Kantar 2024 report: Parle and Britannia top FMCG brand choices in India

Parle and Britannia have emerged as the most chosen in-home and out-of-home fast-moving consumer goods (FMCG) brands in the nation, according to the latest Kantar Brand Footprint India 2024 report, 

The research, conducted on over 445 FMCG brands based on Consumer Reach Points (CRP), places Parle at the top spot as the most chosen in-home FMCG brand for the 12th consecutive year with a CRP score of 7,980 million. It's followed by Britannia (7,937 million), Amul (6,137 million), Clinic Plus (4,144 million), and Tata Consumer Products (3,035 million).

CRP measures how often a brand is chosen by consumers. It combines penetration (percentage of households buying the brand), frequency (how often they buy it), and population (total households). This metric helps compare brand popularity and reach within the FMCG sector.

In accordance with the report, for the out-of-home brand rankings, Britannia leads with 628 million CRP points, surpassing Haldiram’s (442 million), Cadbury (427 million), Balaji (362 million), and Parle (302 million) to claim the 'most chosen' title.

The report also indicates a substantial growth in CRPs over the last five years, with an increase of almost 33%. However, this year's numbers show slower growth, with CRPs inching up to 115 billion from 107 billion last year.

This trend is evident in sectors such as FMCG, foods, homecare, health and beauty, and beverages, which registered slower CRP growth in 2022-2023, except for the dairy sector, which grew by 2%.

Despite this, Haldiram’s and Balaji still performed well in CRPs, entering the top 25 in-home brand list as the only two brands growing by more than 30% in 2023. In terms of penetration, brands like Sunfeast, Sunsilk, Stayfree, and Oreo made significant marks by reaching the top 10 list.

K. Ramakrishnan, managing director of the South Asia Worldpanel division at Kantar, believes the increasing availability of brand options is evolving the Indian consumer's choices, resulting in uniform CRP growth.

“Consumer choice is a very reliable strength test for a brand across market conditions, and Brand Footprint has been an acclaimed ranking system for over a decade now. As we observe, consumers are making more frequent purchase trips, expanding their options and, in turn, their choices,” Ramakrishnan stated.

“This is reflected in the constant increase in CRPs. We also introduced out-of-home rankings last year as OOH consumption is on the rise and has different choice triggers,” he added.

The Kantar report measured and compared brands across different markets and regions, integrating data based on population, penetration, and frequency. It also considered every strategy, campaign, and marketing investment converging at a shopper’s final choice.

A recent study by Credit Rating Information Services of India (CRISIL) projected 7-9% growth for the FMCG sector in the fiscal year 2024, citing higher volumes, a revival in rural demand, and steady urban consumption as major reasons for the sector's upward movement.

Moreover, the Budget 2024 announcements, such as the increase in the standard deduction by INR 25,000 for income-tax payers and slab revisions, are set to enhance purchasing power and boost consumer demand.

“The various Budget proposals will mean more disposable income in the hands of consumers, leading to sustained demand for branded consumer goods. The push on urban and rural growth will help boost rural consumption and increase discretionary spending,” said Mohit Malhotra, CEO of Dabur India, in a Business Standard report.