Kantar has rolled out the 11th edition of its annual Brand Footprint India report. 

It ranked the most chosen (in-home and out-of-home) 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. 

This year’s report splits the most chosen brands across in-home and the inaugural edition of the out-of-home (OOH) list for the first time. 

The OOH list has been introduced keeping in mind the evolution in the behaviour and preferences of the Indian consumer.

The focus group for the findings of the Kantar report were based on two factors: 

The home panel (purchases meant for in-home consumption): National coverage with urban, rural, all pop strata and all affluence classes. OOH Panel (purchases meant for out-of-home consumption): 10 Lac+ Towns (1 million+ towns), NCCS ABC & Food & Beverages categories.

Overall, the report aimed to cover brands within the FMCG categories of foods, home care, health and beauty, beverages, snacking and dairy measuring over 408 brands and 107 billion CRP’s.

With a CRP score of 7449 million, Parle holds the top spot for the 11th consecutive year, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.  

As for the OOH brand ranking, Britannia leads the way in the inaugural OOH brand rankings with 498 million CRPs. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top five are all snacking brands.

Other highlights of the report: 

1. Overall, consumer reach points have increased almost 50% in last five years.
2. Four new brands: Balaji, Lux, Sunsilk, and Nirma joined the billion CRP club in 2022. Over the last five years, the number of brands in the billion CRP club has increased from 16 to 28.
3. Beverages is the fastest growing category this year.
4. More than half of the brands grew in terms of CRP. This number is highest in the Foods and beverage categories.
5. Dairy brands have low penetration but higher frequency to have more reach points:

K Ramakrishnan, managing director - South Asia, Worldpanel Division, Kantar, said, “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 ten years. As we see over the years, consumers are making increasing trips for purchase and that adds to 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.”