Latest news with #WorldpanelDivision
Time of India
9 hours ago
- Business
- Time of India
Indians' grocery baskets grow bigger in FY25: Kantar report
Indians made 156 shopping trips to grocery stores in FY25, unchanged since a year ago but the basket size increased in both value and number of packs, said a new report by global research firm Kantar. While they made a purchase once in every 56 hours or close to once in every two days, the average pack sizes have risen by 16%, indicating a shift towards slightly larger quantities. Also, the number of packs rose 13% or by 26 pieces translating into nearly 226 FMCG packs purchased on average compared to 200 packs in FY24. "This indicates confidence returning to the shopper. In addition to this, premiumisation continues, with moderate consumption growth, which leads us to believe that we would see moderate to strong growth in urban FMCG building up in the next quarters," said K Ramakrishnan, managing director, South Asia, Worldpanel Division. "If the macroeconomic factors remain favourable, we should also see rural recovery as we head into the second half of the year." Demand for daily groceries, household and personal products worsened to a two-year low in the March quarter. FMCG volume sales growth in Jan-March quarter was 3.5%, slowest since March quarter 2023. A year ago, the market had grown 5.5% in the same quarter. But the slowdown is not universal. For instance, of the 22 stock- market listed companies that Kantar tracked, their volume growth rate was just 3.6%. However, the rest of the branded market is doing better at 3.9% and unbranded products have seen a significantly higher growth of 6.1% in the year. "Commentary for unlisted players, including Indian subsidiaries of multinational corporations, D2C players, and regional brands indicates a slightly better performance, underscoring broader demand resilience," said Saugata Gupta, managing director at Marico , at an earnings call. "Data of some of the D2C and unlisted players do not get captured and the growth could be a tad higher," he said. Kantar monitors branded and unorganised products, including unpackaged voluminous commodities and the numbers reflect slower sales across categories and markets in the last many quarters. For most listed companies, urban markets account for anywhere between 50% and 70% of their overall sales and over the past year, inflationary pressures, low wage growth and higher housing rentals weighed on urban demand for daily groceries and staples. Consumer goods companies have posted mixed volume growth trends. Hindustan Unilever posted a 2% volume growth, while Godrej Consumer Products volume was slightly higher at 4%. Tata Consumer's volume rose about 6% and Marico saw a 7% volume growth during the March quarter. While companies have flagged a softness in demand amid shrinking household budgets, most predicted a strong recovery in this fiscal year. "I am reasonably optimistic about the recovery happening. It's not going to be a hockey stick. We have seen gradual recovery, and this trend is going to continue into the next year as well," Varun Berry, vice-chairman, Britannia , told investors. INDIAN METROS South Delhi consumers consumed 240 kg of fast-moving consumer goods per year, double the national average while with '39,325 spent on FMCG, West Delhi consumers outpaced the entire country by twice as much. An average urban Indian household makes 128 visits to the shop to buy FMCG (excludes atta). The average Mumbai household visits 135 times for the same annually. But the households in the slum belt purchase FMCG in 233 visits. This corridor comprises localities such as Dharavi, Bandra East, Khar East, Santacruz East, Dawri Nagar, Prabhat Colony, etc., and purchases just 541 grams in every visit, the least among all metro clusters across India. With ₹227 spent on every kilo of FMCG on an average, Southwest Bengaluru comprising RR Nagar, Mysore Road, and Kengeri is the most premium FMCG cluster among top metros. Average city level spend-per-kg of FMCG itself is a strong ₹211 in Bengaluru, while no other city has a per-kg spend of more than ₹195.
