Marketing data and analytics company Kantar revealed findings from the 11th edition of its annual Brand Footprint India report to the media at an online event on July 26, 2023.
The report ranks the ‘Most Chosen’ (in-home and out-of-home) FMCG brands based on ‘Consumer Reach Points’ (CRPs). CRP considers purchases made by consumers and the frequency of purchases in the calendar year (2022).
FMCG sectors considered were Beverages, Home Care, Foods, Health & Beauty and Dairy. A total of 408 brands were considered.
With a CRP score of 7449 million, Parle holds the top spot for the 11th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
Speaking at the launch, K Ramakrishnan, Managing Director – South Asia, Worldpanel Division, Kantar, said, “Consumer Reach Point is the product of three things – population, penetration, consumer choice. For the year 2022, sector-wise, beverages was the fastest growing category. The health and beauty category includes a lot of personal hygiene products like sanitisers and hand-wash, which were very big in the pandemic year 2021. So the growth in 2022 over 2021 was not substantial.”
The OOH list has been introduced keeping in mind the evolution in the behaviour and preferences of the Indian consumer, according to Kantar.
“The consumer for both out-of-home and in-home brands is the same. However, the factors that drive or trigger the purchase for in-home and out-of-home seem to be a little different. By its very nature, OOH consumption is by and large for food and beverages. In the top 10, whether it is in-home or OOH, there are four common brands – Britannia, Parle, Amul and Sunfeast,” Ramakrishnan added.
Britannia leads the inaugural OOH brand rankings with 498 mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top five are all snacking brands.
The five most chosen OOH beverage brands in India are Frooti, Thums Up, Amul, Maaza and Sprite.
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