Parle tops in-home FMCG rankings for 13th year; Britannia leads OOH for 3rd time in a row

Parle has retained its position as India’s most chosen in-home FMCG brand for the 13th consecutive year, while Britannia continued its dominance in the out-of-home (OOH) segment for the third year in a row, according to the Brand Footprint India 2025 report released by Worldpanel by Numerator.

The report noted that overall FMCG choices in India continued to rise in 2024 but at a slower pace than the previous year, driven largely by a deceleration in the foods and beverages sector. Post-pandemic, India remained a stronger growth market compared to global averages, with brand growth odds standing at 60:40 versus 50:50 globally. Smaller brands recorded stronger CRP growth, while larger players witnessed a relative slowdown.

According to K. Ramakrishnan, Managing Director–South Asia, Worldpanel by Numerator “Consumer choice remains the most reliable test of a brand’s strength, and Brand Footprint has consistently captured this reality for over a decade. India continues to stand out as a growth-positive market compared to global trends, with much of the momentum coming from smaller and emerging players. This year’s findings reaffirm that growth comes from expanding the shopper base, whether it’s through innovation, new formats or deeper rural reach. While larger brands are experiencing a slowdown, the market remains vibrant with regional and challenger brands steadily gaining ground.”

In-Home: Parle, Britannia, Amul in Top 3; Surf Excel climbs into Top 5

Parle led the in-home category with 8,605 million CRPs, followed by Britannia (8,241m), Amul (6,517m), Clinic Plus (3,977m) and Surf Excel (3,438m). Notably, Surf Excel entered the Top 5 for the first time, climbing from the 8th position in 2023 and 6th in 2024.

The ranking of FMCG brands based on Consumer Reach Points (CRPs) — a measure that combines the number of buyers with purchase frequency over a calendar year.

Haldiram’s broke into the in-home Top 10, rising from 19th in 2023 to 11th in 2024 and now 10th. Among notable penetration gains were Surf Excel (+4.9 points), Haldiram’s (+4.1), and Godrej Expert (+4.1, ranked 97).

Standout brand growth stories included Balaji (+22% CRP growth with rural expansion), Everest (+10% through wider distribution), Goodknight (+14% via product innovation), Wagh Bakri (+19% with regional expansion), and Godrej Expert Crème (+37% driven by affordable packs and rural reach).

In the OOH category, Britannia led with 655 million CRPs, followed by Haldiram’s (510m), Cadbury (460m), Balaji (458m) and Parle (299m). The rankings reaffirmed the dominance of snacking brands in India’s out-of-home consumption culture.

Balaji (+41% CRP growth) and Amul (+19%) were among the strongest gainers in the OOH segment.