Parle bagged the honour of the ‘most chosen in-home FMCG brand’ for a record 12th year in a row, according to Kantar’s Brand Footprint India report. 

The report ranks the ‘most chosen’ (in-home and out-of-home) FMCG brands out of 445 brands across sectors such as beverages, home care, foods, health & beauty, and dairy based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year. 

Parle holds the top spot with a CRP score of 7980 million, followed by Britannia, Amul, Clinic Plus, and Tata Consumer Products. The snacks major also topped the 'global emerging billionaire brand' list.

Kantar top 10 FMCG brands remain the same as 2023.

The five ‘most chosen OOH beverage brands’ in India are Thums Up, Frooti, Amul, Maaza, and Bisleri. 

Haldiram's and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30% in CRPs in 2023. Sunfeast led the way in biggest penetration gains in 2023 at 6.4 CRP.

All sectors, except dairy, have seen a CRP growth slow down, as per the report.

Seven brands in the top 25 in-home rankings showed more than 20% penetration increase in the last decade. Britannia led the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond, and Vim.

K Ramakrishnan, managing director- South Asia, worldpanel division, Kantar, said, “Consumer choice is a very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase, and that adds to their options and in turn, their choice. This is reflected in the constant increase in CRPs. We also introduced out-of-home rankings last year as OOH consumption is on the rise and has different choice triggers.”