Kantar Brand Footprint India 2024- UPDATED_UNDER EMBARGO TILL THURSDAY 25th JUY 2024, 12.30 PM IST.pdf
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According to the report, seven brands in the top 25 in-home rankings have seen over a 20% penetration increase in the last decade, led by Britannia, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond, and Vim.
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Kantar Brand Footprint India 2024- UPDATED_UNDER EMBARGO TILL THURSDAY 25th JUY 2024, 12.30 PM IST.pdf
- 1. 1 | DECODING BRAND CHOICES IN INDIA
- 2. 2 | Agenda: 1 What is Brand Footprint? 2 Evolution of CRPs 3 The Most Chosen In-Home Indian FMCG Brands 4 Highlights 5 The Success Stories 6 The Most Chosen OOH Indian FMCG Brands
- 4. 4 | What is it? The Brand Footprint report is Kantar´s Worldpanel annual ranking of the most chosen FMCG brands worldwide. It employs a unique metric known as Consumer Reach Points (CRP) to measure and compare the success of brands across different markets and regions. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and frequency to provide a holistic view of brand performance. Every strategy, campaign, and marketing investment converge at a pivotal moment — the shopper’s final choice. Our rankings distinctly capture this moment of truth, confirming the ultimate expression of shopper conversion.
- 5. 5 | What is CRP (Consumer Reach Points) The Brand Footprint report is Kantar’s Worldpanel annual ranking of the most chosen Fast-Moving Consumer Goods brands worldwide. It employs a unique metric known as Consumer Reach Points (CRP) to measure and compare the success of brands across different markets and regions. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and consumer choice to provide a holistic view of brand performance: Population Number of households in a market Penetration % of households buying your brand Consumer choice Number of interactions with your brand across categories in a year 324m Household population 7,980m CRP 82% How many shoppers 30 Times chosen per year
- 6. 6 | The five most chosen FMCG brands on the planet Source: Worldpanel Division, Kantar, Numerator, CPS-GfK, Intage Brand Footprint 2024
- 7. 7 | FMCG sectors considered Foods Home care Health & Beauty Dairy Beverages 445 Brands
- 9. 9 | 87 90 99 107 115 2019 2020 2021 2022 2023 CRP in Billion CRPs continued to grow; However slightly lower than last year Overall consumer reach points have increased almost 33% in the last five years +4% +11% +8% +7%
- 10. 10 | 8% 15% 7% 2% 22% 3% 7% 14% 3% 0% 13% 5% FMCG Foods Homecare Heath & Beauty Beverages Dairy CRP Growth by Sector 2022 2023 CRP Share (2023) 37% 14% 24% 7% 18% All the sectors CRP growth slowed down except for Dairy
- 11. 11 | Bigger and small size brands CRP growth slow down 2022: High 16, Mid-23 and Small 369 brands 2023: High 18, Mid-28 and Small 399 brands 9.2% 6.4% 7.8% 6.9% 7.4% 7.3% High (>50%) Mid (25-50%) Low (<25%) CRP Growth by penetration of brand 2022 2023
- 12. 12 | 54% 58% 60% 70% 59% 64% 70% 76% All Top 300 Top 200 Top 100 % of brands Growing in 2023 2022 2023 Brands chosen more often have greater probability of growing in CRP
