Kantar India released the 10th anniversary edition of its annual Brand Footprint report today. The report ranks the Most Chosen FMCG Brands based on Consumer Reach Points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.
Parle leads this year’s rankings, followed by Amul, Britannia, Clinic Plus and Tata Consumer Products. With a CRP score of 6531 (Mn), Parle holds the top spot for a record 10th year in a row.
Haldiram’s joins the billion (Bn) CRP club and enters the top 25 at #24. Anmol also joins the Bn CRP club and jumped one place to #23.
- Overall consumer reach points (CRP’s) have increased from 89 Bn to 98 Bn with the growth rate going up from 3% in 2020 to 9% in 2021.
- This growth in CRP’s is driven by Food, Health & Beauty and Beverages categories.
- As shadow of lockdowns fade, purchase frequency improves leading to CRP growth. The number of brands growing in terms of CRP improves in 2021 (70%) over 2020 (56%).
- The bigger the brand, the faster the growth: Big brands (with over 61% penetration levels) grew the fastest with over 8% growth in 2021 over 2020.
- Some snacking brands grew over 30%, with Balaji growing by 49%, followed by Kurkure at 45% and Bingo at 37%.
- Within beverage brands, Nescafe registered a 19% CRP growth followed by Boost at 15%.
- Inflation expected to grow CRPs even further
Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer’s choice is the ultimate strength test for a brand, and Brand Footprint has been a formidable ranking system to measure this for the past ten years. Choice is a function of penetration as well as frequency, and this year as consumers returned to the marketplace in droves after tightening conditions in the by-gone year, frequency jumped significantly, which is reflected in the big jumps most brands took in their CRPs.”
Brand Footprint Top 10 Most Chosen FMCG Brands of India in 2021: