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Beauty and Personal Care in
Pakistan

Country Report

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Executive Summary

Jun 2019
Empowered, independent women in urban cities drive skin care growth in 2018

A growing middle-income group in a country with a median age of 22 is promising for the growth of consumer brands in the market. Growing awareness of brands, rising consciousness for beauty and personal grooming and increasing consumer sophistication have driven demand for beauty and personal care brands in 2018.

Infiltration of imported brands and foreign trends help evolve consumer preferences

Social media and television have contributed significantly to the westernisation of Pakistan’s fashion trends and led to the infiltration of various imported brands of beauty and personal care in the country. While some of these brands are officially imported by beauty specialist retailers and modern retailers such as hypermarkets, a great contribution in this regard has been made by e-commerce retailers and Facebook sellers.

International brands dominate skin care in Pakistan

The beauty and personal care market in the country is dominated by international brands primarily due to the variety they offer, and their vast distribution networks and consistent promotion and media advertising that keep the brands high in consumer recall. Moreover, consistent quality and international recognition of the brands always proved challenging for local brands to enter and sustain in the market.

All-in-one, multi-purpose and compact SKUs remain focus of NPD in skin care

In various categories of beauty and personal care, innovation and new product development was seen in products that provided multiple benefits in one or all-in-one solutions for the ease and convenience of fast-paced consumers who do not have the time to use multiple products and prefer one compact solution for various needs. The introduction of all-in-one palettes in colour cosmetics, facial creams and lotions that provide multiple skin care benefits including sun care and hair products such as shampoos with multiple essential nutrients and oils to solve many of the hair’s problems at one time are a few examples.

Expanding modern retail and shifting preference in favour of brands will drive future growth

The rapid growth of modern retailing in the country has opened a gateway for many local and international brands to reach the masses. Beauty and personal care in the country has also greatly benefited from the spacious and shopping-friendly modern retail landscapes that allow for more engagement with shoppers and provide more assortments and variety for consumers to choose from.

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Beauty and Personal Care in Pakistan

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Pakistan for free (where applicable):

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?

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 Beauty and Personal Care market research database.

Beauty and Personal Care in Pakistan

EXECUTIVE SUMMARY

Empowered, independent women in urban cities drive skin care growth in 2018
Infiltration of imported brands and foreign trends help evolve consumer preferences
International brands dominate skin care in Pakistan
All-in-one, multi-purpose and compact SKUs remain focus of NPD in skin care
Expanding modern retail and shifting preference in favour of brands will drive future growth

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Pakistan

HEADLINES

PROSPECTS

Evolving consumer preferences in favour of branded products drives growth
Nappy (diaper) rash treatments expected to record largest growth over forecast period
Increasing participation of young mothers in workforce expected to contribute to growth

COMPETITIVE LANDSCAPE

Johnson’s Baby by Johnson & Johnson Inc led the category in 2018
Private label Mothercare retained second position due to consumer trust

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 16 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 17 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Pakistan

HEADLINES

PROSPECTS

Bar soap continues to dominate with slow adoption of premium formats
Evolving consumer preferences in urban markets expected to drive growth of liquid soaps
Talcum powder to remain a strong contender for consumer’s fragrance and deodorant needs

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd remained the leading player in 2018 with key brand Lux
Increasing germ and hygiene awareness drives growth of antibacterial variants
Increasing adoption of branded alternatives propelled growth of brands in 2018

CATEGORY DATA

Table 19 Sales of Bath and Shower by Category: Value 2013-2018
Table 20 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 21 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 22 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 23 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 24 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 25 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 26 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Pakistan

HEADLINES

PROSPECTS

Make-up palettes, preferred for convenience, expected to trend over forecast period
Lip and nail products to remain the larger categories with a broader consumer base
Local fashion brands expected to grow and diversify in colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal Groupe maintained category leadership in colour cosmetics in 2018
In absence of mass media advertising, social media drove category awareness

CATEGORY DATA

Table 27 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 28 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 29 Sales of Colour Cosmetics by Premium vs Mass: % Value 2013-2018
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 32 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 33 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 34 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 35 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023

Deodorants in Pakistan

HEADLINES

PROSPECTS

Awareness of grooming and hygiene drives growth of deodorants among young consumers
Sprays to remain the most popular format due to ease of use and greater awareness
Low-priced perfumes will remain competition to deodorants for price-sensitive consumers

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd led deodorants in 2018 with its many successful brands
Newly launched Bold body spray by Hilal Care remained in growth in 2018
Modern trade contributed greatly to growth of deodorants in the country

CATEGORY DATA

Table 36 Sales of Deodorants by Category: Value 2013-2018
Table 37 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 38 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 39 NBO Company Shares of Deodorants: % Value 2014-2018
Table 40 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 41 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 42 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Depilatories in Pakistan

