Executive Summary

Aug 2018
PROSPECTS
Baby food set to maintain its growth momentum; albeit at a slower rate

The high birth rate in the country, along with rising awareness and the growing affordability of packaged baby food, positively impacted the growth of baby food in the country. The increasing number of C-sections was also a factor, as recovering mothers increasingly adopt a mixture of breastfeeding and milk formula for their babies.

Increasing competition in milk formula

With Nestlé Pakistan’s Cerelac brand being the only significant player in dried baby food, marketing and awareness of such products remains limited to high- and middle-income households. Moreover, because infants from a very early age are given home-cooked food and fruits to develop their eating habits, the consumption of dried baby food is limited, and product penetration slow.

Growth in follow-on and growing-up milk formula

Mass advertising for standard milk formula and follow-on milk formula is not allowed in the country. Infant milk formula, suitable for babies aged 0-6 months, can only be prescribed by a doctor; hence, companies use direct selling techniques to promote such brands to doctors.

COMPETITIVE LANDSCAPE
Nestlé Pakistan continues to lead dried baby food

Dried baby food is still a niche category, with consumption limited to higher- and middle-income urban households. This is because it is considered a luxury item rather than a necessity, and mothers are inclined to feed their children home-cooked food to provide essential nutrients.

Baby food in Pakistan is dominated by international brands

International brands dominated baby food in Pakistan in 2018, primarily because of their first-mover advantage, which helped them gain consumer loyalty and trust before local competitors became established in the market. Moreover, international brands enjoy strong brand recall, as they were the first to introduce products in this category and educate the market whilst carving out a niche for themselves.

In a maturing market, small players lose share

The leading brands in baby food have been investing to convince consumers to switch from smaller brands. Prominent shelf displays, widespread distribution and consistent mass marketing by brands such as Cerelac, Nido, PediaSure and Meiji have helped them gain massive recall, which prevents consumers from trying other brands.

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Baby Food in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby food 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 Baby food industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food 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 Baby food in Pakistan?
  • What are the major brands in Pakistan?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

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 Packaged Food market research database.

Baby Food in Pakistan - Category analysis

HEADLINES

PROSPECTS

Baby food set to maintain its growth momentum; albeit at a slower rate
Increasing competition in milk formula
Growth in follow-on and growing-up milk formula

COMPETITIVE LANDSCAPE

Nestlé Pakistan continues to lead dried baby food
Baby food in Pakistan is dominated by international brands
In a maturing market, small players lose share

CATEGORY DATA

Table 1 Sales of Baby Food by Category: Volume 2013-2018
Table 2 Sales of Baby Food by Category: Value 2013-2018
Table 3 Sales of Baby Food by Category: % Volume Growth 2013-2018
Table 4 Sales of Baby Food by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Baby Food: % Value 2014-2018
Table 6 LBN Brand Shares of Baby Food: % Value 2015-2018
Table 7 Distribution of Baby Food by Format: % Value 2013-2018
Table 8 Forecast Sales of Baby Food by Category: Volume 2018-2023
Table 9 Forecast Sales of Baby Food by Category: Value 2018-2023
Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2018-2023

Packaged Food in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record positive growth
Packaged food continues to benefit from urbanisation as high inflation returns
Local players continue to dominate the highly fragmented competitive environment
Traditional grocery retailers remains the dominant channel
Urbanisation and rising demand for convenience likely to be major growth drivers

FOODSERVICE

Sales to Foodservice
The leading categories for foodservice sales are all basic staples
Frozen processed potatoes and frozen processed vegetables register the strongest sales growth
Soy sauces, bouillon and stock cubes and powders slated for strong growth over the forecast period
Consumer Foodservice
Consumer foodservice industry continues to recored strong growth
Consumer foodservice remains centred on major urban areas
Increasing exposure to international media a crucial factor behind growth in consumer foodservice
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources