Amul leads the list under F&B category by TRA Research

56 Indian brands feature among top 100

F&B is the most populous category with 89 brands, risen by 30 brands. Of these, 70% makes debut entry in the report recently launched by TRA research.

Among India’s 500 Most Consumer-Focused Brands, there are total 34 Super-Categories and 191 Categories. The categories with the maximum brands are F&B and FMCG contributing to 18% and 16% of the total brands in the listings respectively.

The entire f&b category is divided into different categories: Aerated Beverages, Biscuits, Chocolate Bar, Ice Cream/Frozen Dessert, Milk and Non-Aerated Beverages.

Aerated Beverages

Fanta bubbles up two ranks to become the Most Consumer-Focused Aerated Beverage, by far the brand’s best performance. Fanta with its vibrant color, tempting taste and tingling bubbles encourages one to indulge in the moment. The 133-year-old beverage major that first sold in 1886, Coca-Cola, is at 2nd rank and ‘Thirst Quencher’ Limca captures 3rd rank followed by Mountain Dew. Thums Up, at 5th rank, enters the list for the first time reestablishing its unique taste and positioning in consumer minds. 

Biscuits

Keeping alive a 100 year brand legacy, Britannia continues to top the charts as the Most Consumer-Focused Biscuits in 2019 with its relentless focus on quality and freshness. With claims of reaching over 50% Indian homes, Britannia leaves a strong flavor on the palate.

In this heavily contested segment, Parle, the world’s largest biscuit manufacturer makes its way to 2nd rank in TRA’s Most Consumer Focused Brands list. ITC’s Sunfeast that has perfectly baked high quality with exciting innovations secures 3rd position this year.

Chocolate Bar

With its effective and consistent tagline ‘Have a Break, Have a Kit Kat’, the brand has sweetly ingrained in consumers’ minds making it the Most Consumer-Focused Chocolate Bar in 2019. The ribbed bar that even has its name on the 2013 Android Kit Kat version, goes far beyond just being a chocolate bar.

With fast changing consumer preferences, and an increasing young population base, the nimble giant, Amul, is the 2nd Most Consumer-Focused Chocolate Bar brand. The next two spots are gobbled up by Wafer Chocolate Bars – Cadbury perk at 3rd and Nestle Munch at 4th position.

Ice Cream/Frozen Dessert

Amul freezes the attention of the Indian consumers and steals the show becoming ‘Most Consumer-Focused Ice Cream/Frozen Dessert’ in 2019. Nearly 80% CFI ahead from the next ranked, Amul touches the heart of millions of Indians.

Helping beat the heat is Kwality Walls at 2nd position spreading happiness across the country irrespective of the age. Dinshaw’s enters at 3rd position and Mother Dairy is at 4th position in this year’s list.

Milk

Amul, the 1946 Cooperative that made India’s the world’s largest producer of milk, leads the Milk Category as well as Food & Beverage Super-Category by a massive lead.

Mother Dairy moo’ves its way to 2nd rank, and Gokul, the Kolhapur Zilla Sahakari Dudh Utpadak Sangh brand, is the 3rd brand in the list.

Non-Aerated Beverages

From ‘Fresh ‘n’ Juicy’ to ‘Why grow up’, Frooti goes the mango way and leads the pack with huge consumer brand recall that helps brand strengthen and consolidate its position as the leader

Appy Fizz witnesses phenomenal acceptance of its positioning, packaging and pricing from consumers at 2nd position this year. Another brand synonymous with mangoes in a bottle, Maaza, enters at 3rd position.

Nutritional Supplements

This category displays a distinctive leadership duo, both originally GSK products, by a significant margin. This year Horlicks leads, separated by a mere 3% from Complan. Horlicks, leading since two reports, is gladly consumed by Indians with a byline of “taller, stronger and sharper”.

All about staying happy and healthy, Boost makes it to the 3rd rank followed by Viva and Bournvita for the subsequent ranks.

Packaged Drinking Water

The epitome of goodness and purity, Bisleri has been a household name for decades. An unbeatable leader in this category for two years in a row, Bisleri has high acceptance in the minds of the consumers

Offering healthy, safe, high quality, refreshing water to consumers, Kinley at 2nd position has gone on to establish an unmatched portfolio of the drinking water. The list concludes by Aquafina at 3rd spot.

Tea

Offering healthy, safe, high quality, refreshing water to consumers, Kinley at 2nd position has gone on to establish an unmatched portfolio of the drinking water. The list concludes by Aquafina at 3rd spot.

