Kantar has released the 12th edition of its annual Brand Footprint India report. The report ranks the Most Chosen (in-home and out-of-home) FMCG Brands based on Consumer Reach Points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.
The report's key findings include the following:
In-Home segment:
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With a CRP score of 7980 million, Parle holds the top spot for a record 12th year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
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Consumer Reach Points (CRP’s) continue to grow, however are slightly lower than last year. Overall, CRP’s have increased almost 33% in the last five years.
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All sectors have seen a CRP growth slow down, except dairy:
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Brands chosen more often have a greater probability of growing in CRP:
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Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023.
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Sunfeast leads the way in the biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:
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Seven brands in the top 25 in-home rankings show more than 20% penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.
Out of Home segment:
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Britannia leads the way in the 2nd edition of OOH brand rankings with 628 million CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top 5 rankings are all snacking brands and remain the same as 2023.
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The five Most Chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza and Bisleri.
Brand Footprint Top 10 Most Chosen In-Home FMCG Brands of India in 2023:
2024 Rank |
2023 Rank |
Brand |
CRP (Mn) |
1 |
1 |
Parle Products |
7980 |
2 |
2 |
Britannia |
7937 |
3 |
3 |
Amul |
6137 |
4 |
4 |
Clinic Plus |
4144 |
5 |
5 |
Tata Consumer Products |
3035 |
6 |
8 |
Surf Excel |
2784 |
7 |
10 |
Sunfeast |
2715 |
8 |
6 |
Nandini |
2492 |
9 |
9 |
Aavin |
2333 |
10 |
7 |
Colgate |
2211 |
Brand Footprint Top 10 Most Chosen OOH FMCG Brands of India in 2023:
2024 Rank |
2023 Rank |
Brand |
CRP (Mn) |
1 |
1 |
Britannia |
628 |
2 |
2 |
Haldiram’s |
442 |
3 |
3 |
Cadbury |
427 |
4 |
4 |
Balaji |
362 |
5 |
5 |
Parle Products |
302 |
6 |
6 |
Lay’s |
268 |
7 |
7 |
Amul |
252 |
8 |
8 |
Kurkure |
195 |
9 |
9 |
Sunfeast |
178 |
10 |
10 |
Bingo |
167 |
Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. 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 CRP’s. We also introduced an out-of-home rankings last year as OOH consumption is on the rise and has different choice triggers.”
You can view the full report down below: