Pakistan

In 2023, a notable trend emerged among mass consumers in Pakistan towards products offered at discounted prices and lower price points. This shift in purchasing patterns reflects a growing preference for affordability and value for money, as…

While laundry care and bleach were larger categories, many types of specialised home care continued to emerge strongly from a relatively low base. All the main categories registered strong retail volume growth in 2023, despite economic challenges…

The demand for air fresheners continued to rise in 2023. All significant categories saw strong retail volume growth rates, although candle, gel and liquid air fresheners remained negligible. Spray/aerosol and "other" air fresheners dominated demand,…

Unlike most other soft drinks in Pakistan in 2023, the performance was positive for concentrates, which registered healthy volume growth. Part of the reason for the healthy growth is that powder concentrates in particular are more affordable than…

With inflation even higher than in 2022, consumers felt the financial pinch and as a result, volume sales of carbonates fell in 2023. That being said, competition remained tight and players looked to compete with each other by introducing or even…

Bottled water one of only two soft drinks to register an increase in volume sales in 2023 – the other was concentrates. The growing awareness of the importance of staying hydrated led to an increased demand for bottled water. Bottled water is also…

The picture was bleak for soft drinks in Pakistan in 2023, with retail volume sales falling across the board, with the exception of bottled water and concentrates. That being said, overall retail volume sales increased slightly, due to bottled water…

Depilatories in Pakistan witnessed significant growth in 2023, driven by an increasing number of women joining the workforce. This demographic shift has led to higher spending on personal care products, particularly in grooming categories. Pakistani…

In 2023, colour cosmetics in Pakistan witnessed double-digit value growth in sales, primarily driven by inflationary pressures, while volume growth remained modest. The product area benefited from ongoing population expansion, supporting volume…

All categories of home insecticides continued to see strong increases in retail volume sales in 2023, although insecticide baits remained negligible. This supported retail current value growth, which was made dynamic by high inflationary pressure on…

Bleach in Pakistan continued to register strong retail volume growth and, supported by high inflationary pressure on prices, double-digit retail current value growth in 2023. Despite the increasing use of detergents for stain removal, bleach remained…

Nappies/diapers/pants performed strongly in Pakistan in 2023, registering both healthy constant value and volume growth. Continuing population growth contributed to the increased demand. Also, with more women working outside the home and needing…

In 2023, bar soap continued to account for the vast majority of value sales in bath and shower in Pakistan, though liquid soap registered the highest current value growth. Bar soap’s popularity is due to its affordable pricing and also due to its…

In spite of rising prices, other hot drinks, and in particular chocolate-based flavoured powder drinks, registered double-digit constant value and volume growth. Continuing population growth partly supported the increased sales. In addition, as…

In 2023, men’s grooming in Pakistan experienced a modest increase in both volume and value sales, primarily driven by the growing demand for men’s fragrances. As societal activities resumed post-pandemic lockdowns, men displayed a heightened interest…

Tissue and hygiene registered a slight increase in constant value sales in Pakistan in 2023. Inflation continued to be very high and was being driven by several factors, including international commodity prices, global supply disruptions, flood…

CATEGORY DATA

In 2022, there was a major shift towards ice cream parlours in the urban and metropolitan cities of Pakistan. However, the import ban placed on luxury goods hit imported ice cream hard in this year, with ice cream parlours forced to close for some…

Despite facing economic challenges such as inflationary pressures, beauty and personal care in Pakistan witnessed robust growth in 2023. This growth was fuelled by resilient consumer spending driven by a heightened awareness of health and wellness.…

Rising inflation and a shift towards the purchase of essential food items has resulted in a conservative approach to spending in 2023, leading consumers to opt for more cost-effective options. As a result, chocolate spreads, which are considered more…