FOOD and beverage brands continued to dominate the fast-moving consumer goods (FMCG) segment, according to the 2025 Brand Footprint Report of Worldpanel by Kantar.

Laurice P. Obana, shopper insight director at Worldpanel by Kantar, said at a briefing on Thursday that the “economy is driven by a large socio-economic class D. Of course the preference is for the basics, which would be food and beverages,” she said.

Ms. Obana noted that mobility has improved with daily road traffic volume and Metro Rail Transit Line 3 ridership increasing.

She said this is reflected in household expenditures involving recreation, travel, and going out.

“We are seeing a bustling economy where Filipinos are more on-the-go and exposed to many options in the market. While shoppers are purchasing FMCG goods from multiple channels, they have become more discriminating with the brands they are buying,” she said.

“Filipinos look for packaged goods that are consistently available and accessible in the right format, at the right price, and for the right consumption occasion,” she added.

In 2024, she said shoppers visited more stores and shopped more frequently, with total shopping trips hitting 10.5 billion.

These frequent visits led to an increased number of occasions when shoppers were offered a choice to buy a brand. Such occasions rose 4% to approximately 16.9 billion in 2024.

“Competition in the marketplace is just so intense. So, there are more stores to cover, more buying occasions to win, but ultimately there are now fewer brands that are being purchased,” she said.

She said it is important for brands to carry products that consistently meet both customer and shopper needs, to put out the products in various channels, and maintain visibility and availability across these channels, and to deliver the right products.

“Based on data from Worldpanel by Kantar, FMCG brands that are bought by more homes and continue to increase penetration have a higher potential to drive growth,” Ms. Obana said.

“To reach more homes, accessibility is key. Brands which have presence in five or more channels set themselves up for success with more shopper touchpoints,” she added.

The 2025 Brand Footprint Report is based on a Worldpanel metric known as consumer reach points (CRP), which combines penetration and frequency. It represents a single instance of a shopper choosing a brand.

In the report, Lucky Me came out on top for most chosen FMCG brand, with a total of 903 million CRP.
It was followed by Nescafé with 785 million CRP, Kopiko (631 million), Coca-Cola (594 million), and Silver Swan (564 million).

The other most-chosen brands are Bear Brand, Surf, Maggi, Datu Puti, and Great Taste. — Justine Irish D. Tabile

Meanwhile, Nestea topped the fastest-rising list for FMCG brands in 2024, after posting 28% growth in CRP to 69 million.

It was followed by Mama Sita’s, with CRP growth of 26% at 69 million; Coca-Cola, up 24% at 594 million; Bioderm, up 24% at 161 million; and Energen, up 17% at 61 million.

The other fastest-rising brands were Lady’s Choice, Smart, Hapee, Datu Puti, and Tang.

“The market can get quite competitive with a slew of FMCG products to choose from,” Ms. Obana said.

“While short-term activations can be done to quickly win the attention of shoppers, strong brands that are able to evolve with consumer needs and prioritize accessibility will ultimately win the shopping baskets of Filipinos,” she added. — Justine Irish D. Tabile

A REGIONAL trial court in San Fernando, La Union has dismissed a petition to register a parcel of land within the Poro Point Freeport Zone, the Bases Conversion and Development Authority (BCDA) said.

“The BCDA welcomes the favorable decision of the Regional Trial Court of San Fernando in La Union, which dismissed the Petition for Land Registration filed by Shipside, Inc.,” the BCDA said in a statement on Thursday.

“This legal affirmation strengthens the BCDA’s mandate over the property and paves the way for the continued advancement of its strategic development in Poro Point Freeport Zone.

The BCDA is planning to revitalize the San Fernando Seaport and enhance the freeport zone.

“Central to this vision is the San Fernando Seaport, whose continued operation and planned upgrades are vital to generating jobs, supporting livelihoods, and driving inclusive progress,” it added.

According to the BCDA, Shipside’s petition covers 543 square meters of land within the freeport zone.
“The court’s decision marks a critical milestone in unlocking the full potential of Northern Luzon,” BCDA said.

“With PPFZ poised to become a key hub for tourism, logistics, and investment, the region is set to benefit from increased economic activity and long-term growth,” it added.

BCDA oversees the Poro Point Freeport Zone through its subsidiary Poro Point Management Corp. — Justine Irish D. Tabile

THE Philippine Economic Zone Authority (PEZA) said some Chinese companies have expressed interest in expanding current operations or locating in the Philippines.

“PEZA has received numerous inquiries lately, and we see the same sentiments coming from the companies we met in Shenzhen,” PEZA Director General Tereso O. Panga said in a statement on Thursday.

“Surely, this is the best time for the Philippines to host their operations, and we in PEZA assure that with the President at the forefront of this move, we will make it happen in the Philippines,” he added.

PEZA participated in a three-day investment mission organized by the Philippine Consulate General in Guangzhou and the American Chamber of Commerce in South China in partnership with the Philippine Trade and Investment Center (PTIC) in Guangzhou.

PEZA participated in a business forum and business-to-business (B2B) meetings during the event.

“Apart from the forum, PTIC Guangzhou also organized B2B meetings for the PEZA team to meet with companies interested in transferring their operations to the Philippines due to its proximity to China and the impact of the US-China trade war, among many other reasons,” PEZA said.

“These companies are into medical device manufacturing, garments, e-commerce, and electronics sectors and are yet to make any concrete decisions as they are still in the exploratory phase,” it added.

PEZA also conducted a facility tour with Shenzhen Grandsun Electronic Co., Ltd. which has a unit currently operating at the Lima Technology Center in Batangas.

“Grandsun reaffirmed its commitment to expanding operations in the Philippines in the coming years, with plans to bring their whole supply chain to the country and eventually manufacture their full product line domestically,” it said.

Meanwhile, PEZA also met with the China Chamber of International Commerce (CCOIC) Dongguan to discuss collaboration with Dongguan’s business community.

“Noteworthy, some members of CCOIC have conducted an exploratory business mission to the Philippines on April 25-26 to learn more about the business environment of the Philippines and to visit selected ecozones in Laguna and Batangas,” PEZA said.

PEZA said that it is bullish on the entry of multinational companies, especially those with operations in China.

“With the growing interest in the Philippines as the new ‘plus one’ preferred destination in ASEAN by relocating companies from China, we are confident that we can do a quick turnover and welcome these companies as new locators,” said Mr. Panga.

“We must not further delay the relocation of these companies from China to the Philippines in order to secure our position in this evolving regional market.”

According to PEZA, China remains one of the country’s top investment partners, accounting for 22% of total foreign investments.

Within economic zones, Chinese companies accounted for $406 million in exports and 16,000 jobs.

PEZA has achieved 24% of its approval target for the year, after greenlighting P66.34 billion worth of investment pledges in the first five months.

These investments feature companies from South Korea, the US, China, Japan, and the Netherlands.

“As the global business landscape shifts under the China+2 strategy, the Philippines stands ready to serve as a strategic partner in enhancing regional resilience,” Mr. Panga said.

“Through stronger economic ties with China, PEZA is committed to fostering mutual prosperity, fortifying supply chains, and creating a more agile and sustainable investment ecosystem in Asia,” he added. — Justine Irish D. Tabile