WINNING | URC brands deepen reach in Filipino households

Insider Spotlight

• Great Taste reaches 66% of Filipino households, generating 317 million consumer reach points
• C2 posts 11% growth as wider retail distribution boosts consumer purchases
• Piattos reaches 73% of households, while Nissin Noodles gains ground in at-home consumption
  
  
  
  

Universal Robina Corp. (URC) is strengthening its presence in Filipino households as its coffee, tea, snack and noodle brands maintain broad consumer reach despite intensifying competition in the fast-moving consumer goods (FMCG) market.

Four URC brands—Great Taste, C2, Piattos and Nissin Noodles—secured spots among the Philippines’ most chosen brands in Worldpanel by Numerator’s 2026 Brand Footprint report, reinforcing the company's position across everyday consumption categories.

Why it matters

The rankings measure consumer reach points (CRP), combining household penetration and purchase frequency to identify brands consistently winning shoppers.

Great Taste remained the country's fourth most chosen beverage brand with 317 million CRP, reaching 66 percent of households. It also ranked 14th across all FMCG brands.

By the numbers

C2 recorded 37 million CRP, up from 33 million, representing 11 percent annual growth. Household penetration reached 29 percent, supported by stronger performance in discounters, supermarkets and sari-sari stores.

Piattos ranked eighth among food brands with 180 million CRP, reaching about 73 percent of Filipino households.

Nissin Noodles placed 14th with 104 million CRP, up 3 percent from the previous report, while reaching 51 percent of households.

The bigger picture

Wider distribution, product accessibility and evolving at-home consumption habits supported the brands' performance, according to a company release citing Worldpanel's findings.

What they're saying

"Having URC brands recognized among the country's most chosen brands is a strong affirmation of the trust Filipino consumers place in us every day," URC chief marketing officer Karen Ong said in a statement.

Market perspective

The same statement quoted Mieke Bartholomeus, strategic insights director at Worldpanel by Numerator, as saying that recruiting more shoppers and expanding consumption occasions remain critical growth drivers as competition intensifies.

What's next

URC continues to build its domestic portfolio while expanding its ASEAN presence through regional brands including Lexus, Tivoli and Fun-O.

The results underscore URC’s ability to sustain consumer loyalty while adapting to changing shopping habits, reinforcing the importance of accessibility, brand relevance and everyday value in keeping Filipino households engaged. — Princess Daisy C. Ominga | Ed: Corrie S. Narisma