According to the Kantar Brand Footprint India 2023 study, which was released on Thursday, the biscuit brand Parle has been the “most-chosen” in-home brand among fast-moving consumer goods for a record-breaking 11th year.
In this year’s ranking’s metric for the most popular out-of-home (OOH) brand, Britannia is in first place.
Based on customer reach points (CRPs), Kantar’s analysis rates the most popular (in-home and out-of-home) FMCG brands.
Criteria for being chosen as the “most-chosen” in-home brand
Brand Footprint uses CRP-based ranking, which takes into account both the actual purchases made by consumers and how frequently they occur over the course of a year. In other words, they gauge how popular a brand is and how people feel about it based on how frequently they purchase it.
The most popular brands this year are divided for the first time between the newly announced out-of-home (OOH) list and the in-home list. The OOH list was created with the evolving behaviors and preferences of Indian consumers in mind.
Overall, the survey measures over 408 brands and 107 billion CRPs in the categories of meals, home care, health and beauty, beverages, snacking, and dairy.
Parle holds the top spot for 11th consecutive year
Parle keeps the top rank for a record 11th year in a row, with a CRP score of 7449 million, followed by Britannia, Amul, Clinic Plus, and Tata Consumer Products.
In the last five years, consumer reach points have nearly doubled overall. In 2022, four new brands—Balaji, Lux, Sunsilk, and Nirma—became members of the billion-dollar CRP club.
From 16 to 28, more brands have joined the billion CRP club over the past five years, according to Kantar. The brands Surf Excel by Hindustan Unilever and Sunfeast by ITC now rank among the top 10 in-home brands.
With 498 million CRPs, Britannia is the top-ranking OOH brand at the moment. The snack food brands Haldiram’s, Cadbury, Balaji, and Parle come next.
Frooti, Thumbs Up, Amul, Maaza, and Sprite are the top five OOH drink brands in India.
“As we have observed over time, consumers are making more trips to make purchases, which increases their possibilities and, consequently, their choices. The ongoing rise in CRPS that we witness reflects this. We felt it necessary to introduce a ranking specifically for these categories, where there is a significant out-of-home component, as purchases for out-of-home consumption are on the rise and seem to have different choice triggers,” said K. Ramakrishnan, Managing Director-South Asia, Worldpanel Division at Kantar.
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