NEW DELHI: Consumer reach points (CRPs) of
FMCG brands
– a measure of consumer activity – witnessed a growth of 7% to 115 billion in 2023, mirroring the consumption pattern in the economy and slowdown in the sector.
CRPs
consider actual purchase made by the consumer and frequency at which these purchases are made in a calendar year.
According to
Kantar
‘s latest
Brand Footprint India report
, all sectors – foods, homecare, health, beauty and beverages, except dairy, registered a slowdown in CRPs during 2023.
However, overall CRPs increased almost 33% in the last five years.
During 2023, food, which has the largest share in the FMCG space of about 37%, was largely flat. Others like homecare, health and beauty and beverages suffered the most, data tracking CRP growth said. K Ramakrishnan, MD, South Asia, Worldpanel division at Kantar said, “Consumer choice is a very reliable strength test for a brand across market conditions. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice”
In 2023, biscuits major Parle topped the list for 12th year in a row, with a CRP score of 7,980 million. The data for two decades shows, FMCG has grown at a CAGR of 3.3%, but has lagged GDP. This is because the share of the wallet which FMCG occupies has remained constant over the years.
