According to the latest report by Worldpanel by Numerator, Parle remains the most chosen in-home brand in India for the 13th consecutive year, followed by Britannia, Amul, Clinic Plus, and Surf Excel. In out-of-home consumption, Britannia took the top spot for the third year in a row, followed by Haldiram’s, Cadbury, Balaji, and Parle. The report ranks FMCG brands based on consumer reach points (CRPs), which consider actual purchases made by consumers and their frequency.
The report highlights that while overall FMCG brand choices in India grew at a slower rate in 2024, with 120 billion CRPs compared to 115 billion CRPs in 2023, smaller brands grew nearly twice as fast as larger brands. Notable movers include Balaji, which recorded a 26% increase in penetration and added 10 million new shoppers, and Everest, which added 7 million shoppers and increased its penetration by 28%. Other brands that made significant gains include Godrej’s Good Knight and Expert Crème, as well as Wagh Bakri.
In the beverage segment, Amul led the market with its range of milk-based drinks, followed by Thums Up, Frooti, Sprite, and Maaza. The report’s findings suggest that India remains a growth-positive market, driven by smaller and emerging players. The key to growth lies in expanding the shopper base through innovation, new formats, or deeper rural reach. While larger brands are experiencing a slowdown, regional and challenger brands are steadily gaining ground.
The food and beverage sector saw lower growth in 2024, with a 7% and 6% increase, respectively, compared to more than twice that rate in 2023. However, brands like Surf Excel and Haldiram’s made significant strides, with Surf Excel breaking into the top five in-home brands for the first time and Haldiram’s entering the top 10. The report’s managing director, K Ramakrishnan, emphasized that the market remains vibrant, with opportunities for growth and innovation, particularly for smaller and regional brands. Overall, the report provides insights into the evolving FMCG landscape in India, highlighting the importance of adaptability and innovation in a competitive market.