Soft Drinks in Pakistan
Euromonitor International's Soft Drinks 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: 125 | Publication date: Apr 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft Drinks Market Shows Dynamic Growth
The soft drinks market in Pakistan enjoyed dynamic growth over the review period in both volume and current value terms. Carbonates dominate the market in both the on-trade and off-trade with the lion's share of sales. Carbonates have become part of the culture in Pakistan and multinational companies have maintained their standards over the years to provide consumers with high-quality carbonated drinks. Off-trade sales of carbonates are higher than those of the on-trade but both achieved strong growth over the review period.
Government Reduces Taxes to Encourage Importers and Manufacturers
The government of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and importers. The government also reduced other applicable taxes to promise more profits not only for soft drinks manufacturers already in the market but also to attract potential soft drinks manufacturers to invest in Pakistan. Tax reductions proved extremely beneficial to the soft drinks market in Pakistan and certainly encouraged and attracted multinational companies to invest in the country's soft drinks industry. The government also decided to tax the beverage industry on capacity of production rather than on actual production and that brave move encouraged soft drinks manufacturers to maximise production and reduce prices.
Health Awareness Continues to Increase Consumption of Fruit/Vegetable Juice and Bottled Water
Increasing health and hygiene awareness among Pakistanis has greatly increased sales of fruit/vegetable juice products. Both the government and the media have started health awareness campaigns to make Pakistanis realise that consumption of fruit/vegetable juice is as essential as eating food. Fruit/vegetable juices are doing very well in both urban and rural areas. On the other hand, health and hygiene awareness has also led to increased sales of bottled water in Pakistan. Previously bottled water was targeted only at major cities where consumers are more health-conscious and aware of the difference between bottled water and tap water. Nowadays, health-conscious rural inhabitants also drink bottled water due to health concerns.
Soft Drinks Market Hugely Influenced by Western Lifestyles
Consumers in urban areas drink functional drinks on a regular basis as they increasingly adopt Western lifestyles, especially the younger generation which is hugely influenced by the Western media. Younger consumers tend to follow Western eating and drinking habits. There was an increase in demand for functional drinks over the review period. However, functional drinks are expensive compared to other drinks and are unaffordable for many consumers in rural areas.
Concentrates Highly Influenced by the Weather
Liquid concentrates and powder concentrates are both seasonal categories in the market and their sales peak in the summer in Pakistan. Both Rooh Afza and Jam-e-Shirin are traditional sandalwood drinks in Pakistan which are highly regarded by consumers. These drinks can be found in every home in Pakistan, especially in rural areas, throughout the summer and are the mainstay of liquid concentrates.
On the other hand, there was a dynamic increase in the sales of powder concentrates over the review period. Many new products were launched in powder concentrates and many new companies expressed an interest in this category, thus driving its growth.
Table of contents
SOFT DRINKS IN PAKISTAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft Drinks Market Shows Dynamic Growth
Government Reduces Taxes to Encourage Importers and Manufacturers
Health Awareness Continues to Increase Consumption of Fruit/Vegetable Juice and Bottled Water
Soft Drinks Market Hugely Influenced by Western Lifestyles
Concentrates Highly Influenced by the Weather
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
HALEEB FOODS (PVT) LTD
Strategic Direction
Key Facts
Summary 2 Haleeb Foods (Pvt) Ltd: Key Facts
Company Background
Production
Competitive Positioning
HAMDARD (WAKF) LABORATORIES
Strategic Direction
Key Facts
Summary 3 Hamdard (Wakf) Laboratories: Key Facts
Company Background
Production
Competitive Positioning
CARBONATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 37 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 40 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 44 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 45 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 46 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 48 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 56 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 57 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 58 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 59 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 60 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 61 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 64 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 65 Off-trade Sales of Bottled Water: Value 2002-2007
Table 66 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 67 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 68 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 69 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 70 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 71 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 72 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 73 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 74 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 75 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 76 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 77 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 78 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 79 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 80 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 81 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 82 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 83 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 84 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 85 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 86 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Summary 4 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 88 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 89 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 90 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 91 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 92 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 93 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 94 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 95 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 97 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA
Headlines
Sector Data
Table 98 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 99 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 100 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 101 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 103 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 104 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 105 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 106 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 107 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 108 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 109 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE
Headlines
Sector Data
Table 110 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 111 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 112 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 113 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 114 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 115 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 116 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 117 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 118 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 119 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 120 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 121 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012