Néstea, Mama Sita’s and Coca-Cola have emerged as the fastest-growing FMCG brands in the Philippines, according to the 2025 Brand Footprint Report by Worldpanel from Kantar, a global expert in shopper and consumer behavior.
FMCG refers to fast-moving consumer goods that are in high demand and sell quickly.
Topping the list is beverage brand Nestea, which saw a 28-percent increase in consumer reach points (CRP), a unique metric that measures both the number of households purchasing a brand and the frequency of their purchases.
The growth was based on data from the 12 months ending October 2024, where one CRP represents a single purchase occasion by a shopper.
Close behind is Mama Sita’s, a beloved Filipino brand known for its condiments and marinades, which achieved a 26-percent rise in CRP from the previous year.
Coca-Cola completed the top three with a 24-percent growth in CRP during the same period.
This marked the first time that both Mama Sita’s and Coca-Cola entered the Philippines’ top 5 fastest rising FMCG brands list compiled by Worldpanel.
“We are seeing a bustling economy where Filipinos are more on the go and exposed to a growing number of options. While shoppers purchase FMCG products through multiple channels, they have become more discerning about the brands they choose. Filipinos now look for packaged goods that are consistently available and accessible in the right format, at the right price, and for the right consumption occasion,” said Worldpanel Shopper Insights director Laurice Obana.
The rapid rise of these brands underscores the importance of accessibility and relevance to consumer lifestyles in today’s competitive market, Obana said.
Completing the top 5 fastest rising FMCG brands are Bioderm, a Filipino personal care brand from Cebu, with a 24-percent increase in CRP and Energen, which grew by 17 percent.
