Parle Products tops 'in-Home FMCG category' for 11th year in a row: Kantar Brand Footprint report

The release of the 11th edition of Kantar’s Annual Brand Footprint India report saw Parle Products emerge as the winner in the in-home FMCG category, for 11 years straight, with a Customer Reach Points score of 7449 million.

Following Parle were brands such as Britannia, Amul, Clinic Plus and Tata Consumer Products. 

In fact, four new brands, namely- Balaji, Lux, Sunsilk and Nirma also joined the Billion CRP club in 2022 . In the past five years, the number of brands in the same club increased from 16 to 28.

Interestingly, this was also the inaugural year of Kantar’s decision of including Out Of Home category as well in its rankings and saw Britannia supersede Haldiram’s, Cadbury, Balaji, Parle Products, Lay’s, Amul, Kurkure, Sunfeast and Bingo with a CRP score of 498 million.

In the beverage category, the five most chosen OOH beverage brands in the country as per the report are Frooti, Thums Up, Amul, Maaza, and Sprite, which in itself is a recognition for the Coca-Cola Company whose three beverage brands are already enlisted in the top 5.

Brand Footprint Top 10 Most Chosen In-Home FMCG Brands of India in 2022

Brand Footprint Top 10 Most Chosen OOH FMCG Brands of India in 2022

Notably, the report follows CRP based ranking which considers the actual purchase made by the consumers and the frequency at which these purchases are made in a calendar year which essentially leads to the measurement of brand’s mass appeal that is often reflected in penetration of the brand and the feel towards the brand which is reflected in the number of times it is bought.

As per K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar, consumer choice is the ultimate strength test for a brand and Brand footprint has been a widely acclaimed ranking system to measure this for the past 10 years.

“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 CRPS we observe. As purchases for out-of-home consumption are on the rise and seem to have different choice triggers, we found it necessary to introduce a ranking specifically for these categories, where there is a significant out-of-home component,” he added.

Sharing the rationale behind a bunch of dairy brands finding their way into these rankings, Ramakrishnan, who is commonly known as Ramki, stated that fundamentally because even though their penetration is much lower (in single digits), their average frequency is extremely high which further results in a very high CRP for them and that's why they feature in this list.

As per Ramki, the same can be attributed to the increasing penetration of brands through their vast array of offerings as well as the consumer choices through varied package sizes since population as a metric is beyond control and therefore cannot be played around with to increase the CRP score.

Overall, the report measures and covers over 408 brands within FMCG under the categories of Foods, Home Care, Health and Beauty, Beverages, Snacking and Dairy and leading up to a CRP tally of 107 billion.

Of this, beverages is the fastest growing category as per the report, this year, with a CRP growth of 6%, up from the previous year’s 18% to 24% now along with homecare which grew by 1%, up from the previous year’s 6% to 7% this year. Overall, the FMCG category as a whole saw a decline of 2% this year as growth from  Foods went down 4%, Health and Beauty 6% and Dairy 2%.

Elaborating on the growth of the beverage category, he said, “The growth in beverages is two folds- both in hot beverages as well as cold beverages. In fact, if you see in 2022, the growth was essentially on top of 2021, when the summers were really bad and there was a second wave of COVID, as a result of which a lot of cold drinks players had a bad summer. But for hot beverages, most of them have worked on penetration and attracting newer consumers, which has further contributed to the growth of beverages.”

“In 2023, the case may be slightly different because we have not had a great summer and therefore some of the cold beverages have had difficult times or even muted growth,” Ramki opined.

The report further also mentioned that more than half of the brands grew in terms of CRP and that the number was the highest in the categories of Foods and Beverages.

Commenting on the focus group or coverage for measurement and ranking, Ramki shared that Kantar took into consideration National coverage with urban, rural, all pop strata and all affluence classes for the in-home panel, i.e.- purchases meant for in-home consumption.

For the OOH panel, i.e.- purchases meant for out-of-home consumption, Kantar considered the coverage of over 10 Lakh Towns (1 million+ towns), NCCS ABC and Food and Beverages as categories.

The report also highlights that at an overall level, CRPs have increased almost 50% in the last five years, from 73 billion CRPs in 2018 to 107 billion CRPs in 2022.

“Out of all the metrics that one can use for ranking brands, we always believe that there is only one point at which one decides to make a purchase and that point is called the moment of truth because that is when you make the final choice. We measure the brands that win at that final moment of truth using Consumer Reach Points which is a product of three different things- the population of the country or the number of households, the penetration or the percentage of households buying a given brand in a given period and consumer choice which is basically the number of interactions with your brand across categories in a year and what it means is the frequency at which you buy,” he elaborated.

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