Most chosen FMCG brands Philippines 2017 by penetration rate

The statistic shows the results of a survey about the most chosen FMCG brands in the Philippines in 2017, broken down by the penetration rate. In 2017, Lucky Me had a penetration rate of 98.3 percent, followed by Surf with a penetration rate of 91.3 percent.

The Brand Footprint ranking measures how many times a FMCG brand is bought at the point of sale, how many households bought each brand and how many times they did it within one year.
In the Philippines, the study analyzed a total of 17 billion shopper decisions of 23 million Filipino households, covering 530 brands in the 12 months to November 2017.

Most chosen FMCG brands in the Philippines in 2017, by penetration rate

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Release date

June 2018



Survey time period


Number of respondents

23 million households

Special properties

figures based on shopper decisions

Method of interview

Online survey

Supplementary notes

Penetration rate refers to the percentage of global population buying the brand at least once.

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