Consumer reach points (CRPs) of FMCG brands — a measure of consumer activity –witnessed a flattish growth of 7% to 115 bn in 2023, mirroring the consumption pattern in the economy and the slowdown in the sector. CRPs consider the actual purchase made by the consumer, and the frequency at which these purchases are made in a calendar year.
According to Kantar’s latest ‘Brand Footprint’ India report, all sectors –foods, homecare, health, beauty and beverages, except dairy, registered a slowdown in CRPs during 2023. However, overall CRPs increased almost 33% in the last five years.
During 2023, food, which has the largest share in the FMCG space of about 37%, was largely flat, others like homecare, health and beauty, and beverages suffered the most, the data tracking CRP growth said. Dairy, the lone sector, saw a meagre growth increasing from 3 to 5% in CRPs.
K Ramakrishnan, managing director- South Asia, Worldpanel division at Kantar said, “Consumer choice is a very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. 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 also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”
The 12th edition of Kantar’s annual Brand Footprint report provides a ranking of the most chosen FMCG brands worldwide, as well as most-chosen (in-home & out-of-home) brands. Overall, the report covers 445 brands within FMCG under categories of foods, homecare, health & beauty, beverages, and dairy.
In 2023, biscuits and confectionery major Parle topped the list 12th year in succession, with a CRP score of 7980 million, closely followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
Interestingly, Parle also ranked as the number 1 ‘global emerging billionaire’ brand (more than a billion CRPs), K Ramakrishnan said, attributing its success to the increase in penetration and attractive price points.
Globally, the most-chosen brands’ club is led by Coca Cola, followed by Colgate, Maggi and Knorr.
In the out- of- home consumption segment, the Kantar data says, Britannia bagged the top rank with 628 million CRPs. The company is followed by Haldiram’s, Cadbury and Balaji. Further, domestic snacking biggies like Haldiram’s and Balaji are the only two brands in the top 25 in-home brand list to grow by over 30% in CRPs. The list also includes snacking and spices brands.
Overall, the data for the last two decades says, FMCG has grown continuously at a CAGR of 3.3%, but has lagged GDP. This is because the share of the wallet which FMCG occupies has remained constant over the years.
Femcare, the latest entrant to the study, had Whisper and Stayfree which featured amongst the top 100.
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