Kantar India, an evidence-based insights and consulting company, released the ninth edition of its annual Brand Footprint report. The report ranks the most chosen FMCG brands based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.
Parle Products leads this year’s rankings, followed by Amul, Britannia, Clinic Plus and Tata Consumer Products. With a CRP score of 5,715 (Mn), Parle holds the top spot for the ninth year in a row.
In a year dominated by health and hygiene, Dettol unsurprisingly grew a whopping 48% in CRPs (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25% CRPs (1798 Mn), Vim at 21% CRPs (1454 Mn), Dabur at 14% CRPs (1458 Mn) and Britannia at 11% CRPs (4694 Mn).
Key Highlights:
K. Ramakrishnan, Managing Director, South Asia, Worldpanel Division at Kantar, said, “Brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. Choice is a function of penetration and frequency. However, we always year after year find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic.”
Brand Footprint Top 10 Most Chosen Brands of India in 2020:
2020 Rank |
2019 Rank |
Brand |
CRP (Mn) |
1 |
1 |
Parle Products |
5715 |
2 |
2 |
Amul |
5107 |
3 |
4 |
Britannia |
4694 |
4 |
3 |
Clinic Plus |
4171 |
5 |
6 |
Tata Consumer Products |
2391 |
6 |
5 |
Ghadi |
2195 |
7 |
8 |
Nandini |
2178 |
8 |
9 |
Colgate |
2069 |
9 |
7 |
Aavin |
1984 |
10 |
13 |
Lifebuoy |
1798 |
Brand Footprint follows CRP-based ranking which 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) and the feel towards the brand (reflected in the number of times it is bought).
In its ninth edition, Brand Footprint 2021 delves into 2020 rankings, brand success stories and the impact of Covid-19. It covers brands within FMCG under categories— food, home care, health and beauty, beverages and dairy measuring over 400 brands and 89 billion CRPs.
For more visit www.kantar.com/brandfootprint.