Campaign Asia- Pacific’s Top 1000 Brands has released the top 100 brands in the Philippines this 2018! In collaboration with Nielsen, this research claims to be the most comprehensive in terms of consumer brand perception. The study explores consumers’ attitudes in 14 specific market, with 400 respondents from Philippines. It includes 15 major brand categories and 81 sub-categories.The respondents were given these following questions:
“When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”
“Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?”
Top 100 Brands in the Philippines in 2018
The list is dominated by global Consumer Electronics and Household and Personal Care brands. I’m a little bit surprised that only one brand from the food category made it to the top 10. And with Nike as the top apparel brand to boot. Well, that furthers Filipinos shift to an active and hopefully, healthier lifestyle.
It’s just sad that local brands are way further down. We got BDO and BPI in the 17th and 18th place respectively. And from the Food Category, we got Magnolia at 24th and Lucky Me at the 29th place. Jollibee’s at 41st while it’s rival, foreign brand McDo’s at 55th place. There’s also a dedicated page about the strongest home-grown brands in the Philippines and there they cited Jollibee at the top. A bit confusing when you see the actual rank, to be honest.
Philippines’ page also contains information about demographics, spending behavior, average income disposal, FMCG growth, consumer confidence index, etc.
As per United Nations 2017 Population Prospects there’s about 105 million Filipinos, dominated by 0 -14 years of age which consists 32%. This is followed by Gen Y, or those that are 20 to 34 years old at 25%. It’s important to note though that in terms of direct buying power, you want to bet with Gen Y and Gen X markets (age range: 20 to 49 years old) as they consist 44.7% of the population combined. And this market is what would actually back the demand or the influence on consumption from the younger ones because of their purchasing power.
It’s really nice to know that behind Food and Education, Filipinos are now more into Savings and Investment. And contrary to what many of us believe, only 3.2% of the respondents spend on pleasure travel or vacation. This is much lower than the ones who enjoy dining out at 6%.
Reports are also in for Australia, China, Hong Kong, Japan, and Singapore. And we’re about to see the drill down on the following markets in the next few weeks: India, Indonesia, Korea, Malaysia, New Zealand, Taiwan, Thailand and Vietnam.
I strongly recommend you visit Campaign Asia-Pacific’s 1000 Top Brands because it would also allow you to compare brands per year and by APAC market or category. You can also pit brands against each other. It’s really a marketer’s and advertiser’s haven. Happy exploring!
P.S. Congratulations Samsung! And Apple, keep up! Though what I really want to say is, we Filipinos should love our own products more. It’ll be nice if the top 10 are all home-growns.
P.P.S. Of course, as in any other research, please take the result with a pinch of salt, because if there’s only 400 respondents from the Philippines and there’s already 105M of us, that means, the sample isn’t even 1% of the population, hardly a solid representation of the country.
As always, thanks for dropping by!
I used Canva to create the Featured Image