BRAND
STORY
For the very first time, Sunfeast entered the top 10 rankings in India Brand Footprint and became ITC’s first brand to reach two million Consumer Reach Points. Biscuits and noodles are the brand’s key growth drivers.
In biscuits, Sunfeast’s Mom’s magic portfolio launched center-filled cookies. The delicious flavors of the filings combined with the crunchy and nutty exterior was a success story for the brand. Sunfeast also relaunched its Milk Biscuits portfolio, aiming to offer better quality to its consumers. It expanded into the potato cracker segment, which is a category that is gaining traction and attracting the attention of other manufacturers.
ITC also focused on improving its rural distribution, particularly for Sunfeast’s premium biscuit - Dark Fantasy Chocofills - and Sunfeast Yippee noodles. Keeping in mind that consumers prefer smaller packs, Sunfeast Yippee Noodles actively promoted their smaller packs, which delivered significant returns for the brand.
Sunfeast ran some innovative campaigns and increased its presence on multimedia across its portfolio. All these efforts helped the brand to jump nine places in 2022 – making it one of the biggest success stories of the year.
The concerns about COVID-19 led to significant growth in anti-bacterial and medicated bathing soaps in 2020 and 2021, which resulted in losses for the beauty soap segment.
But by 2022, Beauty started to find its feet and - along with the key brands in the beauty segment – Godrej No.1 also bounced back.
Godrej No.1’s growth stalled during the pandemic. No other bathing soap brand has gained as much penetration as it did over the last five years, which peaked at 41% in 2022.
This was driven by northern and western areas, which had the highest penetration growth.
The brand grows on back of the 10 Rupee SKU - a price-point SKU that is gaining importance in the category - and the 100 Gram SKU. The 10 Rupee SKU – in particular - helped Godrej No.1 to make gains in rural areas and drive frequency.
Britannia add 923 million CRPs in 2022, making it the fastest growing in-home FMCG brand. Britannia is the only brand other than Parle to breach the 6 million CRP mark in India. Britannia has been trailing Parle for the past few years, but has been making significant strides to close the gap.
Britannia currently enjoys a penetration of 78% which is just a fraction behind Parle – thanks in part to the brand’s increased focus and push in rural this year. The brand appointed 28,000 rural preferred dealers (RPDs), which led to growth in penetration and volume in these areas.
Its new launches, such as Biscafe and Nutrichoice Seeds, have helped to drive the brand’s growth even further. 50-50 Golmaal, which was previously launched in limited geographies, expanded into more eastern states. The focus on Crackers and Healthy biscuits is clearly paying off for Britannia.
