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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 71 | Publication date: Jul 2008
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 Maintains Its Positive Development in 2007
In keeping with the positive performance observed throughout the review period, Pakistan's household care market continued to show healthy growth in volume and current value terms in 2007. Rising disposable incomes, increasing awareness of health and hygiene issues and the growing influence of Western lifestyle trends and consumption habits were the main factors driving the development of the market as a whole. Laundry care, insecticides, chlorine bleach, surface care and dishwashing products were the largest sectors in current value sales terms, while polishes, air care and toilet care products remained somewhat underdeveloped. Insecticides and air care were the most dynamic sectors in terms of current value sales growth. Multinational companies continued to dominate the market, while many local players struggled to compete.
Government of Pakistan Introduces 'Brands of the Year Awards' Scheme
During the review period, the government of Pakistan initiated a programme to recognise and reward private domestic and multinational companies for their contributions to the development of the local economy. The 'Brands of the Year Awards' scheme was introduced to identify the most popular and credible consumer goods brands present in the country. The Brands of the Year Awards are officially endorsed by the Pakistan Standards & Quality Control Authority (PSQCA) and the Federation of Pakistan Chambers of Commerce & Industry (FPCCI), and supported by the government of Pakistan.
The awards scheme recognises those companies which maintain high standards in terms of product quality, research and development and production techniques. These awards are given purely on merit, and apply to products sold in Pakistan as well as in foreign markets. The scheme is intended to encourage companies to improve the quality of their products so that they may qualify for the scheme and benefit from the recognition and plaudits that come with winning an award.
In the household care products category, Procter & Gamble Pakistan (Pvt) Ltd won a Brand of the Year Award for its Ariel laundry care brand in 2007, while Colgate-Palmolive (Pakistan) Ltd won an award for its Max Bar dishwashing products brand.
Multinational Players Continue to Dominate the Household Care Market
Despite the low purchasing power of the majority of Pakistani consumers, multinational companies continued to dominate the household care market in 2007. This was due to the fact that most consumers who buy household care products belong to higher income groups, and are more likely to buy multinational brands sold in urban supermarkets/hypermarkets outlets. Multinationals also benefit from the widespread perception that their products are of a higher quality than local alternatives, as well as a general lack of domestic competitors. This is underpinned the superior capacity of multinationals to invest in new product developments and high profile marketing campaigns to raise consumer awareness of their brands.
Household Care Will Continue to Develop at a Healthy Pace Over 2007-2012
A number of factors will continue to drive the positive development of Pakistan's household care market. Among the most important will be the ongoing migration of rural consumers to urban areas in search of employment, rising disposable incomes and improvements in living standards. Increasing awareness of health and hygiene issues in both rural and urban areas will also fuel demand for household care products. At the same time, demand will be bolstered by the return home of Pakistanis who have worked or studied abroad in countries where the use of household care products is widespread. All of these factors will be underpinned by improvements in distribution, particularly the opening of more large urban supermarkets/hypermarkets outlets offering wide assortments of modern, convenient household care products at competitive prices. While demand for more sophisticated products will continue to be concentrated in urban areas, where income levels are higher, consumers throughout Pakistan are expected to show a growing appreciation for basic but effective products as the economy continues to develop and living standards continue to rise.
Table of contents
HOUSEHOLD CARE IN PAKISTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Household Care Market Maintains Its Positive Development in 2007
Government of Pakistan Introduces 'Brands of the Year Awards' Scheme
Multinational Players Continue to Dominate the Household Care Market
Household Care Will Continue to Develop at a Healthy Pace Over 2007-2012
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
GARIBSONS (PVT) LTD
Strategic Direction
Key Facts
Summary 1 Garibsons (Pvt) Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Garibsons (Pvt) Ltd: Competitive Position 2007
REX ENTERPRISES PVT LTD
Strategic Direction
Key Facts
Summary 3 Rex Enterprises Pvt Ltd: Key Facts
Company Background
Production
Competitive Positioning
Summary 4 Rex Enterprises Pvt Ltd: Competitive Position 2007
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 25 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 28 Dishwashing Products Company Shares 2003-2007
Table 29 Dishwashing Products Brand Shares 2004-2007
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2002-2007
Table 33 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 34 Surface Care Company Shares 2003-2007
Table 35 Surface Care Brand Shares 2004-2007
Table 36 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2002-2007
Table 39 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 40 Chlorine Bleach Company Shares 2003-2007
Table 41 Chlorine Bleach Brand Shares 2004-2007
Table 42 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Company Shares 2003-2007
Table 59 Air Care Brand Shares 2004-2007
Table 60 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2002-2007
Table 63 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 64 Insecticides Company Shares 2003-2007
Table 65 Insecticides Brand Shares 2004-2007
Table 66 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012