According to Kantar India’s annual Brand Footprint study, locally produced biscuit brand Parle continued to be the most popular brand among fast-moving consumer goods in India in 2021, topping the rankings for the eleventh year in a row. Based on Consumer Reach Points (CRPs), the report assessed the FMCG brands that consumers will choose in 2021. CRP are evaluated based on the actual purchases made by customers and the regularity with which they occur throughout a given year. In other words, CRP gauges a brand’s mass appeal based on its penetration and how consumers feel about it based on how frequently they purchase it.
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KEY POINTS:
- After Parle, the other top brands on the list are Amul, Britannia, Clinic Plus, and Tata Consumer Products. For a record-breaking tenth year in a row, Parle is in first place with a CRP score of 6531 (million).
- According to Parle, CRP increased by 14% from the prior year’s ranks. Comparing the present ranks to the same time last year, Amul‘s CRP improved by 9%, while Britannia’s increased by 14%.
- Haldiram‘s, a brand of packaged goods, reached the top 25 ranking at number 24 and joined the billion CRP club in the meantime. Anmol (a brand of cakes and biscuits) also joined the CRP club.
- Due in part to increased mobility following the second pandemic wave, more brands reported CRP growth in 2021 compared to 2020.
About Kantar Group:
Based in London, England, Kantar Group is a data analytics and brand consultancy firm. It was established in 1992 and now employs around 30,000 people worldwide across a range of research specialties, such as social media monitoring, advertising effectiveness, consumer and shopper behaviour, and public opinion. According to Kantar’s Brand Footprint ranking, consumers currently purchase FMCG products from all over the world, indicating the opportunities that still exist for businesses to strengthen their position.
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