YouGov FMCG/ CPG Rankings 2021 Philippines

YouGov FMCG/ CPG Rankings 2021 Philippines

Nabilla Ramadila - September 23rd, 2021

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

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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

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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

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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

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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.

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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).