Int'l Business Times
07-05-2025
- Business
- Int'l Business Times
The Man Behind the Metrics: Chivanon Piyaphitakskul's Impact on Brand Analytics
Chivanon Piyaphitakskul, who holds a Master's in Branding and Marketing from Chulalongkorn University, Thailand's top-ranked institution, has spent years shaping how brands understand consumer behavior. As a leading figure in marketing analytics across Thailand and Malaysia, he does not just analyze consumer trends, but he also challenges the way businesses perceive data. As senior marketing manager for Kantar's Worldpanel Division, he has led efforts that go beyond surface-level statistics, providing deep insights that redefine branding strategies. Pioneering AI-Powered Consumer Insights Artificial intelligence (AI) and machine learning are no longer buzzwords; they are indispensable tools for modern brand analytics. These technologies empower businesses to process vast datasets with unprecedented speed and precision, identifying patterns and trends that would be impossible for humans to detect manually. The rise of AI-driven predictive analytics has accelerated the transformation of marketing. By 2030, Thailand's digital advertising sector is projected to double in value, driven by innovations in data modeling and machine learning. Chivanon Piyaphitakskul, however, sees this evolution as an opportunity rather than a disruption. At Kantar, Chivanon has been instrumental in AI-powered segmentation models, refining how brands tailor campaigns to specific audience segments. By integrating machine learning with behavioral analysis, his team has enabled companies to anticipate market shifts and optimize consumer engagement with unparalleled precision. "Consumer data is not just a 'resource' but a 'strategic asset'. For businesses, having the right data and using it wisely will help brands understand customers at a deep level, meet their needs accurately, and build sustainable long-term relationships," Chivanon Piyaphitakskul explains. To him, knowing your consumers helps you to be one step ahead in an ever-changing industry. Recognized Expertise and Thought Leadership Beyond his corporate achievements, Chivanon Piyaphitakskul is recognized as an industry thought leader. He has served as a judge for the Webby Awards, the International Customer Experience Awards, the Globee Business Awards, and the Artificial Intelligence Awards. His expertise has made him a sought-after evaluator of digital and branding excellence on a global scale. Additionally, his insights have been featured in major publications such as Forbes, BBC News, Business Today, Matichon, and The Standard, further cementing his influence in the field. His analysis of emerging consumer trends, the future of digital marketing, and brand positioning strategies has made him a regular media contributor. Chivanon's research contributions also extend beyond the media. He has authored several thought-leadership papers, including Kantar's 2024 Thailand Beauty Outlook, Kantar's 2024 Thailand FMCG Outlook, and The Omni-Shopper Revolution—studies that continue to shape industry perspectives on consumer behavior. Before Kantar, Chivanon also led the marketing and communications for Ipsos's Business Consulting Division across 16 markets. His strategic campaigns elevated Ipsos as a top insights provider, driving brand growth and client engagement. He also strengthened the company's market positioning and industry influence. These hands-on experiences laid the foundation for Chivanon's future role in Kantar, where he leverages data-driven insights and AI-powered analytics to shape brand strategies. Quantifiable Impact on Business Performance Chivanon Piyaphitakskul's data-driven approach has yielded measurable results for Kantar's clients. Key performance indicators include 44% revenue growth in the Thai market and 39% revenue growth in the Malay market from 2019 to 2024, and significant expansion of market research capabilities across Southeast Asia. The success of this approach is evident in the comprehensive market analysis reports produced under Piyaphitakskul's leadership, including detailed studies of Thailand's OOH snacks market, beauty sector, and FMCG landscape. These reports have become essential resources for industry decision-makers, consistently cited by major media outlets including Forbes, BBC News, and Business Today. Looking ahead, market analysts project that companies implementing similar data-driven strategies could see a 30% increase in operational efficiency by 2026. As organizations continue to prioritize data-driven decision-making, Piyaphitakskul's methodologies provide a blueprint for combining analytical rigor with practical business applications. The future of brand analytics will depend on organizations' ability to effectively integrate technological capabilities with market understanding. Companies that successfully implement these strategies, following the model established by Piyaphitakskul at Kantar, are projected to achieve 25% higher revenue growth compared to their peers over the next three years.
