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Covid2019 did not upset top brands’ growth: Kantar report

The report states Parle is the most chosen brand in India

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NEW DELHI: According to Kantar’s Brand Footprint 2020 report, brands including Parle, Amul, Clinic Plus, Britannia and Ghadi emerged as the topmost chosen brands in the country in 2019. The report is an annual ranking of FMCG brands based on the Consumer Reach Points the brands scored in a year. The report is in its eighth edition this year.

Brand Footprint 2020 follows CRP based ranking which considers the actual purchase made by the consumers and the frequency at which these purchases are made in a year.

According to the report, scoring the highest CRP (million) at 6029 with a 12 per cent increase, Parle ranked first, which was followed by Amul at 4,632 CRP (million) and 17 per cent increase, Clinic Plus at 4,514 CRP (million) with 32 per cent increase, Britannia at 4,215 CRP (million) with a 29 per cent increase and Ghadi at 2,438 CRP (million) with a 12 per cent increase.

The report further highlighted that this year five new brands made it to the Billion CRP Club including Dabur, Vim, Sunfeast, Brooke Bond and Patanjali and 21 brands joined this group in 2019 compared to 16 in both 2018 and 2017.

Consumers made significantly more choices this year leading to a significantly better CRP performance by brands - 57 per cent brands record growing CRPs and bigger brands find better growth and follow the golden rule, brands grow faster by growing penetration. Colgate stands at the highest penetrated brand at 88 per cent, as per the report.

In the foods category, Britannia is the second-most chosen brand, seventh-highest penetrated brand with a household penetration at 67.6 per cent. Aashirvaad saw a surge with 4 per cent penetration increase and +55 per cent CRP growth.

Dabur as a brand came out strong in personal care and foods category with 34 per cent increase in CRP growth, making it the fifth-most chosen beauty and health brand in India with a 70 per cent per cent household penetration.

“Consumer reach points are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer. It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year,” Kantar MD- south Asia, worldpanel division K Ramakrishnan said. 

The report concluded that 2020 is the year of global brands and for the brands that focused on reaching more targets were the clear winners. It also said that Covid2019 did not upset the top brands’ growth.

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