Now Reading: Small FMCG brands struggle as only 56% grow consumer reach
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Small FMCG brands struggle as only 56% grow consumer reach
Only 56% of low-penetration FMCG brands grew their consumer reach in 2025, while 83% of highly penetrated and 78% of mid-sized brands did so, the Brand Footprint India 2026 report by Worldpanel…
The Story in Brief
Only 56% of low-penetration FMCG brands grew their consumer reach in 2025, while 83% of highly penetrated and 78% of mid-sized brands did so, the Brand Footprint India 2026 report by Worldpanel by Numerator shows. Total consumer choices rose 5.1% to 129 billion reach points. Parle Products retained the top in-home spot for the 14th consecutive year. Britannia led out-of-home consumption. Balaji entered the top 10 for the first time, and Rin returned to the top 25 after two years. The report tracks 427 brands across categories.
The Indian Opinion
Stories about small FMCG brands being squeezed overlook challengers like Balaji and Rin that are actually gaining ground. But the data shows scale matters more than ever: only half of small brands grew their reach. The real test is whether enough small brands can turn visibility into habit, or if the gap keeps widening.
Sources (2): economictimes.indiatimes.com, timesofindia.indiatimes.com
This story was synthesised by AI from the 2 sources linked above.
Updated: this story now draws on 2 sources.
