LOCAL
INSIGHT
After buying big and in bulk during the pandemic, shoppers returned to purchasing smaller packs - and in a big way. The threat of inflation also accelerated this trend as shoppers tried to minimise their per-trip outlay. There was always a threat of brand loyalty decreasing as the number of FMCG trips and the packs purchased increased because with every additional trip the probability of shoppers trying a new brand increases. As a result, 29 out of the top 50 brands in our Brand Footprint rankings saw a drop in their frequency.
The pandemic might have ebbed in 2022, but the ripple effects are still being felt in FMCG. Snacking became popular during the pandemic – be it biscuits, savory snacks or instant noodles. This behaviour continued for the third year in a row. All of the top five brands that added the most CRPs in the year were snacking brands – Britannia, Sunfeast, Parle, Balaji and Haldiram’s. Each of these snacking brands gained over 500 million CRP this year continuing their success since the pandemic. With the addition of Sunfeast, there are now three snacking brands in the top 10 most chosen in-home FMCG brands. And with Maggi ranked at 11, a fourth might enter next year.
The Personal Care sector saw mixed results. Big brands like Glow & Lovely, Lifebuoy, Dettol and Chik – big brands dropped in the ranking, while brands like Godrej No.1, Sunsilk and Lux went up. The brands that managed to improve their position had a clear beauty positioning, which suggests that the return to work might have re-kindled the desire to look good.
The 1 billion CRP Club is now not so exclusive – it includes 28 brands, with four new brands joining in 2022 – Balaji, Lux, Nirma and Sunsilk. Parle has become the first brand ever to breach the 7 billion CRP mark, with Britannia becoming the second brand to cross the 6 billion threshold. The top 10 brands were collectively chosen 38 billion times this year, up 3 billion from last year - a growth of nearly 10%. However, the next 40 brands in the ranking saw their collective CRPs slump from 41 billion to 39 billion, which reflects the static FMCG market in India this year.
