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Parle emerges as India’s Most Chosen FMCG Brand: Kantar India

As many as 19 Indian brands find place in the Top 25 list

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New Delhi: Parle Products has once again emerged as the top FMCG brand in the ninth edition of the annual Brand Footprint India report released by Kantar India.

The report ranks the ‘Most Chosen FMCG Brands’ based on the Consumer Reach Points (CRP’s), which consider the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year. Higher the CRPs, higher the opportunity for brand growth.

With a CRP score of 5715 (million), Parle holds the top spot for a record ninth year in a row, said Kantar India. It is followed by Amul, Britannia, Clinic Plus and Tata Consumer Products.

In a year dominated by health & hygiene, Dettol grew a whopping 48 per cent in CRP’s (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25 per cent CRP’s (1798 Mn), Vim at 21 per cent CRP’s (1454 Mn), Dabur at 14 per cent CRP’s (1458 Mn) and Britannia at 11 per cent CRP’s (4694 Mn).

The overall consumer reach points (CRP’s) have increased from 86 billion to 89 billion however, the rate of growth has plummeted down to four per cent, from eight per cent in 2019. COVID impacted the frequency of purchase as average trips made to purchase grocery reduced but more purchases per trip were recorded in 2020.A

According to the report, purchase frequency reduced by one per cent but spend per trip grew by five per cent, which led to lower number of brands (50 per cent) growing in terms of CRP as compared to 2019 (72 per cent). Growth in CRP is also directly proportional to the brand hierarchy in the ranking. Across the board, the percentage of brands growing fell by 22 per cent however brands in the top 50 only fell by 14 per cent (over 2019).

Penetration continues to remain the driving force. Low penetrated brands showcase a CRP growth of three per cent while high penetrated brands show a 4.5 per cent growth. At 88 per cent, Colgate (including all brands like Dental Cream, Cibaca, Active Salt, Gel etc) recorded the highest household penetration in 2020. The overall brand gains (in terms of penetration) are led by health and hygiene brands like Dettol (13.3 per cent), Lifebuoy (6.3 per cent), Savlon (5.4 per cent) and Harpic (4.3 per cent).

Worldpanel Division at Kantar, managing director- South Asia, K. Ramakrishnan said, the brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. “Choice is a function of penetration and frequency. However, year after year, we find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic,” he added.

Brand Footprint Top 10 Most Chosen Brands of India in 2020:

2020 Rank

2019 Rank

Brand

CRP (Mn)

1

1

Parle Products

5715

2

2

Amul

5107

3

4

Britannia

4694

4

3

Clinic Plus

4171

5

6

Tata Consumer Products

2391

6

5

Ghadi

2195

7

8

Nandini

2178

8

9

Colgate

2069

9

7

Aavin

1984

10

13

Lifebuoy

1798

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