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‘No effect of COVID- 19 on top brands’ growth’, says Brand Footprint 2020

By M4G Bureau - July 13, 2020

According to Kantar’s report -Brand Footprint 2020, Dabur, Vim, Sunfeast, Brooke Bond and Patanjali have joined the Billion CRPs Club this year

Worldpanel division of Kantar, the world’s leading data, insights and consulting company released its report ‘Brand Footprint 2020’. The report citied that Parle is the most chosen consumer brand in India. Also, five new brands such as Dabur, Vim, Sunfeast, Brooke Bond and Patanjali have joined the billion consumer reach point (CRPs) club this year. Colgate stands at the highest penetrated brand at 88%, the report said.

Talking about the impact of Covid-19, the report said thatfood and beverage brands get picked up more often except Parle and Tata due to drop in frequency. For example, Amul is chosen over 100,000 additional times during the pandemic months, March to May. While personal and home care brands drop CRPs. However, trip size increases causing top brands to grow volume.

“Consumer Reach Points are a great way to measure and rank brands as it is a measure of the number of opportunities a brand has, to interact with a consumer. It is great to see consistent validation for the fact that if you build penetration, frequency and growth follow. This has really been a year of global brands in terms of their higher growth than others. Like these, this year’s report has a lot of interesting nuggets to derive a lot of information and insights on top the behaviour of consumers towards brands in the last year,’ said K. Ramakrishnan, MD- South Asia, Worldpanel division, Kantar.


       Top 10- Brand Footprint Most Chosen Consumer Brands







6,029 CRP (mn) +12%



4,632 CRP (mn) +17%


Clinic Plus

4,514 CRP (mn) +32%



4,215 CRP (mn) +29%



2,438 CRP (mn) +12%



2,212 CRP (mn) +16%



2,080 CRP (mn) -10%



2,025 CRP (mn) -2%



1,868 CRP (mn) +23%



1,630 CRP (mn) +14%


Key findings:

1)      Scoring the highest CRP at 6,029 million with 12% increase, Parle ranks first followed by Amul at 4,632 million CRP with 17% increase, Clinic Plus at 4,514 million CRP with 32% rise, Britannia at 4,215 million CRP with 29% increase and Ghari at 2,438 million CRP with 12% rise.

2)      Five new brands joined the Billion CRP Club this year- Dabur, Vim, Sunfeast, Brooke Bond and Patanjali. Total 21 brands made it to this group in 2019 compared to 16 in both 2018 and 2017.

3)      Over 2/3rd of the top 50 brands are Indian Origin brands while global stands at 14.

4)      Global brands (29 %) show 1.8 times growth compared to Indian origin brands (16%). Global brands are growing almost twice as fast at 29% compared to Indian origin brands at 16%.

5)      Consumers make significantly more choices this year leading to a significantly better CRP performance by brands. 57 % brands record growing CRPs.

6)      Bigger brands find better growth and follow the golden rule, brands grow faster by growing penetration

7)      Colgate stands at the highest penetrated brand at 88%

8)      Surf Excel marks a consistent CRP growth rate at 20% upwards scoring 1566 million CRP

9)      58 brands saw a penetration gain of 1% or more. Leading the category is Ponds at 5.8% followed by Harpic (4.8%), Comfort (4.5%). 1% penetration gain adds an extra 2.9 million shoppers to the brand

10)  In the foods category Britannia clearly charts out a success story as the second most chosen brand, seventh highest penetrated brand with a household penetration at 67.6%. While Aashirvaad saw a surge with 4% penetration increase and 55% in CRP growth.

11)  Within home care, Surf Excel marks 48% CRP growth while recording 3.4% penetration increase, closely followed by Vim at 44% CRP growth and 3.2% penetration.

12)  Dabur comes out strong in the personal care and foods category with 34% CRP growth, making it the fifth most chosen beauty and health brand in India with a 70% household penetration.

Also read: Amazon retains top position among 100 most valuable brands in Kantar & WPP report




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