Parle is most chosen brand in India: Kantar's Brand Footprint 2020 report

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.

K. Ramakrishnan

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

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:

1. Scoring the highest CRP (mn) at 6029/ +12% Parle, ranks first followed by Amul at 4,632 CRP (mn)/ +17%, Amul at 4,632 CRP (mn)/ +17%, Clinic Plus at 4,514 CRP (mn)/ +32%, Britannia at 4,215 CRP (mn)/ +29% and Ghari at 2,438 CRP (mn)/ +12%.
2. Five new brands joined the Billion CRP Club this year Dabur, Vim, Sunfeast, Brooke Bond & Patanjali. 21 brands made it to this group in 2019 compared to 16 in both 2018 and 2017.
3. Over 2/3rd of the top 50 brands are Indian Origin brands (36) while global stands at 14.
4. Global brands (29 %) show 1.8x growth compared to Indian Origin brands (16%). Global brands are growing almost twice as fast at 29% compared to Indian Origin brands at 16%.
5. Consumers make significantly more choices this year, leading to a significantly better CRP performance by brands- 57 % brands record growing CRPs.
6. Bigger brands find better growth and follow the Golden Rule, brands grow faster by growing penetration,
7. Colgate stands at the highest penetrated brand at 88%.
8. Surf Excel remains marks a consistent CRP growth rate at +20% scoring 1566 mn CRP.
9. 58 brands saw a penetration gain of 1% or more. Leading the category is Ponds at 5.8% followed by Harpic (4.8%), Comfort (4.5%). 1% penetration gain adds an extra 2.9mn shoppers to the brand.
10. In the foods category Britannia clearly charts out a success story as the 2nd most chosen brand, 7th highest penetrated brand with a household penetration at 67.6%. While Aashirvaad saw a surge with 4% penetration increase and +55% CRP growth.
11. Within homecare, Surf Excel marks +48% CRP growth while recording +3.4% penetration increase, closely followed by Vim at +44% CRP growth and +3.2% penetration.
12. Dabur comes out strong in the personal care & foods category with +34% CRP growth, making it the 5^th most chosen beauty & health brand in India with a 70.0% household penetration.

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.

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