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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Pakistan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Pakistan?
- Which are the leading brands in Pakistan?
- How are products distributed in Pakistan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Pakistan
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Mass Beauty and Personal Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Several mass categories see volume sales slow or decline due to COVID-19
Long-term trends ensure demand remains reasonably resilient overall
Unilever strengthens its overall lead despite difficult trading conditions
RECOVERY AND OPPORTUNITIES
Mass beauty and personal care set to experience robust recovery from 2021
Investment in online distribution and marketing activities expected to rise
Natural and eco-friendly products will continue gaining popularity in mass categories
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
Premium Beauty and Personal Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Economic shock of COVID-19 takes heavy toll on premium beauty and personal care
Premium segment is more exposed to societal fallout of the pandemic
Premium skin care shows the most resilient performance
RECOVERY AND OPPORTUNITIES
Demand for premium products should rebound quickly as the pandemic recedes
Western and digital influences will continue to stimulate demand
Premium penetration will remain low due to price sensitivity and counterfeiting
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
Baby and Child-Specific Products in Pakistan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 fallout boosts demand for baby and child-specific products
Baby wipes is the chief beneficiary of increased hygiene concerns
Johnson & Johnson retains clear lead despite growing price competition
RECOVERY AND OPPORTUNITIES
Favourable demographic and socioeconomic trends will drive category expansion
Demand for products made with natural ingredients set to continue rising
Further gains projected for the e-commerce channel
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 29 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
Bath and Shower in Pakistan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 prompts surge in demand for bath and shower products
Increased hygiene-consciousness drives rapid expansion of liquid soap
Impressive performance by Lifebuoy helps Unilever extend its overall lead
RECOVERY AND OPPORTUNITIES
Bath and shower set to expand steadily throughout the forecast period
Liquid soap expected to remain the most dynamic category
E-commerce will continue gaining ground in bath and shower distribution
CATEGORY DATA
Table 31 Sales of Bath and Shower by Category: Value 2015-2020
Table 32 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 33 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 34 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 35 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 36 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 37 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 38 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
Colour Cosmetics in Pakistan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 weakens demand across colour cosmetics in 2020
Eye shadow shows the most resilient performance in volume terms
Leading player L'Oréal weathers the pandemic better than most competitors
RECOVERY AND OPPORTUNITIES
Rapid recovery projected for colour cosmetics from 2021
Products with natural ingredients and multifunctional properties set to perform well
Digital platforms will continue to play greater role in marketing than in distribution
CATEGORY DATA
Table 39 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 40 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 41 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 44 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 45 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 47 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025
Deodorants in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Use of deodorants falls due to home seclusion and remote working
Long-term trends help to mitigate the impact of COVID-19
Unilever and Beiersdorf remain the top two players
RECOVERY AND OPPORTUNITIES
Improvements in personal hygiene standards will continue to fuel demand
Deodorant sprays will remain most popular due to cost and convenience factors
Enduring popularity of talcum powder set to limit overall penetration of deodorants
CATEGORY DATA
Table 48 Sales of Deodorants by Category: Value 2015-2020
Table 49 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 51 NBO Company Shares of Deodorants: % Value 2016-2020
Table 52 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 53 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 55 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025
Depilatories in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Depilatories sales slow due to home seclusion and heightened economic uncertainty
Reduced demand for professional treatments cushions negative impact of COVID-19
Reckitt Benckiser extends its lead as top players shift focus to online sales
RECOVERY AND OPPORTUNITIES
Demand expected to recover quickly in 2021 and grow steadily thereafter
Hair removers/bleaches set to remain the dominant category
TV and social media advertising should continue to broaden appeal of depilatories
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2015-2020
Table 57 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Depilatories: % Value 2016-2020
