Carbonated softdrinks top-selling products in PHL market — Nielsen

Carbonated softdrinks topped the latest ranking of best-selling products in Philippine retail outlets, the local unit of global information and measurement company Nielsen Holdings said Tuesday.

 

In its recently launched Top 50 Consumer Packaged Goods Categories Report, Nielsen said carbonated softdrinks accounted for a market value of P79.6 billion in the 12 months ending June 2012.

 

The category remained stable and advertising by softdrinks companies increased by 41 percent, Nielsen Philippines noted in an e-mailed statement.

 

“The top 50 categories report is a comprehensive report that helps marketers to compete more effectively in these challenging times by directing them to the strongest-selling categories in retail outlets," said Stuart Jamieson, Nielsen Philippines managing director. 

 

Wines and spirits were in the second place with a market value of P43.1 billion. "This year, the category slightly expands with successful new products. Advertising spend is up by 20 percent versus last year," said Nielsen. 

 

The biscuits category moved two notches up to third largely on active promotions, wider product availability, and new launches resulting in a 19-percent growth. Biscuits surpassed dietetics and laundry products in market value at P31 billion. 

 

Advertising in laundry products increased by 18 percent from a year earlier but gained a 7-percent growth in value to P30.3 billion.

 

Powdered milk, instant noodles and snack foods, meanwhile, maintained the previous year’s rankings. Powdered milk was valued at P22.1 billion, instant noodles at P21.3 billion, and snack foods at P20.9 billion.

 

Nielsen said instant coffee mixes was fastest growing among the Top 50 categories, posting a 56-percent value increase and moving up four places to ninth in the latest survey. What supported the category were an expanded reach among households and larger media spending with a slew of new launches by different brands. 

 

Toilet soap ranked 10th with a slightly positive performance despite less spending on advertising this year. Nielsen said efficiency was achieved in growing the category by introducing new products and growth of brands that emphasized on consumer benefits beyond cleansing.

 

Also, among the 50 biggest categories, the fastest expansion in terms of market value was seen in breakfast cereals, and biscuits. Tea drinks, on the other hand, had the steepest decline. — VS, GMA News