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The hottest product categories revealed

A comprehensive report that helps marketers to compete more effectively in these challenging times.
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Part of what will make an entrepreneur successful is knowing what your target market wants. What are the top product categories in the market now? According to the latest top 50 product categories report from Nielsen, Carbonated Softdrinks tops the rankings followed by Wine and Spirits, and Biscuits.


In Nielsen’s recently launched Top 50 Consumer Packaged Goods (CPG) Categories Report, Carbonated Softdrinks outranked other categories in terms of market value, with P79.6 billion in MAT (moving annual total i.e. moving 12 months) in June 2012. However, even as category advertising spend shows an increase of 41 percent, the category remains stable.


“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, managing director, Nielsen Philippines.


Jamieson adds: The report also includes data on household reach and media investments that can answer questions such as: “How are my categories performing versus competing categories? Which categories are the largest and have the widest buying base, and “Which categories are driven by media spend?



Leveraging on Nielsen’s broad portfolio of tracking solutions with nationwide coverage, this report culls data from Retail Index, Advertising Information Services, and Homepanel.In this report, Wines and Spirits comes in at second place with P43.1 billion. This year, the category slightly expands with successful new products. Advertising spend is up by 20 percent versus last year.


Biscuits category moves up two places to third position with active promotions, wider product availability and strong performing new launches seen across biscuit segments, yielding 19 percent growth. This year, the category surpasses Dietetics and Laundry Products in market value at 31.0 billion pesos.


Dietetics gains stronger peso sell, reaching P30.9 billion, and sees maintained media spend. Laundry products boosts ad spend by 18 percent from last year and gains 7 percent value growth to attain P30.3 billion offtake this year.



Powdered Milk, Instant Noodles and Snack Foods maintain previous year’s rankings. The Powdered Milk category shows stable market value from year ago at P22.1 billion even as advertising spend is down by -30 percent. The Instant Noodles category grew by 10 percent, expanding the market to reach P21.3 billion even with maintained ad spend. Snack foods increases in market value to P20.9 billion with 11 percent growth despite showing slight decline in ad spend by -6 percent.



Instant Coffee Mixes experiences the fastest growth among the top 50 categories with 56 percent value increase, moving up four notches to 9th place this year. The category benefits from expanding reach among households and larger media spend with a slew of new launches via different brands.


Toilet Soap rounds up the top 10 bringing in a slightly positive performance despite less advertising spend in 2012. Efficient growth is influenced by the entry of new products and growth of brands with emphasis on benefits beyond cleansing.


Among the 50 biggest categories, fastest expansion in terms of market value is seen for Instant Coffee Mixes, followed by Breakfast Cereals, and Biscuits — leading these categories to move up the rankings. Meanwhile, Tea Drinks encounters the steepest decline; also on decline mode are Ready to Drink Juices and Powdered Juice categories.


Liquid Shampoo brings in the largest total advertising expenditure followed by Laundry Products and Toothpaste. For Filipino households, Laundry Products, Instant Noodles and Cooking Oil are the top must-have categories.



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