CEBU-BORN personal care brand Bioderm broke into the Top 5 fastest-rising fast-moving consumer goods (FMCG) in the Philippines, according to the 2025 Brand Footprint Report by Worldpanel by Kantar—standing out as the sole non-food or beverage name on the list.
Bioderm posted a 24 percent increase in Consumer Reach Points (CRP) for the 12-month period ending October 2024, a metric that combines household penetration and purchase frequency.
The medicated soap brand joins a ranking typically dominated by mass-market food and beverage products, signaling the growing relevance of hygiene and personal care in the post-pandemic consumer basket.
Bioderm, including Bioderm Family Germicidal Soap and Dr. S. Wong’s Bioderm Ointment, is manufactured by International Pharmaceuticals Inc.
The top three risers were beverage and food staples: Nestea led with a 28 percent jump in CRP, followed by condiment brand Mama Sita’s with 26 percent and Coca-Cola with 24 percent. Rounding out the list was Energen, an instant cereal drink, with a 17 percent increase.
“We’re seeing Filipino shoppers become more intentional with their choices. Accessibility, availability and the right consumption fit have become make-or-break factors for FMCG brands,” said Laurice Obana, shopper insights director at Worldpanel by Kantar. “Bioderm’s growth reflects how hygiene remains top of mind for consumers.”
The annual Brand Footprint report tracks over 16 billion shopper decisions in the FMCG category across the Philippines, using CRP as a key measure of brand performance and consumer engagement.
While food and beverage products remain dominant in volume, the report also reaffirmed long-term brand loyalty among consumers. Instant noodle brand Lucky Me remained the Most Chosen FMCG Brand in the Philippines for the 10th straight year, with 903 million CRP. It was followed by Nescafe (785 million CRP), Kopiko (631 million CRP), Coca-Cola (594 million CRP), and Silver Swan (564 million CRP).
“To expand reach and grow faster, brands need to be where the consumers are—across multiple channels and consumption occasions,” Obana added. “Those that adapt and prioritize shopper relevance will continue to dominate Filipino households.”
The report’s findings reflect a highly competitive FMCG environment, where both legacy brands and emerging names must continually evolve to retain shopper loyalty in a fragmented and convenience-driven market. / KOC