Only the largest Indian FMCG brands grew during COVID-19 | WARC | The Feed
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Only the largest Indian FMCG brands grew during COVID-19
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.
Kantar also adds that small FMCG brands are more vulnerable to losing volume when their penetration declines. As a result, they recommend that FMCG brands should aim to grow their penetration even during extreme events – it...
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