7 of top 10 brands homegrown, Parle tops

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Parle has emerged as the top Fast Moving Consumer Goods (FMCG) brand in the country in Kantar’s Brand Footprint this year which has also placed seven “brands of the soil” in the top 10 this year. Kantar’s Worldpanel which undertakes this ranking of the top brands every year does it on the basis of consumer reach points, a yardstick that how often how many households are buying these brands.

The other brands in positions 2 to 10 are Britannia, Amul, Clinic Plus, Tata Consumer Products, Nandini, Colgate, Surf, Excel, Aavin, Sunfeast. These brands emerged at the top from a list of about 400 brands that Kantar studied. Brand Footprint is an 11-year-old study. Therefore, CRPs measure the actual purchase made by a consumer and the frequency at which the purchases are made.

Mumbai-based Parle Products came out at the top with a score of 7,449 CRPS (consumer reach points). Incidentally, Parle has been on top of the heap in all the editions of Brand Footprint.

“Consumer choice is the ultimate strength for a brand. 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 the CRPs we observe,” said K Ramakrishnan, MD South Asia, Worldpanel division of Kantar.

Nuclear families The report observed among other things how consumption habits are changing in the country where nuclear family structures are coming to dominate the social organisation. Brand Footprint has dispelled the notion that big families buy bigger packs. It has also stated that nuclear families frequently go for floor cleaners, utensil cleaners, snacks and beverages.

The report stated that in 2008, 37% of 21.4 crore households were nuclear families, while the rest were joint families. Nuclear families rose fast to grab a 50% share of the 31.8 crore households in 2022.

On an average, every nuclear family had 3.2 members while that for a joint family was 6.9.

In 2022, the average consumption stood at 106 kg for a nuclear family and 114 kg for joint families. The average spends stood at Rs 15,200 for nuclear families and Rs 15,100 for joint families.

“There are more households being created than there is growth in the population, and that is fundamental because family sizes are becoming smaller, and nuclear families as a phenomenon are growing,” added Ramakrishnan.

He also stated that overall consumption of joint and nuclear families of the same affluence level is similar. “However, when you consider consumption per capita, there is a difference. The data shows that nuclear families slightly more oriented towards consumption and premium brands,” he added.

The agency also said that beverages constituted the fastest-growing category in 2022 with a growth of 24% over 2021.

The report also revealed how more than 50% of the brands registered growth in CRPs.

Top 5 brands Interestingly, the report made a detailed survey of out-of-home consumption. The finding: the top five brands all belong to snacking categories. Britannia was the leader in this category. The rest in the top 5 were Haldiram’s Cadbury, Balaji and Parle.

The most chosen brand to be sipped outside the house was Frooti.

Indians went to the grocery 152 times to the grocery store in the last fiscal year. But they have brought smaller quantities. The frequency of the trips has increased – 152 a year was the highest recorded.