Table 59 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 60 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 61 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
Fragrances in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Fragrances is among the categories worst affected by COVID-19
Consumer concerns about counterfeiting restrict potential for online sales
Rasasi’s Blue brand continues to lead a multinational-dominated field
RECOVERY AND OPPORTUNITIES
Fragrances set to experience healthy growth throughout the forecast period
Premium women’s fragrances expected to show the fastest development
Threat from counterfeit products will continue to constrain category expansion
CATEGORY DATA
Table 62 Sales of Fragrances by Category: Value 2015-2020
Table 63 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 64 NBO Company Shares of Fragrances: % Value 2016-2020
Table 65 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 66 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 67 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 68 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
Hair Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Essential status of standard shampoos underpins continued expansion of hair care
Most categories show reasonably resilient performances in volume terms
Outright leaders Unilever and Procter & Gamble consolidate their positions
RECOVERY AND OPPORTUNITIES
Hair care set to expand at impressive pace following rapid recovery in 2021
Hair loss treatments and 2-in-1 products expected to be the most dynamic categories
Products with natural formulas will continue to gain ground in hair care
CATEGORY DATA
Table 70 Sales of Hair Care by Category: Value 2015-2020
Table 71 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 73 NBO Company Shares of Hair Care: % Value 2016-2020
Table 74 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 76 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
Men's Grooming in Pakistan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 slows expansion of men’s grooming but demand remains robust overall
Men’s fragrances is hardest hit by the fallout of the pandemic
Men’s skin care is the only category to record faster volume growth than in 2019
RECOVERY AND OPPORTUNITIES
Rising image-consciousness will continue to underpin expansion of men’s grooming
Men’s razors and blades will remain the dominant category
Investment in online distribution and marketing strategies expected to rise
CATEGORY DATA
Table 79 Sales of Men’s Grooming by Category: Value 2015-2020
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 83 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
Oral Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Economic shock of COVID-19 subdues consumer spending on oral care
Added-value products continue to gain ground in toothpaste
Colgate-Palmolive maintains its commanding lead in 2020
RECOVERY AND OPPORTUNITIES
Rising health-consciousness will continue to drive expansion of oral care
Toothpaste and manual toothbrushes will remain the dominant categories
Producers likely to focus more on rural consumers as demand in cities matures
CATEGORY DATA
Table 88 Sales of Oral Care by Category: Value 2015-2020
Table 89 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 90 Sales of Toothbrushes by Category: Value 2015-2020
Table 91 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 93 NBO Company Shares of Oral Care: % Value 2016-2020
Table 94 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 95 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 97 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
Skin Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
Skin care weathers the impact of COVID-19 better than many categories
Hygiene concerns fuel surge in demand for mass facial cleansing wipes
Unilever strengthens its already commanding lead in skin care
RECOVERY AND OPPORTUNITIES
Skin care will continue to benefit from long-term socioeconomic trends in Pakistan
Premium toners and premium anti-agers set to show the fastest development
Interest in products made with natural ingredients expected to remain strong
CATEGORY DATA
Table 99 Sales of Skin Care by Category: Value 2015-2020
Table 100 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 101 NBO Company Shares of Skin Care: % Value 2016-2020
Table 102 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 103 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 104 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 105 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
Sun Care in Pakistan
KEY DATA FINDINGS
2020 IMPACT
COVID-19 causes steep drop in demand for sun care products
Sun care is underdeveloped and overly reliant on more affluent urban consumers
Unilever strengthens its lead thanks to resilient performance of its Pond’s brand
RECOVERY AND OPPORTUNITIES
Sun care projected to experience swift recovery from 2021
Rising employment among women will remain a key driver of demand
Products offering higher SPF rates and UVA protection expected to gain popularity
CATEGORY DATA
Table 106 Sales of Sun Care by Category: Value 2015-2020
Table 107 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 108 Sales of Sun Care by Premium vs Mass: % Value 2015-2020
Table 109 NBO Company Shares of Sun Care: % Value 2016-2020
Table 110 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 111 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 112 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Table 113 Forecast Sales of Sun Care by Premium vs Mass: % Value 2020-2025
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our Definitions