Britannia tops Out-of-Home rankings: Worldpanel Brand Footprint India 2026
● Balaji enters the Top 10 in the in-home category rankings
● Amul breaks into Top 5 in the Out-of-Home rankings, Lays and Bingo also move up within the Top 10
Worldpanel by Numerator released the 14th edition of its annual Brand Footprint India report, ranking the country’s Most Chosen FMCG brands (in-home and out-of-home) by Consumer Reach Points (CRP), a measure combining how many consumers buy a brand and how often they do so over a calendar year.
Parle Products retained its position as India’s Most Chosen In-Home FMCG brand for an unbroken 14th consecutive year, while Britannia once again topped the Out-of-Home rankings.
The Big Picture:
1. FMCG brand choices in India continued to grow marginally in 2025 (5.1%).
2. All sectors grew in 2025, but Food and Dairy grew slower than the previous year.
3. Highly penetrated brands mostly grew their CRPs, but only 56% of small brands managed to do the same- a sign that scale is becoming harder to convert into reach.
In-home Category Highlights:
1. Parle Products held the #1 spot with 8,515 million CRPs, followed by Britannia (8,296m), Amul (6,922m), Clinic Plus (3,971m) and Surf Excel (3,861m)- an unchanged top five from last year.
2. Balaji (2876m) breaks into the Top 10 for the first time, moving up from rank 11th in 2025
3. Dairy brands have low penetration; However, higher purchase occasions are leading to more Consumer Reach Points
Standout growth stories:
a. Rin returned to the Top 25 after a two-year gap, growing CRPs by 11% to 1,268 million, driven by product modernisation and a sharpened focus on liquids.
b. Campa posted one of the steepest jumps in penetration this year (2.7%), continuing its rapid expansion.
c. Dettol climbed seven places to rank 36, reaching 972 million CRPs on a 2.2-percentage-point rise in penetration to 55%. Its growth is powered by a repositioning from germ protection to broader family protection, alongside more localised communication in established markets.
d. Sunrise rose eight places to rank 48, growing CRPs by 18% to 588 million, as expansion into new eastern markets lifted penetration to 8%.
e. Exo jumped 11 places to rank 52, adding 3.4 percentage points of penetration to reach 30% (573 million CRPs), helped by its anti-bacterial positioning, a push into liquids beyond its core bars, and improved distribution.
Out-of-Home Category Highlights:
1. Britannia retained its Out-of-Home leadership with 619 million CRPs, followed by Balaji (499m), Haldiram’s (476m), Cadbury (450m) and Amul (281m).
2. Amul broke into the Top 5 for the first time.
3. Strong performers included A-One (+50% CRP growth, ranked 11), Kitkat (+26% CRP growth, ranked 13 and Crax (+19% CRP growth, ranked 14).
4. The Top 5 remains dominated by snacking brands, reaffirming the strength of India’s out-of-home snacking culture.
Commenting on this year’s report, K. Ramakrishnan, Managing Director- South Asia, Worldpanel by Numerator said, “Consumer choice remains the most reliable test of a brand’s strength and Brand Footprint has captured that reality for over a decade. But rankings alone don’t tell the full story, Consumer Reach Points (CRPs) do. CRP measures two things together: how many households buy a brand, and how often they come back to it. This year, those two forces moved differently across categories. Dairy brands, for instance, aren’t especially high on penetration, but rising purchase frequency alone pushed their CRPs up. Large and mid-sized brands saw strong CRP growth, but only about half of smaller brands managed to grow theirs at all- a sign that turning visibility into repeat, reliable choice is getting harder.”