The Worldpanel Division of Kantar has released the eighth edition of its report ‘Brand Footprint 2020’, which presents the annual ranking of FMCG brands based on the Consumer Reach Points that the brands score in a year.
Brand Footprint follows CRP-based ranking that considers the actual purchase made by the consumers and the frequency at which these purchases are made in a year. In other words, they measure the mass appeal of the brand (reflected in penetration of the brand) and the feel towards the brand (reflected in the number of times it is bought).
According to the report, while Parle is the most chosen brand in India, Dabur, Vim, Sunfeast, Brooke Bond and Patanjali have joined the Billion CRP club this year.
The report says more than two-thirds of top 50 brands are Indian origin brands (36) while the global number stands at 14.
When BestMediaInfo.com asked K. Ramakrishnan, Managing Director, South Asia, WorldPanel Division, Kantar, if this has to do anything with the rising ‘local’ or Make In India sentiments, he said, “This is not true. Global brands meant being available in more than two continents. Therefore, brands such as Fair & Glow, Clinic Plus, etc., were not considered as global brands. Further, when we checked with consumers about which brands are global and which are local, they don’t seem to have any idea and group brands interchangeably. For e.g., consumers felt Clinic Plus, Surf Excel and Brooke Bond were Indian brands. Likewise, they felt Vivel, Real Juice, etc., were global brands. Now both of these are wrong. Also, the ranking is for performance in 2019. Therefore, the Make in India rhetoric perhaps does not have any influence on this.”
He said the growth of frequency and penetration is function of product, pricing, packaging or great distribution. However, one of the factors of the growth of any brand could have been the celebrity association as well.
Top 10- Brand Footprint Most Chosen Consumer Brands
Rank |
Brand |
CRP(m) |
1 |
Parle |
6,079 CRP (mn) +12% |
2 |
Amul |
4,632 CRP (mn) +17% |
3 |
Clinic Plus |
4,514 CRP (mn) +32% |
4 |
Britannia |
4,215 CRP (mn) +29% |
5 |
Ghari |
2,438 CRP (mn) +12% |
6 |
Tata |
2,212 CRP (mn) +16% |
7 |
Aavin |
2,080 CRP (mn) -10% |
8 |
Nandini |
2,025 CRP (mn) -2% |
9 |
Colgate |
1,868 CRP (mn) +23% |
10 |
Wheel |
1,630 CRP (mn) +14% |
Ramakrishnan also said CRPs are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer.
He added, “It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year.”
With the Covid-19 pandemic, the report stated that Food and Beverage brands get picked up more often except Parle and Tata due to drop in frequency. For example, Amul is chosen over 100,000 additional times during the Covid months of March-May. Also, personal and home care brands drop CRPs. Despite CRPs, trip size increases, causing top brands to grow volume.
Key findings:
The report covers brands within FMCG under categories—Foods, Home Care, Health & Beauty, Beverages and Dairy measuring over 575 brands and 87 Billion CRPS.
The full report can be read at kantar.turtl.co/story/brand-footprint-2020.