Only the largest Indian FMCG brands grew during COVID-19 | WARC | The Feed

FMCG brands with a penetration of over 50% grew by 4.1% year-on-year in 2020 while those with a penetration of less than 20% saw their volume sales decline, according to data from Kantar.

Why it matters

This means the coronavirus (COVID-19) outbreak consolidated the lead of major FMCG brands in India and suggests consumers turned to mainstream products during a time of uncertainty.