bear Brand FB page)

This well-loved milk brand from Nestle enjoyed a 10% growth in its CRP to 458 million. Bear Brand was also the third Most Chosen Brand in the Philippines in 2021, after Lucky Me and Silver Swan.

Among the top 10 Most Chosen Brands, Bear Brand registered the highest CRP growth, indicating that more Filipinos purchased it more frequently than the other top brands.

8. Payless
(Screenshot from

This instant noodles brand's CRP also increased 10% to 56 million. Payless is manufactured by Japan's Nissin Food Holdings Co. Ltd. in an joint venture with Universal Robina Corp. of the Gokongwei Group.

9. Yakult
(Yakult Philippines FB)

Yakult is the No. 1 cultured milk brand in the country. According to Kantar, an estimated 1.3 million Filipino homes purchased this brand in 2021. Its CRP increased 7% to 104 million, making it not only among the top fastest growing brands, but also the 5th Most Chosen Dairy and Dairy Substitutes Brand.

Deocareza-Lozano said health and nutrition probably remain top-of-mind among Filipino shoppers because of the pandemic, and Yakult, which boasts of containing lactic acid that promotes proper digestion, has been enjoying a high demand.

10. Nissin
(Nissin Instant Noodles Philippines)

This instant noodles brand also saw a 7% growth in its CRP, increasing it to 59 million in 2021. Nissin is also produced by the Nissin-URC joint venture.

This list of fastest growing FMCG brands is included in Kantar’s 2022 Brand Footprint report, which is based on data gathered in 2021. Deocareza-Lozano said they increased their sample size by 60% to 5,000 nationwide and tracked around 150 categories. Data was collected in person and by phone.

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 (COVID-19) pandemic. Local and smaller FMCG brands can maximize different growth levers if they have the right information to understand the behavior of Filipino shoppers,” Deocareza-Lozano said in a virtual press conference Thursday, Oct. 20, 2022. (MTVI/Ventures Cebu)

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