Campa gains brand reach as beverages lead India’s FMCG growth in 2025

MUMBAI: Campa is fizzing up the FMCG race. The soft drinks brand recorded one of the sharpest increases in household penetration in 2025, while beverages emerged as India’s fastest-growing FMCG sector, according to Worldpanel by Numerator’s Brand Footprint India 2026 report.

Campa’s household penetration climbed to 4.1 per cent in 2025 from 1.4 per cent in 2024 and just 0.3 per cent in 2023. The brand added 2.7 percentage points during the year, placing it fifth among the brands with the biggest penetration gains, behind Goodknight, Godrej Expert, Maggi and Exo.

The gain comes against a broader expansion in FMCG consumption. Total consumer choices rose to 129 billion Consumer Reach Points (CRPs) in 2025, up from 123 billion in 2024 and 117 billion in 2023. Overall FMCG CRP growth accelerated to 5.1 per cent from 4.9 per cent a year earlier.

Beverages led that growth chart, with CRPs rising 8.6 per cent in 2025 compared with 6.6 per cent in 2024. Foods grew 4.8 per cent, down from 6.9 per cent a year earlier, while Dairy expanded 5.5 per cent, Home Care 4.6 per cent and Health & Beauty 4.2 per cent.

Despite being the fastest-growing sector, beverages accounted for 8 per cent of total FMCG CRP share. Foods remained the largest category at 38 per cent, followed by Health & Beauty at 22 per cent, Dairy at 18 per cent and Home Care at 13 per cent.

However, the out-of-home beverage market tells a less bubbly story. Amul retained the top position with 62 million CRPs, followed by Thums Up at 58 million, Frooti at 55 million, Sprite at 49 million and Maaza at 39 million.

All five leading brands recorded declines in CRPs despite retaining their positions. Amul fell 10 per cent, Thums Up 7 per cent, Frooti 7 per cent, Sprite 8 per cent and Maaza 16 per cent. Maaza recorded the steepest decline among the five.

The wider out-of-home FMCG rankings also saw movement. Britannia remained No. 1 with 619 million CRPs, followed by Balaji, Haldiram’s, Cadbury and Amul. Amul entered the top five for the first time, while A-One posted a 50 per cent increase in CRPs.

KitKat and Crax also recorded strong gains, with CRPs rising 26 per cent and 19 per cent respectively. The contrasting performance highlights a market where some categories and challenger brands are expanding their consumer reach even as several established names face pressure in out-of-home consumption.

For Campa, the jump from 0.3 per cent household penetration in 2023 to 4.1 per cent in 2025 marks a significant expansion in just two years. Its 2.7 percentage-point gain in 2025 puts the brand among the biggest penetration gainers tracked in the report, as India’s FMCG battle continues to become a little more crowded and considerably more competitive.