HEADLINES

PROSPECTS

Growing need for convenience and quick solutions will boost sales of depilatories
Women’s razors and blades to experience slow adoption due to cultural taboos
Growing participation of women in workforce will contribute to growth of depilatories

COMPETITIVE LANDSCAPE

Veet led the category with a significant value share in 2018
International players dominate the category due to better distribution and marketing

CATEGORY DATA

Table 44 Sales of Depilatories by Category: Value 2013-2018
Table 45 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 46 NBO Company Shares of Depilatories: % Value 2014-2018
Table 47 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 48 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 49 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Pakistan

HEADLINES

PROSPECTS

Evolving consumer preferences in favour of branded fragrances will drive growth
Counterfeit and low-quality brands will be a major challenge for brands
Young urban consumers will be prime target audience for fragrance brands over forecast period

COMPETITIVE LANDSCAPE

Fragrances in Pakistan remains dominated by international brands
Rasasi Perfumes Industry LLC continues leading mass women fragrances

CATEGORY DATA

Table 50 Sales of Fragrances by Category: Value 2013-2018
Table 51 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Fragrances: % Value 2014-2018
Table 53 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 54 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 55 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 56 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 57 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Pakistan

HEADLINES

PROSPECTS

Growing awareness and consumer trial will boost category growth
Active advertising initiatives will evolve consumer preferences in favour of colourants
Growth in treatments and conditioners expected to be driven primarily by urban cities

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd led the category with a range of successful brands
L’Oréal Groupe remained the most successful player in hair colourants

CATEGORY DATA

Table 58 Sales of Hair Care by Category: Value 2013-2018
Table 59 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 60 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 61 NBO Company Shares of Hair Care: % Value 2014-2018
Table 62 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 63 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 64 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 65 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 66 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Pakistan

HEADLINES

PROSPECTS

Mass beauty and personal care brands to continue to dominate the market

CATEGORY DATA

Table 67 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 68 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 69 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 70 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 71 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 72 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Pakistan

HEADLINES

PROSPECTS

Urban markets expected to drive growth of men’s grooming in Pakistan
Evolving consumer preferences will boost sales of men’s skin and hair care brands
Men’s grooming expected to remain dominated by shaving products

COMPETITIVE LANDSCAPE

Gillette continued to lead men’s grooming in 2018
Fair & Lovely Max Fairness retained dominance of toiletries in 2018

CATEGORY DATA

Table 73 Sales of Men’s Grooming by Category: Value 2013-2018
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 77 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 80 Forecast Sales of Men's Grooming by Category: Value 2018-2023
Table 81 Forecast Sales of Men's Grooming by Category: % Value Growth 2018-2023

Oral Care in Pakistan

HEADLINES

PROSPECTS

Growth in oral expected to be driven by rural markets over the forecast period
Mouthwashes/dental rinses will experience growth in urban markets, albeit at slow pace
Innovation will drive growth as brands seek to target specific oral care needs of consumers

COMPETITIVE LANDSCAPE

Colgate maintained category leadership due to immense consumer loyalty and trust
Effective marketing led to consistent growth of Sensodyne in 2018

CATEGORY DATA

Table 82 Sales of Oral Care by Category: Value 2013-2018
Table 83 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 84 Sales of Toothbrushes by Category: Value 2013-2018
Table 85 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 87 NBO Company Shares of Oral Care: % Value 2014-2018
Table 88 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 89 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 91 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Pakistan

HEADLINES

PROSPECTS

Growing Western fashion influence will drive sales of premium beauty and personal care

CATEGORY DATA

Table 93 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 94 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 95 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 96 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 97 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 98 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Pakistan

HEADLINES

PROSPECTS

Increasing demand for facial care will continue to drive growth of skin care
Face masks and toners to grow over the forecast period, especially in urban markets
Growing preference for branded anti-agers will expand consumer base

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd retained category leadership in skin care in 2018
Olivia Cosmetics Pvt Ltd remained the largest local player in skin care in Pakistan

CATEGORY DATA

Table 99 Sales of Skin Care by Category: Value 2013-2018
Table 100 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 101 NBO Company Shares of Skin Care: % Value 2014-2018
Table 102 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 103 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 104 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 105 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Pakistan

HEADLINES

PROSPECTS

Growing demand for sunscreen in urban markets will drive growth of sun care
Increasing participation of women in the public sphere will boost demand for sun care

COMPETITIVE LANDSCAPE

Unilever Pakistan Ltd led the category with Pond’s sunscreen lotion
Social media remains a crucial marketing medium for brands in sun care

CATEGORY DATA

Table 106 Sales of Sun Care by Category: Value 2013-2018
Table 107 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 108 Sales of Sun Care by Premium vs Mass: % Value 2013-2018
Table 109 NBO Company Shares of Sun Care: % Value 2014-2018
Table 110 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 111 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 112 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023
Table 113 Forecast Sales of Sun Care by Premium vs Mass: % Value 2018-2023