Parle tops the charts as the Most Chosen In-Home FMCG Brand

Mumbai, July 28 Kantar released the 11th edition of its annual Brand Footprint India report today. The report ranks the Most Chosen (in-home & out-of-home) FMCG Brands based on Consumer Reach Points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

This year’s report splits the most chosen brands across in-home and the newly launched out-of-home (OOH) list for the first time. The OOH list has been introduced keeping in mind the evolution in the behaviour & preferences of the Indian consumer.

Speaking about this year’s report and rankings, K. Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said, “Consumer choice is the ultimate strength test for a brand and Brand footprint has been a widely acclaimed ranking system to measure this for the past 10 years. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in turn their choice. This is reflected in the constant increase in CRPS we observe. As purchases for out of home consumption are on the rise and seem to have different choice triggers, we found it necessary to introduce a ranking specifically for these categories, where there is a significant out of home component.”