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Country Report

Pakistan Flag Tea in Pakistan

Price: US$900

About this Report

Executive Summary

TRENDS

  • 2013 once again saw Tapal Tea (Pvt) Ltd and Unilever Pakistan Ltd come up with new campaigns and new products. Tapal Tea (Pvt) Ltd started off by reviving its brand, Tapal Danedar Tea, with the campaign “Har Lamhey ki Chah” which means tea for every occasion. The associated advert features Pakistani actors, Nadeem and Samina Ahmad. Tapal subsequently launched a campaign in 2013 for its Tapal Family Mixture Tea, with the slogan “Qabool Hai” which means it’s accepted, which featured the popular actress, Mahira Khan. In 2013, Tapal also launched a campaign during Ramadan offering a discount of PKR30 on its all brands. Tapal also advertised Tapal Danedar Tea for Eid in 2013. Tapal has also launched Tapal Danedar tea bags with the campaign, “Introducing the King of Teabags”. The tea bags are hermetically sealed, microwave-safe and staple-free. Moreover, Tapal has also advertised some of its other brands, such as Tapal Mezban Tea. All of these campaigns in 2013 were backed by TV commercials, radio adverts, billboards and newspaper adverts.

COMPETITIVE LANDSCAPE

  • Tapal Tea (Pvt) Ltd continued to be the leading player in tea with a 31% share of retail value sales in 2013. Comprising a wide offering, with different prices catering to all budgets, it has maintained the leadership. Strong distribution of tea and penetration into rural areas helped Tapal to maintain its stronghold.

PROSPECTS

  • Tea in Pakistan is projected to grow at a constant retail value CAGR of 7% over the forecast period. Companies are likely to increase their reach into rural areas in order to record further growth. For instance, Unilever Pakistan Ltd is looking to invest in its distribution network in order to penetrate rural areas.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea 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 Tea in Pakistan?
  • What are the major brands in Pakistan?
  • Is loose leaf tea available in Pakistan?
  • Is there a shift from unpackaged to packaged tea in Pakistan?
  • Is there a market for tea pods in Pakistan?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Pakistan?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Table of Contents

Tea in Pakistan - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Tea by Category: Volume 2008-2013
  • Table 2 Retail Sales of Tea by Category: Value 2008-2013
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2008-2013
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2008-2013
  • Table 5 NBO Company Shares of Tea: % Retail Value 2009-2013
  • Table 6 LBN Brand Shares of Tea: % Retail Value 2010-2013
  • Table 7 Forecast Retail Sales of Tea by Category: Volume 2013-2018
  • Table 8 Forecast Retail Sales of Tea by Category: Value 2013-2018
  • Table 9 Forecast Retail Sales of Tea by Category: % Volume Growth 2013-2018
  • Table 10 Forecast Retail Sales of Tea by Category: % Value Growth 2013-2018

Tea in Pakistan - Company Profiles

Tapal Tea (Pvt) Ltd in Hot Drinks (Pakistan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Tapal Tea (Pvt) Ltd: Key Facts
  • Summary 2 Tapal Tea (Pvt) Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Tapal Tea (Pvt) Ltd: Competitive Position 2013

Tetley Clover (Pvt) Ltd in Hot Drinks (Pakistan)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Tetley Clover (Pvt) Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Tetley Clover (Pvt) Ltd: Competitive Position 2013

Hot Drinks in Pakistan - Industry Context

EXECUTIVE SUMMARY

Growth under tough economic conditions

Leading players continue to compete strongly through marketing

Tapal Tea (Pvt) Ltd continues to give international players stiff competition

Growth in modern retailing channels drive growth

Better times ahead for the hot drinks industry

MARKET DATA

  • Table 11 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2008-2013
  • Table 12 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2008-2013
  • Table 13 Retail Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 14 Retail Sales of Hot Drinks by Category: Value 2008-2013
  • Table 15 Retail Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 16 Retail Sales of Hot Drinks by Category: % Value Growth 2008-2013
  • Table 17 Foodservice Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 18 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 19 Total Sales of Hot Drinks by Category: Total Volume 2008-2013
  • Table 20 Total Sales of Hot Drinks by Category: % Total Volume Growth 2008-2013
  • Table 21 NBO Company Shares of Hot Drinks: % Retail Value 2009-2013
  • Table 22 LBN Brand Shares of Hot Drinks: % Retail Value 2010-2013
  • Table 23 Retail Distribution of Hot Drinks by Format: % Volume 2008-2013
  • Table 24 Retail Distribution of Hot Drinks by Format and Category: % Volume 2013
  • Table 25 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
  • Table 26 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
  • Table 27 Forecast Retail Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 28 Forecast Retail Sales of Hot Drinks by Category: Value 2013-2018
  • Table 29 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
  • Table 31 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 32 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 33 Forecast Total Sales of Hot Drinks by Category: Total Volume 2013-2018
  • Table 34 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018

APPENDIX

Production/import/export data

  • Table 35 Total Value Imports of Tea in Pakistan: Analysis 2008-2013

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Tea
    • Black Tea
      • Black Standard Tea
        • Loose Black Standard Tea
        • Tea Bags Black Standard
      • Black Speciality Tea
        • Loose Black Speciality Tea
        • Tea Bags Black Speciality
    • Fruit/Herbal Tea
    • Green Tea
    • Instant Tea
    • Other Tea

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Off-trade vs On-trade

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail cups volume
  • Retail cups volume % growth
  • Retail cups volume per capita
  • Foodservice cups volume
  • Foodservice cups volume % growth
  • Foodservice cups volume per capita
  • Total cups volume
  • Total cups volume % growth
  • Total cups volume per capita
  • Retail brewed volume
  • Retail brewed volume % growth
  • Retail brewed volume per capita
  • Foodservice brewed volume
  • Foodservice brewed volume % growth
  • Foodservice brewed volume per capita
  • Total brewed volume
  • Total brewed volume % growth
  • Total brewed volume per capita

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