Parle Products are India’s most chosen FMCG brand, as per Kantar India’s 2022 Brand Footprint report. Amul, Clinic Plus, Britannia, and Tata Consumer Products follow Parle Products in order of popularity and round up the top five spots.
The yearly report, which is now in its 10th year, ranks the most chosen FMCG brands based on consumer reach points. CRP considers the actual purchase made by consumers and the frequency rate of these purchases that are made in a year.
As per reports, Parle Products has a CRP score of 6,531 million and holds the top spot for a record 10 years in a row, followed by Amul, Clinic Plus, Britannia, and Tata Consumer Products with CRP scores of 5,561 million, 5,370 million, 4,506 million and 2,723 million, respectively.
K Ramakrishnan, MD South Asia, Worldpanel division at Kantar, says that Parle Products has been the number one brand for all editions of brand footprint, which shows the extent of penetration and the extent of the frequency the list of brands has caught.
The report states that the bigger the brand is, the faster the growth will be. Bigger brands (with over 61% penetration levels) grew faster, with over 8% growth in 2021 over 2020.
The report also revealed that Haldiram has joined the billion CRP club and has entered the top 25 at number fetching 24th place. The report mentions that dish wash soap brand Vim, from the house of Hindustan Unilever, achieved the biggest penetration gain over 2020 and gained the most shoppers in 2021.
Growth in CRPs
Overall, CRPs have risen from 89 billion to 98 billion, with the growth rate going from 3% in 2020 to 9% in 2021. This growth in CRPs is led by food, health & beauty, and beverages categories. As Ramakrishnan points out that the CRP growth had been exceptionally low because of the COVID pandemic last year.
Ramakrishnan says that consumers’ choice is the greatest strength of a brand. The choice is a function of penetration as well as frequency, and this year, as consumers returned to the marketplace in droves after tightening their purses in the previous year, frequency jumped significantly, which is now reflected in the big jumps most brands took in their CRPs.
Success mantra
As revealed in the Kantar report, one of the biggest factors that work for brands is that, they are reaching out to many people as their distribution is helping in building their penetration. The second is the packets that the brand continues to hold on to. Ramakrishnan explains that by offering appropriate lower pack sizes, brands can get more people as trialists and can also enhance their frequency.
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