Why are large FMCG brands losing market share in India's affluent segment?

Large FMCG brands are facing declining penetration and volume share in India's affluent segment due to evolving media consumption habits and the continued effectiveness of traditional media like television.

How does television compare to digital platforms for brand building in India?

Kantar studies show television offers higher attention and comprehension for long-term brand building among affluent Indian households compared to digital platforms.

What is the recommended media strategy for FMCG brands in India?

The recommended strategy for FMCG brands in India is a 'TV + Digital' approach, finding the right balance between traditional and digital media for optimal reach and impact.

Home / Business and Economy / India's Affluent Shun Big Brands: TV Reigns Supreme

India's Affluent Shun Big Brands: TV Reigns Supreme

15 Dec

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Summary

Urban affluent households in India nearly doubled to 46 million by 2024.
30% of large FMCG brands saw a volume share drop among affluent consumers.
TV ads command 2.2x higher attention than social media impressions.

India's affluent consumer base is rapidly expanding, with urban affluent households nearly doubling to 46 million by 2024. However, this growth has not translated into success for leading FMCG companies, as many face declining penetration and volume share among this key demographic. A significant portion of large FMCG brands have reported a drop in household penetration and volume share among affluent consumers.

The Kantar study underscores the enduring power of television in building brand equity and reach, particularly for mass FMCG brands. Linear TV ad impressions receive substantially more attention than social media platforms, and when combined with digital, TV campaigns significantly boost brand recall and purchase intent. Affluent urban homes still contribute substantially to overall TV viewership.