Promotional campaigns offer a strong boost to beauty and personal care
Strong marketing campaigns by leading players Reckitt Benckiser, L'Oréal and Unilever encouraged consumers from all income groups and regions to spend more heavily on beauty and personal care. Sales thus again experienced above-average growth in 2012. Growth was also supported by the country's recovery from flooding and urbanisation, which increased the potential consumer base for beauty and personal care.
Premium products continue to outperform mass offerings
Premium products continue to outperform premium products in 2012. Premium products continued to have a small base and enjoyed popularity only amongst a small consumer groups. Consumers mainly in urban areas started to look for premium products especially for fragrances.
Multinationals continue to dominate
Multinational companies and brands continue to dominate beauty and personal care sales. Categories such as fragrances, oral care, hair care, skin care, deodorants and bath and shower are dominated by international brands due to their high visibility and their appeal to a wide range of consumers. Consumers prefer international brands as they are viewed as offering value for money and higher quality compared to local brands.
Modern grocery retailers gain ground further
Hypermarkets and supermarkets are increasingly popular channels for beauty and personal care. These chained outlets offer a wide variety of products and brands and convenience and thus attract a growing number of consumers. These channels also offer heavy discounts to attract consumers. In addition, the launch of outlets such as Hyperstar in Karachi in 2012 boosted their sales of beauty and personal care. Manufacturers are competing for shelf space in supermarkets and hypermarkets in order to boost the visibility of their products. To capitalise on the growing popularity of supermarkets and hypermarkets, manufacturers such as Unilever, L'Oréal and Colgate-Palmolive also employed in-store sales attendants to help consumers to choose products according to their needs.
Economic recovery expected to boost future performance
The Pakistan economy is expected to continue to recover from the impact of the international financial crisis during the forecast period, with people thus likely to start spending more on beauty and personal care. In addition, unemployment and inflation is expected to decline in the forecast period due to government projects to curb the energy crisis and build up a range of industries. Earlier in the review period, many industries saw operations shut down due to power and gas shortages, which led to increased unemployment. Economic recovery will thus boost the consumption of beauty and personal care during the forecast period.
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The Beauty and Personal Care in Pakistan market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Beauty and Personal Care in Pakistan?
- What are the major brands in Pakistan?
- How are sales of mass versus premium beauty products evolving?
- What are the key shifts in retail channel distribution?
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This industry report originates from Passport, our Beauty and Personal Care market research database.