Parle tops as India’s In-home FMCG brand for 12th consecutive year

Parle has once again been named India’s top in-home fast-moving consumer goods (FMCG) brand in the latest Kantar Brand Footprint report. This is the 12th year in a row that Parle has led the rankings, reinforcing its dominance in the FMCG sector.

Image Credit: Parle products

Parle has once again secured its position as India’s most chosen in-home fast-moving consumer goods (FMCG) brand, according to the latest Kantar Brand Footprint report released on Thursday. This achievement marks the 12th consecutive year that Parle has topped the charts, solidifying its dominance in the FMCG sector. Meanwhile, Britannia clinched the title of the most chosen out-of-home (OOH) FMCG brand.

Parle’s impressive Consumer Reach Points (CRP) score of 7,980 million kept it firmly in the top spot, followed by Britannia, Amul, Clinic Plus, and Tata Consumer Products. K Ramakrishnan, Managing Director – South Asia, Worldpanel Division at Kantar, attributed Parle’s consistent ranking to its high penetration and frequent consumption, particularly in the biscuit category. He noted, “Consumers are sticking to brands they know, which is why the ranking remains constant. Parle is one of the highest penetrative brands, and its frequency of consumption is very high.”

Ramakrishnan highlighted Parle’s strategies to maintain and grow its penetration, including encouraging rural distribution, offering affordable pack sizes, and effective communication to keep the brand’s mental availability alive. These efforts have played a crucial role in Parle’s steady position at the top of the table.

The report revealed that overall CRPs have increased by nearly 33% in the past five years. However, every sector, barring dairy, showed slower CRP growth last year compared to the previous one. Haldiram’s and Balaji were the only two brands in the 2024 top 25 in-home brand list to achieve more than 30% growth in CRPs in 2023. Sunfeast led the way in penetration gains with a significant 6.4% increase in 2023.

The report also noted that seven brands in the top 25 in-home rankings have shown more than a 20% penetration increase over the last decade. Britannia led this group, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond, and Vim.

Among OOH brands, Britannia leads with 628 million CRPs, followed by Haldiram’s, Cadbury, Balaji, and Parle. The top five OOH rankings, dominated by snacking brands, remain unchanged from 2023.

The Kantar Brand Footprint report uses the Consumer Reach Points (CRP) metric to measure brand performance. One CRP represents a single instance of a shopper choosing a brand, integrating data on population, penetration, and frequency to provide a comprehensive view of brand performance. Amid inflationary pressures, the report underscores a consistent preference for familiar brands among consumers.