September 23rd, 2021, Nabilla Ramadila
Marking the first in our annual FMCG/CPG Rankings series, YouGov’s FMCG/CPG Rankings 2021 reveals the top ranked consumer brands within the sector. The Rankings are based on Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
YouGov FMCG/CPG Rankings 2021 in Philippines: Personal Care
In Philippines, FMCG/CPG brand Colgate (Toothpaste) leads the Personal Care list this year with a score of 57.0. Cream Silk came in second with a score of 42.2. In third and fourth position were Green Cross and Head & Shoulders respectively scoring 41.3 and 35.8. Rounding out the top five Safeguard Body Wash scored 33.0.
| YOUGOV FMCG/CPG RANKINGS 2021 IN PHILIPPINES: PERSONAL CARE | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Colgate (Toothpaste) | 57.0 |
2 | Cream Silk | 42.2 |
3 | Green Cross | 41.3 |
4 | Head & Shoulders | 35.8 |
5 | Safeguard Body Wash | 33.0 |
6 | Johnson's Baby Powder | 31.7 |
7 | Closeup | 31.6 |
8 | Bioderm | 27.8 |
9 | Safeguard Liquid Hand Wash | 26.2 |
10 | Cetaphil (Adult) | 25.1 |
Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021
YouGov FMCG/CPG Top Improvers 2021 in Philippines: Personal Care
In the Personal Care category, Safeguard Liquid Hand Wash came up on top in the most improved FMCG/ CPG brand list, with a rise of +5.9 points, ahead of Bioderm (up +5.3 points) and Green Cross (which has improved by +4.7 points). The fourth and fifth position were Head & Shoulders (+4.3 points) and Kojie San (+4.0 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN PHILIPPINES: PERSONAL CARE | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Safeguard Liquid Hand Wash | 26.2 | 20.3 | 5.9 |
2 | Bioderm | 27.8 | 22.4 | 5.3 |
3 | Green Cross | 41.3 | 36.6 | 4.7 |
4 | Head & Shoulders | 35.8 | 31.5 | 4.3 |
5 | Kojie San | 21.7 | 17.7 | 4.0 |
6 | Vaseline | 18.4 | 14.5 | 3.9 |
7 | Silka | 20.7 | 16.9 | 3.7 |
8 | Johnson's Baby Bath | 22.7 | 19.1 | 3.5 |
9 | Cetaphil (Adult) | 25.1 | 21.7 | 3.3 |
10 | Cetaphil (Baby) | 22.1 | 18.9 | 3.2 |
Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.
YouGov FMCG/CPG Rankings 2021 in Philippines: Packaged Food
Oreo leads the Philippines' Packaged Food list this year with a score of 49.2. Piattos came in second with a score of 44.0. In third and fourth position were Jack 'n' Jill and M.Y. San Grahams respectively scoring 42.3 and 40.6. Rounding out the top five Nissin scored 39.4.
| YOUGOV FMCG/CPG RANKINGS 2021 IN PHILIPPINES: PACKAGED FOOD | ||
|---|---|---|
Rank | Brand Name | Score |
1 | Oreo | 49.2 |
2 | Piattos | 44.0 |
3 | Jack 'n Jill | 42.3 |
4 | M.Y. San Grahams | 40.6 |
5 | Nissin | 39.4 |
6 | Pringles | 36.3 |
7 | Nido | 32.7 |
8 | Lactum | 23.8 |
9 | Bonakid | 23.4 |
10 | Bingo | 22.7 |
Chart shows the brands with the highest average Index score between August 1st, 2020 to July 31st, 2021
YouGov FMCG/CPG Top Improvers 2021 in Philippines: Packaged Food
In the Packaged Food category, Piattos came up on top in the most improved FMCG/ CPG brand list, with a rise of +7.0 points, ahead of Nissin (up +6.8 points) and Pringles (which has improved by +5.4 points). The fourth and fifth position were Roller Coaster (+5.0 points) and Maggi (+4.8 points).
| YOUGOV FMCG/CPG TOP IMPROVERS 2021 IN PHILIPPINES: PACKAGED FOOD | ||||
|---|---|---|---|---|
Rank | Brand Name | 2021 Score | 2020 Score | Change in Score |
1 | Piattos | 44.0 | 37.0 | 7.0 |
2 | Nissin | 39.4 | 32.5 | 6.8 |
3 | Pringles | 36.3 | 30.9 | 5.4 |
4 | Roller Coaster | 20.7 | 15.7 | 5.0 |
5 | Maggi | 21.5 | 16.7 | 4.8 |
6 | Oreo | 49.2 | 44.5 | 4.7 |
7 | Lay's | 22.0 | 17.8 | 4.2 |
8 | Bingo | 22.7 | 18.6 | 4.1 |
9 | Calbee | 10.1 | 6.2 | 3.9 |
10 | Nestogen | 18.5 | 14.9 | 3.6 |
Scores show average data from August 1st 2020 to July 31st 2021, compared to August 1st 2019 to July 31st 2020.
The rankings data is drawn from our daily brand tracking tool BrandIndex, which continuously measures the public’s perception of brands within the FMCG/CPG sector around the globe. Want to know more? To see your brand’s Index ranking please click here and one of our experts will be in touch.
Methodology:
The brands in YouGov FMCG/CPG Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average Index score between August 1st 2020 to July 31st 2021. The improver chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and at least 18 months to be included in the improver rankings (as well as being currently tracked).