HUL has the highest peneration in shampoos followed by soap bars: Kantar

HUL’s penetration in shampoo is 94 percent and its penetration in soap bars is 88 percent. The manufacturer of wheel detergents has a penetration of 83 percent in washing powders. Four other manufacturers with more than 80 percent penetration. The prevalence rate for Colgate-Palmolive was 87 percent. Tata consumer by 81.2 per cent. Britannia 81 percent and Wasp 80 percent

Parle and Godrej are the only other brands with over 75 percent penetration and poised to hit 80 percent in a year or two.

Kantar said in its FMCG pulse that shoppers rarely spend a bomb on a manufacturer’s products. There are only six manufacturers that shoppers spend an average of 1,000 rupees or more annually on – and HUL is the only non-edible oil brand on that list.

The report also indicated that apart from these edible oil companies, the manufacturers that were able to put their share of at least Rs 500 into a shopper’s wallet were Shakti – a local masala brand, Amul Dairy (milk excluded), and ITC.

The highest growth rate ever recorded for a plant with this penetration in the country belongs to PepsiCo. Haldiram grew by 34 percent confirming the growth in the snacks space that has continued this year.

The report also said, “Jyothy Labs with 26% growth led by Exo, and Coca-Cola with 25.4% growth are the only other brands to increase volumes by 25% in one year.”

The report also said that other interesting stories at the manufacturer level include the re-emergence of Patanjali. This year, the company managed to increase its penetration from 51 percent to 55 percent, add Ruchi Soya to the mix, and the group has had a year-long explosion, she said.

“While consumer goods has become an interesting segment to enter, and most of the big brands are exploring getting into more categories to maintain their growth momentum, maybe it’s time for others sitting on the fence to at least start seriously considering expanding into more categories. Maybe. The difference between a large, penetrating corporation and a globally penetrating corporation is one category that has yet to be explored,” K. Ramakrishnan, Managing Director, South Asia, Kantar Worldpanel.