Now Reading: Only 56% of small FMCG brands grew consumer reach in 2025
-
01
Only 56% of small FMCG brands grew consumer reach in 2025
Small FMCG brands are struggling to gain consumers in India, with a new report showing only 56% of low-penetration brands grew their reach in 2025. In contrast, 83% of high-penetration brands and…
The Story in Brief
Small FMCG brands are struggling to gain consumers in India, with a new report showing only 56% of low-penetration brands grew their reach in 2025. In contrast, 83% of high-penetration brands and 78% of mid-sized brands expanded their consumer base, according to Worldpanel by Numerator’s Brand Footprint India 2026 report. Total consumer choices across the sector rose 5.1% to 129 billion reach points. However, established names such as Balaji, Rin, Sunrise and Exo gained ground, while Parle retained the top in-home spot for the 14th year in a row.
The Indian Opinion
The narrative that India’s startup-friendly market lets small challengers thrive overlooks the cold reality stacked against low-penetration FMCG brands. Scale and repeat purchases now decide survival, not just clever packaging or ads. The 5.1% overall choice growth masks a widening gap: large brands locked in household loyalty while half of smaller players added no new buyers. The real test will be if Balaji's top-10 entry is an outlier or a sign that regional players can still break the scale barrier.
Source: economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
