Despite serious macroeconomic adversity, baby food is continuing to see rising sales in Pakistan, both in value and volume terms. Birth rates remain high, and milk formula has a significant supplementary role, particularly in urban areas where awareness and incomes are higher.
Mass advertising for standard milk formula and follow-on milk formula is banned in Pakistan, and infant milk formula, suitable for babies aged 0-6 months, can only be prescribed by a doctor. Hospital recommendation is a key brand driver for milk formula products in Pakistan.
Nestlé is set to continue to dominate baby food in 2021. Brand recognition is very high in Pakistan, thanks to the company's long-established presence and first-mover advantage in Pakistan.
As the local economy continues to worsen across the forecast period, imported products are expected to become increasingly less affordable for much of the population. Some initiatives are being undertaken with a view to limiting reliance on imports.
Growth and further company activity will be seen through the development of Pakistan's retail infrastructure over the forecast period. Dried baby food is mainly distributed through independent small grocers in the country, but milk formula is predominantly sold through modern retail channels because of its high price.
In an environment where the importance of breastfeeding is increasingly encouraged, leading manufacturers will continue to engage in sustained activity to establish and nurture good public relations in in the coming years. Companies such as Meiji, for example, will continue to sponsor public antenatal classes in local communities and fun activity-based days in schools.
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This report originates from Passport, our Baby Food research and analysis database.
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