India is a tea loving country they say, and it shows in the eight brands that make it to the list. Tata Tea, the popular household beverage from the stable of Tata Global Beverages takes the first slot in the Tea Category in 2019.  Tata Tea continues to drive social awakening thereby reinforcing the brand in the minds of the consumer.

A hit amongst the tea lovers, Lipton Taaza enters at 2nd rank in 2019. At 3rd is Brooke Bond Red Label that holds attention with its outstanding taste and fragrance. Inspiring the senses with quintessential Indian flavors, Brooke Bond TajMahal Tea occupies 4th rank in the list.

Driven to expand its horizons into everything to do with the humble chai, Girnar emerges at 5th rank. Nova, Mohani Tea and Society Tea winds up the list in sequential order.

Spices

Spices are an essential in any kitchen and a kitchen spice box in India arguably carries more varieties than any other in the world. If there’s a brand that has been adding flavour to a million lives in India, it is MDH. A household name in the country, MDH reflects perseverance, hard work, and humility thus occupying the 1st rank in the list. On 2nd rank is JK spices that shares reputation of purity, honesty and hygiene.

Badshah Masala, at 3rd, has been continuously creating options keeping in mind the regional preferences of its Indian customers for over six decades. On the 4th spot is Catch Masala making every day bland food more appealing, nutritious and interesting.

Packaged Rice

India Gate Basmati stands at the top slot Consumer-Focused list, unmatched and unparalleled in every aspect. With 85% Consumer-Focus Index (CFI) ahead, India Gate Basmati has earned respect and patronage amongst consumers.

On the 2nd rank is Daawat Basmati with divine taste and heavenly aroma and a new entrant, Avyukt Manpasand makes it to the 3rd rank in these listings.

Packaged Snacks

Desi food giant Haldirams’s grabs the biggest trust share in this category, ranking 1st in in 2019. The ubiquitous presence of Haldiram with different crunchy snack options has won hearts of millions. Lays is arguably the most popular potato chips with countless flavors, making it the 2nd MostFocused in 2019.

With unique and new pattern of shapes, Bingo is an instant hit for the younger generation entering at 3rd position in 2019.Kurkure’s iconic tagline ‘‘Tedha hai par mera hai’ became a part of everyday fun conversations making it the 4th Most-Focused. Serving its passion packed with taste, Real Namkeen at 5th winds up the list.

Packaged Juice

Valued at Rs 1100 Crore, Packaged Juice has grown at an impressive 30% CAGR over the past decade. The delicious fruity goodness of home-grown Dabur Real makes it the ’Most Consumer-Focused Packaged Juice’ by a wide margin. With ‘Consumer Focus’ literally as their guiding principle, Dabur Real offers assortment of international and Indian flavors for favorable experience.  

Pepsi’s Tropicana, at 2nd, is deeply embedded in consumers’ mind with refreshing and tasty juices. Del Monte grabs 3rd position in 2019.

“In the new age of brand building, the brands have to shift from being just ‘invested’ to ‘committed’ the brands which make it among the Most Consumer-Focused have crafted meaningful engagements with consumers. Of the 10,000 brands analyzed, only 717 brands increased their propensity to be bought, while the rest saw a falling propensity,” added Chandramouli.

The report lists 500 brands that represent the elite 7% brands out of 10,000 that have excelled by increasing their Buying Propensity® or keenness-to-be-bought over two successive years, as measured between October 2017 to March 2019.

About TRA Research

TRA Research, a part of the Comniscient Group, is a Brand Intelligence and Data Insights Company dedicated to understanding and analyzing stakeholder behavior through two globally acclaimed proprietary matrices of Brand Trust and Brand Attractiveness. TRA Research conducts a primary research with consumers and stakeholders to assist brands with their business decisions based on our insights on Consumer Behavior. TRA Research provides Buying Propensity Reports mined from more than 30 million datapoints on brand intangibles of 12,000 brands and also provides bespoke studies based on the same matrices. TRA Research is also the publisher of 10 editions of TRA’s Brand Trust Report and 5 editions of India’s Most Desired Brands (earlier known as India’s Most Attractive Brands)

About TRA’s Consumer-Focused Report

TRA’s Most Consumer-Focused Brand Report 2019 measures brands on their increase in Buying Propensity Index over the last year. This year, of the 10,000 brands that got compared for change in Buying Propensity, only 717 brands showed an increase in Buying Propensity over the previous year, a mere 7% of the total brands that were compared. The rest of the brands had a decreased Buying Propensity over the period. In effect, India’s Most Consumer Focused Brands is a list of exclusive few, those that are able to increase their consumer focus in a constructive way.