Mumbai: Kantar has released the 11th edition of its annual Brand Footprint India report. The report ranks the most chosen (in-home & 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.

This year’s report splits the most chosen brands across in-home and the newly launched out-of-home (OOH) list for the first time. The OOH list has been introduced keeping in mind the evolution in the behaviour & preferences of the Indian consumer.

Key findings: In-Home segment:

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

2.  Overall, consumer reach points have increased almost 50 per cent in last five years.

3.  Four new brands: Balaji, Lux, Sunsilk, 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.

4.  Beverages is the fastest-growing category this year.

5.  More than half of the brands grew in terms of CRP. This number is highest in the Foods & Beverage categories:

6.  Dairy brands have low penetration but higher frequency to have more reach points:

Key findings: Out-of-home segment:

1.  Britannia leads the way in the inaugural OOH brand rankings with 498Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top five are all snacking brands.

2.  The five most chosen OOH beverage brands in India are Frooti, Thums Up, Amul, Maaza, & Sprite. 

Speaking about this year’s report and rankings, Kantar MD-South Asia, Worldpanel Division  K. Ramakrishnan 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 10 years. 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 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.”

Brand Footprint Top 10 Most Chosen In-Home FMCG Brands of India in 2022:

Brand Footprint Top 10 Most Chosen OOH FMCG Brands of India in 2022: