MUMBAI: Parle Products retained its position as India’s Most Chosen In-Home FMCG brand for the 14th consecutive year, while Britannia once again topped the Out-of-Home rankings, showed the annual Brand Footprint India report published by Worldpanel by Numerator on Thursday.The study tracks Consumer Reach Points (CRP), a measure combining how many consumers buy a brand and how often they do so over a calendar year.Highly penetrated brands mostly grew their CRPs, but only 56% of small brands managed to do the same- a sign that scale is becoming harder to convert into reach.
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Rin returned to the top 25 after a two-year gap, growing CRPs by 11% to 1,268 million, driven by product modernisation and a sharpened focus on liquids.Campa posted one of the steepest jumps in penetration this year (2.7%), continuing its rapid expansion. “Dairy brands, for instance, aren’t especially high on penetration, but rising purchase frequency alone pushed their CRPs up. Large and mid-sized brands saw strong CRP growth, but only about half of smaller brands managed to grow theirs at all- a sign that turning visibility into repeat, reliable choice is getting harder,” said , K. Ramakrishnan, Managing Director- South Asia, Worldpanel by Numerator.
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