Household Care in Pakistan
Euromonitor International's Household Care in Pakistan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 67 | Publication date: Feb 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Household care market sees continued healthy growth
The household care market experienced another reasonable performance in current value terms in 2005, maintaining the near double-digit increase seen in 2004. The household care environment is dominated by multinationals, with which local companies struggle to compete. A continuous rise in health and hygiene awareness, coupled with consumers’ increasingly western lifestyles, had a very positive effect on demand for household care products among a core of more affluent urban consumers. The high number of Pakistanis returned to the country having left to work abroad also contributed to growth in demand for more advanced products.
Health ministry plays role in increasing health and hygiene awareness
Pakistan’s health ministry has initiated many different programmes in order to increase public awareness of health and hygiene issues. With the help of the media and the implementation of numerous campaigns, the ministry’s aim is to spread health and hygiene messages throughout society. This initiative results from numerous outbreaks of serious disease such as dengue fever, which is spread by mosquitoes. The ministry also aims to increase overall awareness of kitchen and toilet hygiene, and educate consumers regarding the risks associated with inadequate cleanliness. This served to stimulate demand for products such as multipurpose surface care products and antiseptics/disinfectants, which are favoured by many consumers due to their multiple uses.
Laundry care dominates in both value and volume
Laundry care products continue to dominate the household care environment overall in 2005, accounting for 65% of total sales value. This high proportion of total sales is due to the necessity status of these products for Pakistani consumers, the majority of whom live on very low incomes, as well as rapid product development on a regular basis. Standard powder detergents and bar detergents account for the greatest share of laundry detergent sales due to their multiple uses and low prices. However, other more advanced products are gradually emerging due to the slow shift towards western lifestyles among a few urbanites.
Multinational players dominant
Despite the low purchasing power of the majority of Pakistani consumers, multinational companies dominate sales in the household care market. This is because those consumers who do buy household care products are affluent enough to afford the goods offered by foreign multinationals, which they buy through supermarkets and hypermarkets in urban areas. The multinationals also benefit from the perceived higher quality of their goods, and the lack of domestic competitors. This is underpinned by their capacity to invest more in advertising and promotional campaigns aimed at boosting consumer awareness of their products.
Urban growth at the root of forecast period performance
Growth over the forecast period will be driven by several factors. These include the continued migration of rural consumers to urban areas in search of work and an improved standard of living. The number of Pakistanis returning to the country having worked abroad will also fuel growth, as these consumers bring with them knowledge of the products available in the west, as well as general lifestyle trends to which they have become accustomed. These factors will be underpinned by the increased penetration of supermarkets and hypermarkets in urban Pakistan, which will be able to offer consumers a wide range of modern, convenient products at highly competitive prices. Throughout the country consumers will continue to demand basic household care products they know to be effective, demonstrating little interest in the short to medium term in highly advanced and expensive products or formats.
Table of contents
HOUSEHOLD CARE IN PAKISTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care market sees continued healthy growth
Health ministry plays role in increasing health and hygiene awareness
Laundry care dominates in both value and volume
Multinational players dominant
Urban growth at the root of forecast period performance
KEY TRENDS AND DEVELOPMENTS
Overall economic environment improves
Growing polarisation between rural and urban consumers
Increased education stimulates growth
Retail development limited to urban areas
Basic products remain staples
MARKET INDICATORS
Table 1 Households 2000-2005
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Chlorine Bleach: Value 2000-2005
Table 33 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 34 Chlorine Bleach Company Shares 2001-2005
Table 35 Chlorine Bleach Brand Shares 2002-2005
Table 36 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 40 Toilet Care Products Company Shares 2001-2005
Table 41 Toilet Care Products Brand Shares 2002-2005
Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Polishes by Subsector: Value 2000-2005
Table 45 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 46 Polishes Company Shares 2001-2005
Table 47 Polishes Brand Shares 2002-2005
Table 48 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Air Care by Subsector: Value 2000-2005
Table 51 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 52 Air Care Company Shares 2001-2005
Table 53 Air Care Brand Shares 2002-2005
Table 54 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 55 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Insecticides by Subsector: Value 2000-2005
Table 57 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 58 Insecticides Company Shares 2001-2005
Table 59 Insecticides Brand Shares 2002-2005
Table 60 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
COLGATE-PALMOLIVE PAKISTAN LTD
Strategic Direction
Key Facts
Summary 1 Colgate-Palmolive Pakistan Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Colgate-Palmolive Pakistan Ltd: Competitive Position 2005
PROCTER & GAMBLE PAKISTAN (PVT) LTD
Strategic Direction
Key Facts
Summary 3 Procter & Gamble Pakistan (Pvt) Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 4 Procter & Gamble Pakistan (Pvt) Ltd: Competitive Position 2005
RECKITT BENCKISER PAKISTAN LTD
Strategic Direction
Key Facts
Summary 5 Reckitt Benckiser Pakistan Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 6 Reckitt Benckiser Pakistan Ltd: Competitive Position 2005
DEFINITIONS