MUMBAI: Worldpanel by Nandumerator released the 13th edition of its annual Brand Footprint India report today. The report ranks the Most Chosen (in-home out-of-home) 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.
Overall Highlights:
1. FMCG brand choices in India continued to grow in 2024, though at a slower rate than the previous year.
2. The deceleration was largely driven by a slowdown in the foods and beverages sector.
3. Post-pandemic, brands in India continue to have better odds of growth compared to global averages (60:40 in India vs. 50:50 globally).
4. Smaller brands recorded higher CRP growth in 2024, while growth rates among larger brands slowed.
In-home Category Highlights:
- Parle retained its #1 position with 8,605 million CRPs, followed by Britannia (8,241m), Amul (6,517m), Clinic Plus (3,977m) and Surf Excel (3,438m). Surf Excel entered the Top 5 for the first time, steadily moving up- from 8th in 2023, to 6th in 2024
- Parle retained its #1 position with 8,605 million CRPs, followed by Britannia (8,241m), Amul (6,517m), Clinic Plus (3,977m), and Surf Excel (3,438m). Surf Excel entered the Top 5 for the first time, climbing from 8th in 2023 to 6th in 2024, and now 5th.
- Haldiram’s broke into the Top 10 for the first time, rising steadily from 19th in 2023 to 11th in 2024, and now 10th.
- Notable penetration gains were recorded by Surf Excel (+4.9), Haldiram’s (+4.1), and Godrej Expert (ranked 97, +4.1).
- Standout growth stories included:
a. Balaji: Expanded rural presence with small packs, adding 10 million new shoppers (+22% CRP growth).
b. Everest: Added 7 million new shoppers (+10% CRP growth) with distribution expansion and a wider pure spices range.
c. Goodknight: Innovation-led growth through anti-mosquito incense sticks and affordable repellents, gaining 9 million new shoppers (+14% CRP growth).
d. Wagh Bakri: Expanded beyond western India, adding 5 million new shoppers (+19% CRP growth).
e. Godrej Expert Crème: Boosted reach by 15 million new shoppers (+37% CRP growth) through affordable packs and rural van distribution.
Out-of-Home Category Highlights:
- Britannia retained its leadership in the OOH category with 655 million CRPs, followed by Haldiram’s (510m), Cadbury (460m), Balaji (458m) and Parle (299m).
- Strong performers included Balaji (+41% CRP growth) and Amul (+19% CRP growth).
- The Top 5 remained dominated by snacking brands, reaffirming the strength of India’s out-of-home snacking culture.
Commenting on this year’s report, K. Ramakrishnan, MD South Asia, Worldpanel by Numerator said, “Consumer choice remains the most reliable test of a brand’s strength, and Brand Footprint has consistently captured this reality for over a decade. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players. This year’s findings reaffirm that growth comes from expanding the shopper base, whether it’s through innovation, new formats or deeper rural reach. While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground.”
