we never considered what competitors were using in their similar products.
Then perhaps you should - maybe your competitors know something you don't? ([EDIT: I'm not referring to 'you' specifically - what you did worked presumably worked well for you/your company - but I don't think your approach is desirable for many/most developments].
'Considering' doesn't mean 'blindly following' or even conducting a protracted in depth analysis. But if your competitors are reasonably competent you should at least consider, even if briefly, why they might have made their choices the way they did.
We evaluated each MCU for fitness for our purpose and not on its popularity.
Risking choosing a product which could get very expensive or obsoleted in short order because you are the only manufacturer in the market not using the popular part - which gets ever cheaper as popularity drives volumes and even brings in second or third sources? Ok. the latter isn't very common these days but does still happen occasionally - eg. the GD STM32 clones.
Popularity is good and should be high on the list of factors influencing the decisions. Popularity likely means a larger pool of available experienced developers in the job market. Third party tools, software and hardware may become available for popular parts, but not obscure ones. This might become important later when you find that the part itself, or the maufacturer's tools turn out to have some crippling bugs, limitations or performance and productivity stifling issues that they are unwilling to fix because of low demand.
Popular parts are much more likely to get silicon revisions to fix errata and/or improve cost and performance and to add new features. At the least the manufacturer isn't going to put much effort into support for low volume parts.
Meanwhile your competitors are laughing all the way to the customers, even if their design isn't the most elegant or 'optimal' from an engineering viewpoint.
[EDIT] Clearly this is all very dependent on the market you are operating in - highly specialised, low volume markets developing one off solutions for specific customer requirments is very different to consumer type products where the design might have a long lifespan with incremental development and improvement over many years.