Consumer reach in 2023 remains at 115 billion, according to Kantar

Consumer reach points (CRP) FMCG brands — Consumer Activity Index — recorded a stable growth of 7% to 115 billion in 2023, reflecting the consumption pattern in the economy and the slowdown in this sector. CRP the actual purchases made by the consumer and the frequency with which these purchases are made during the calendar year must be taken into account.
According to Halterlatest ‘Brand footprintThe India report found that all sectors (food, household, health, beauty and beverages), except dairy, saw a slowdown in CRP rates in 2023. However, overall, CRP rates have increased by almost 33% over the past five years.
Food, which has the largest share of around 37% in the FMCG space, was largely flat in 2023, while others such as household products, health and beauty and beverages suffered the most, according to data tracking CRP growth. Dairy, the only sector, saw a modest increase of 3% to 5% in CRP.
K Ramakrishnan, Managing Director, South Asia, Worldpanel, Kantar, said, “Consumer choice is a very reliable test of a brand’s strength in different market conditions and Brand Footprint has been a widely accepted ranking system for measuring this for over a decade. As we have seen over the years, consumers are increasingly travelling to make purchases, which increases their options and in turn their choice. This is reflected in the steady growth in CRP. Last year, we also introduced out-of-home rankings as OOH consumption is growing and has different triggers for choice.”
The 12th edition of Kantar’s annual Brand Footprint report presents a ranking of the most popular FMCG brands in the world, as well as the most popular brands (in-home and out-of-home). In total, the report covers 445 FMCG brands in the categories of food, home care, health and beauty, beverages and dairy.
In 2023, biscuit and confectionery major Parle topped the list for the 12th consecutive time with a CRP score of Rs 7,980 million, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
Interestingly, Parle has also been recognised as the number 1 brand among ‘Global Emerging Billionaires’ (over Rs 1 billion), which K. Ramakrishnan attributes to its success due to increased penetration and attractive pricing.
The world leader in the club of most frequently chosen brands is Coca-Cola, followed by Colgate, Maggi and Knorr.
In the out-of-home segment, as per Kantar data, Britannia took the top spot with CRP 628 million. It is followed by Haldiram’s, Cadbury and Balaji. Moreover, domestic snack majors like Haldiram’s and Balaji are the only two brands in the top 25 household brands list to grow CRP by more than 30%. The list also includes snacks and spices brands.
Overall, the data from the last two decades shows that FMCG is growing steadily at a CAGR of 3.3% but is lagging behind GDP. This is because FMCG share in the portfolio has remained constant over the years.
Femcare, the newest company to participate in the survey, had Whisper and Stayfree in its offerings, which made it into the top 100.