Parle Most-chosen In-home FMCG Brand For 12 Consecutive Years: Kantar

Kantar has released the 12th edition of its annual Brand Footprint India report. The report ranks the most chosen (in-home & out-of-home) FMCG brands based on consumer reach points (CRPs). CRP considers the actual purchases made by consumers and the frequency at which these purchases are made in a calendar year.

Key findings In The 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 (CRPs) continue to grow, however are slightly lower than last year. Overall, CRPs have increased almost 33 per cent in the last five years

-All sectors have seen a CRP growth slow down, except dairy

-Brands chosen more often have a 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 per cent in CRPs in 2023

-Sunfeast leads the way in the 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 per cent penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.

Key findings In The Out-of-home Segment:

1. Britannia leads the way in the 2nd edition of OOH brand rankings with 628 million CRPs. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as in 2023.

2. 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 says, “Consumer choice is a 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 to their options and in turn, their choice. This is reflected in the constant increase in CRPs. We also introduced an out-of-home ranking last year as OOH consumption is on the rise and has different choice triggers.”