Modern Marketing Brand Strategy

Food, health and hygiene brands rule Indian FMCG consumption according to Kantar study

By Amit Bapna | Editor-at-large

July 29, 2021 | 4 min read

Leading Indian food and confectionary brand Parle Products has topped the list of the recently-launched ninth edition of the annual Brand Footprint study conducted by Kantar, the leading insights and consulting company. Interestingly, of the top 25 brands in the list, 19 are Indian brands – reaffirming the emerging power of local brands.


Indian FMCG consumption is ruled by food, health and hygiene brands

The report is a ranking of the most-chosen FMCG brands based on consumer reach points (CRPs), the basis of which is the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

Key findings

  • The study covers brands within FMCG under the categories of food, home care, health & beauty, beverages and dairy, and measures over 400 brands and 89bn CRPs.

  • In a year where consumption has been impacted hugely by Covid-19 and the frequent lockdowns, food brands have continued to do well, as has the health & hygiene category.

  • The top-ranking food and confectionary brand Parle Products, maker of the Parle-G biscuits among other brands, is followed by Amul, Britannia, Clinic Plus and Tata Consumer Products in the top five spots.

  • Of the health & hygiene brands, Dettol grew a whopping 48% in CRPs and entered the top 25 brand list, followed by Lifebuoy and Vim.

  • HUL’s personal care brand Lifebuoy jumps three spots to enter the top 10 rankings.

Evolving purchase behavior

  • The pandemic has impacted the transaction cycle – there was lower frequency of purchase as average trips made to purchase groceries decreased, but more purchases per trip were recorded in 2020.

  • As per the findings, purchase frequency reduced by 1%, but spend per trip grew by 5%.

Penetration remains the key to growth

  • Even in uneven consumption times such as these, penetration continues to remain the driving force and highly penetrated brands are managing to grow faster. As per the findings, Colgate – at 88% – recorded the highest household penetration in 2020.

  • Not very surprisingly, in terms of overall brand gains health & hygiene brands lead the pack, including Dettol (13.3% penetration), Lifebuoy (6.3%), Savlon (5.4%) and Harpic (4.3%).

Expert speak

  • K Ramakrishnan, managing director – South Asia, worldpanel division at Kantar, said: “Even though the biggest gainers in brand footprint in 2020 were expectedly the hygiene brands, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic.”

  • This is clearly the year where hygiene brands made their mark, with six of the top 10 brands that grew in penetration from the hygiene space, either personal or home, he added.

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