- 13. 13 | 3 The Most Chosen In-Home Indian FMCG Brands
- 14. 14 | Most chosen in-home brands – Rank 11th to 25th 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 2,148 CRP(m) +39% 2,085 CRP(m) +29% 2,056 CRP(m) +11% 1,889 CRP(m) +30% 1,834 CRP(m) +3% 1,818 CRP(m) +11% 1,814 CRP(m) -10% 1,769 CRP(m) -14% 1,672 CRP(m) -1% 1,521 CRP(m) -1% 1,493 CRP(m) -15% 1,348 CRP(m) 0% 1,286 CRP(m) +14% 1,246 CRP(m) -9% 1,128 CRP(m) +13%
- 15. 15 | Most chosen in-home brands – Rank 1st to 10th 6 7 8 9 10 1 4 3 2 5 7,980 CRP(m) +6% 7,937 CRP(m) +16% 4,144 CRP(m) -5% 6,137 CRP(m) +8% 3,035 CRP(m) +2% 2,784 CRP(m) +22% 2,715 CRP(m) +28% 2,492 CRP(m) +7% 2,333 CRP(m) +7% 2,211 CRP(m) 0%
- 17. 17 | Highlights Whisper and Stayfree new brands features in top 100 from newly added sanitary products category Rank 77 Rank 79
- 18. 18 | Highlights Some of Indian brands in top 100 grows by more than 30% in CRP 40 26 24 16 13 10 Penetration (2023)
- 19. 19 | Highlights The brands having biggest penetration gains 1 6.4 2 6.2 3 6.1 4 6 5 5.5 6 5.5 7 5.4 8 5.1 9 4.9 10 4.1 * Numbers - Delta penetration change
- 20. 20 | Highlights Top 100 brands consumer choices doubled in decade 52 103 2014 2023 CRP for top 100 brands (billion)
- 21. 21 | Highlights Brands shown more than 20% penetration increase in ten years 53 33 35 14 9 31 44 5 11 84 72 60 40 57 52 68 28 36 Penetration 2014 2023 Among top 100 in 2023 Rank 5 2 29 6 22 7 34 11 156 12 20 13 24 16 183 48 125 74
- 23. 23 | Haldiram’s 2,148(M) CRPs; 40% Penetration +8 increase in rank BFP India Ranking #4 in Foods #11 in FMCG Recipe for Growth Focus on traditional namkeen
- 24. 24 | Surf Excel 2,784 (M) CRPs; 72% Penetration +22 CRP growth BFP India Ranking #1 in Homecare #6 in FMCG Recipe for Growth Muti format focus Rs 10 pack continues to drive
- 25. 25 | Patanjali 2,085 (M) CRPs; 57% Penetration +6 increase in rank BFP India Ranking #12 in FMCG Recipe for Growth Expansion in new geographies Focus on health biscuits
- 26. 26 | Stayfree 272 (M) CRPs; 28% Penetration BFP India Ranking #21 in Health & Beauty #79 in FMCG Recipe for Growth Focus on small packs Converting more Rural buyers
- 27. 27 | The Most Chosen OOH Indian FMCG Brands 6
- 28. 28 | Most chosen brands – OOH – Rank 11th to 25th 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 70 CRP(m) 69 CRP(m) 64 CRP(m) 63 CRP(m) 57 CRP(m) 57 CRP(m) 52 CRP(m) 47 CRP(m) 47 CRP(m) 44 CRP(m) 44 CRP(m) 43 CRP(m) 42 CRP(m) 40 CRP(m) 33 CRP(m) OOH Panel: SEC AB & Towns 10L+
- 29. 29 | The ten most chosen FMCG brands in India – OOH 6 7 8 9 10 1 4 3 2 5 628 CRP(m) 442 CRP(m) 427 CRP(m) 362 CRP(m) 302 CRP(m) 268 CRP(m) 252 CRP(m) 195 CRP(m) 178 CRP(m) 167 CRP(m) OOH Panel: SEC AB & Towns 10L+
- 30. 30 | The five most chosen BEVERAGE brands in India – OOH 1 2 3 4 5 64 CRP(m) 63 CRP(m) 60 CRP(m) 47 CRP(m) 44 CRP(m) OOH Panel: SEC AB & Towns 10L+
- 31. 31 | Meet the Global #1 Billionaire Brand: Source: Worldpanel Division, Kantar, Numerator, GfK-CPS, Intage, Brand Footprint 2024 31
- 32. 32 | Manoj Menon Director, Commercial Kantar Worldpanel, South Asia Explore more & download the report at: www.kantar.com/brandfootprint Thank you