KantarIndia released the 9th edition of its annual Brand Footprintreport today.
- The report ranks the
Most Chosen FMCG Brandsbased on Consumer Reach Points (CRP’s).
- Parle Products, Amul, Britannia, Clinic Plus and
Tata Consumer Productswere the top 5 most chosen brands in 2020.
Parle Products, Amul and Britannia were India's Most Chosen FMCG Brands based on Consumer Reach Points according to Kantar India's Brand Footprint report. CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.
The top three brands are followed by Clinic Plus and Tata Consumer Products. With a CRP score of 5715 (Mn), Parle holds the top spot for a record 9th year in a row.
In a year dominated by health & hygiene,
Key highlights from the report:
- Higher the CRPs, higher the opportunity for brand growth.
- Overall consumer reach points (CRP’s) have increased from 86 Bn to 89 Bn however, the rate of growth has come down to 4% (from 18% 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. Purchase frequency reduced by 1% but spend per trip grew by 5%. This resulted in a lower number of brands (50%) growing in terms of CRP as compared to 2019 (72%).
- Growth in CRP is directly proportional to the brand hierarchy in the ranking. Across board, the percentage of brands growing fell by 22% however brands in the top 50 only fell by 14% (over 2019).
- Penetration continues to remain the driving force. High penetrated brands still manage to grow faster. Low penetrated brands showcase a CRP growth of 3% while high penetrated brands show a 4.5 % growth.
- At 88%,
Colgate(including all brands like Dental Cream, Cibaca, Active Salt, Gel etc) recorded the highest household penetration in 2020.
- Overall brand gains (in terms of penetration) are led by health and hygiene brands like Dettol (13.3%), Lifebuoy (6.3%),
Savlon(5.4%) and Harpic (4.3%).
Speaking about this year’s report and rankings,