Nestle’s Sunrise coffee and PepsiCo-owned Lay’s chips recently entered consumer research firm Kantar’s brand footprint. Ranking for the first time in 2018 backed by better distribution and higher frequency of consumption among Indian households. The results and findings of Kantar were announced recently. The yearly ranks by the research firm are based on Consumer Reach Points, which is an outcome of the number of households buying a particular product and how many times they buy it.
There was an upward slide in the frequency of purchase of local-origin (brands marketed by a foreign manufacturer, but originated in India) and foreign brands, Kantar noted for its 2018 rankings. Kantar also noted that in 2018 there were 14 global brands, however, seven of these brands saw their rankings improve by 2 percentage points at least. “This suggests that there is a minor shift towards global brands among consumers,” Kantar noted.
For the Indian brands, Parle continued to be the leading brand in Kantar’s rankings for FMCG, and the most frequently bought across Indian households, followed by Amul, and hair care brand Clinic Plus and Britannia.
Nestle and Lay’s entered the rankings on the back of better distribution.
“Lay’s did it on the back of strong penetration growth, while Sunrise managed to do it on the back of growing frequency,” Kantar noted.