This document discusses the results of the 2022 Brand Footprint report on the most chosen FMCG brands in India. Some key highlights include: - The top 5 most chosen brands were Parachute, Lifebuoy, Aashirvaad, Surf Excel, and Vim, with Parachute having the highest Consumer Reach Points. - Overall consumer reach points and the number of brands growing in CRPs increased from 2020 to 2021 as the shadow of COVID lockdowns faded. - Food, Health & Beauty, and Beverage brands saw the highest CRP growth rates. Many local brands improved their rankings, especially in spices and snacks. - Smaller brands grew faster than mid-

1. Brand Footprint
2022
Most Chosen FMCG Brands In
India for 2021
10th anniversary edition
28th July, 2022

2. Agenda
2. How brands grew in terms of CRPs
3. The Most Chosen Indian FMCG Brands & Highlights
4. The Success Stories
1. What is Brand Footprint?
2

3. 1.
What is Brand
Footprint?

4. Brand
Footprint
There is a decision point in every FMCG purchase; a point at
which the shopper decides to buy one brand instead of
another.
The Brand Footprint ranking reveals which brands are winning
at that moment of truth, using the Consumer Reach Points
measure.
This measures a brand’s strength in terms of the number of
times brands are chosen by shoppers.
4

5. Consumer Reach Points
The calculation
x x
Number of households
in a country
Population
% of households buying
your brand
Penetration
Number of interactions
with your brand across
categories in a year
Consumer
choice
5

6. What are Consumer Reach Points
Exposing the ‘Moment of Truth’
549m
308m
Household population
12
Times chosen per year
15.1%
How many shoppers
6
6

7. 2.
How brands grew
in terms of CRPs

8. 400+ brands across 5 sectors considered
Foods
Home care
Heath & Beauty
Beverages
Dairy
FMCG
Source: Kantar | Brand Footprint 2022, India 8

9. 404
Brands
98
Billion
CRPs
Source: Kantar | Brand Footprint 2022, India 9

10. Overall consumer reach points have increased
Also, rate of growth improves
86.6
89.5
97.8
2019 2020 2021
CRP in Billion
3%
9%
Source: Kantar | Brand Footprint 2022, India 10

11. Growth is driven by Foods, H&B and Beverages
3%
5%
1%
4%
-3%
5%
9%
15%
6%
7%
18%
4%
FMCG Foods Homecare Heath & Beauty Beverages Dairy
CRP Growth by Sector
2020 2021
CRP Share
(2021)
32% 15% 27% 6% 20%
Source: Kantar | Brand Footprint 2022, India 11

12. The number of brands growing in terms of CRP improves
80%
56%
70%
2019 2020 2021
% of all brands growing CRP
Source: Kantar | Brand Footprint 2022, India
Filtered to Top 250 Brands; CRP Growth >=1% 12

13. Two new brands join the Billion CRP club
Anmol and Haldiram
21
22
24
2019 2020 2021
Number of Billion CRP Brands
Source: Kantar | Brand Footprint 2022, India 13

14. Bigger the brand faster the growth
3.4%
4.8%
3.4%
11.6%
9.6%
7.6%
Big Brands
(>61% penetration)
Mid-size Brands
(21-60% penetration)
Small Brands
(1-20% penetration)
CRP Growth by penetration of brand
2020 2021
Source: Kantar | Brand Footprint 2022, India
Filtered to Top 250 Brand
Large:9 brands, Mid:33 and Small:208s
14

15. All big brands grow their CRPs while only 66% small brands grow
100.0%
88.0%
66.0%
Big Brands
(>61% penetration)
Mid-size Brands
(21-60% penetration)
Small Brands
(1-20% penetration)
% of all brands growing CRP
2021
Source: Kantar | Brand Footprint 2022, India
Filtered to Top 250 Brand
Large:9 brands, Mid:33 and Small:208s
15

16. 3.
The Most Chosen
Indian FMCG Brands
& Highlights

17. The five most chosen FMCG brands in India
6,531
CRP(m)
+14%
5,561
CRP(m)
+9%
5,370
CRP(m)
+14%
4,506
CRP(m)
+8%
2,723
CRP(m)
+14%
1 2 3 4 5
Source: Kantar | Brand Footprint 2022, India
17

18. 6 7 8 9 10 11 12 13 14 15
2,315 CRP(m)
+5%
2,278 CRP(m)
+5%
2,134 CRP(m)
+3%
2,024 CRP(m)
+2%
1,896 CRP(m)
+5%
1,873 CRP(m)
+16%
1,748 CRP(m)
+20%
1,651 CRP(m)
+22%
1,633 CRP(m)
+12%
1,596 CRP(m)
+6%
16 17 18 19 20 21 22 23 24 25
1,557 CRP(m)
+1%
1,476 CRP(m)
+4%
1,446 CRP(m)
+25%
1,303 CRP(m)
+19%
1,272 CRP(m)
+4%
1,216 CRP(m)
+18%
1,072 CRP(m)
+6%
1,034 CRP(m)
+10%
1,010 CRP(m)
+16%
937 CRP(m)
-6%
The next 20 most chosen brands
Source: Kantar | Brand Footprint 2022, India
18

19. Vim tops the rankings for the brand which has gained the most shoppers
The Top 10 biggest penetration gains
1 2 3 4 5 6 7 8 9 10
3.8 3.6 3.6 3.3 3.1 3.1 3 3 2.7 2.6
Source: Kantar | Brand Footprint 2022, India
19

20. Some snacking brands grow over 30%
49
45
37
Balaji Kurkure Bingo
% CRP Growth
CRP Growth
Source: Kantar | Brand Footprint 2022, India
20

21. Many spice brands improve rankings
16
13 13
18
Rakesh Rajesh MDH Badshah
Rank Jump
Source: Kantar | Brand Footprint 2022, India
Last Year
Rank
85 94 112 124
21

22. Top 10 brands over decade
1 1 1 1 1 1 1 1 1 1
4 4
3 3
2 2 2 2 2 2
5 5 5 5
4 4 4 4
3 3
2 2 2 2
3 3 3 3
4 4
7
9
8 8
9
8 8
6
5 5
3 3
4 4
5 5
6
5
6 6
6
10
9
6 6
7 7
8
7 7
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Source: Kantar | Brand Footprint 2022, India
22

23. 4.
The Success
Stories

24. Kurkure
India
+45%
CRP Growth
+8
Rank
15.4 15.5
17.7
11 11.5
14.1
2019 2020 2021
Penetration% Frequency
Kurkure Penetration and Frequency
Source: Kantar | Brand Footprint 2022, India

25. Nescafé
India
46th
Most chosen brand
+19%
CRP Growth

26. Boost
India
+15%
CRP Growth
+4
Rank

27. Exo
India
+15 places
Rank Position
+2.7%
Penetration
13.6
16.7
19.3
2019 2020 2021
Penetration

28. Nisha
India
+10 Ranking movement
182 M
CRP

29. Take out
As shadow of lockdown fades
purchase frequency improves
leading to CRP growth
Bigger brands continue to
grown well
Rank improvement seen in
many local brands as result of
growth in spices and salty
snacks
Inflation expected to grow
CRPs even further
29

30. Brand Footprint
2022
Most Chosen FMCG Brands In
India for 2021
10th anniversary edition
28th July, 2022