For the 12th year in a row, Parle has topped the charts for being the Most Chosen In-home FMCG Brand in Kantar’s Annual Brand Footprint India report. In the same report’s Out-Of-Home category, it is Britannia who has ranked first.
That being said, the Brand Footprint report is Kantar’s Worldpanel annual ranking of the most chosen Fast-Moving Consumer Goods brands worldwide which employs Consumer Reach Points (CRP) as a metric to measure and compare the success of brands across different markets and regions.
As per Kantar, 1 CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and consumer choice to provide a holistic view of brand performance.
For this year’s edition, Kantar had considered about 445 brands in the FMCG sector across categories such as beverages, home care, foods, health and beauty and dairy.
While it was brands such as Coca Cola Company, Colgate, Maggi followed by OMO which emerged in the list of top five most chosen FMCG brands on the planet, the Indian rankings looked as follows:
Brand Footprint Top 10 Most Chosen In-Home FMCG Brands of India in 2023
Brand Footprint Top 10 Most Chosen OOH FMCG Brands of India in 2023
Other Key Findings of the report include:
- In-Home segment:
- With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
- Consumer Reach Points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.
- All sectors have seen a CRP growth slow down, except dairy.
- Brands chosen more often have greater probability of growing in CRP.
- Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.
- Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:
- 7 brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.
b. Out of Home segment:
- Britannia leads the way in the 2nd edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.
- The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, & Bisleri.
Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”
