Only the largest Indian FMCG brands grew during COVID-19

Rob Clapp

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

Only the largest FMCG brands in India managed to grow during the coronavirus (COVID-19) outbreak, further consolidating their lead, according to data from Kantar.

FMCG brands with a penetration of over 50% grew by 4.1% year-on-year between April and September 2020. Those with a penetration between 21% and 50% also managed to grow their volume during this period, by 2.1% overall.

However, FMCG brands with a penetration of less than 20% all saw volume decline. Those with a penetration of under 1% lost nearly a fifth of their volume (-17.4%).

Kantar adds that small FMCG brands are more...

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