Executive Summary

Aug 2017

Packaged butter and margarine continued to witness limited penetration in 2017 compared to unpackaged margarine and butter. Branded butter and margarine suffer from low penetration rates in Pakistan due to their high prices compared with cheaper, unpackaged alternatives. Unbranded alternatives are able to attract the majority of mass consumer demand due to their lower prices as they have little to no tax, packaging and advertising/promotion expenses. Unpackaged products are, however, not included in the scope of this report.


Noon Pakistan led sales in butter with a retail value share of 78% in 2017. The company has one of the oldest and most well-recognised butter brands, NurPur, in Pakistan. Recently, the brand underwent major changes with new packaging and active promotion through TV advertising, especially during Ramadan.


Butter and margarine is expected to record a 3% retail value CAGR at constant 2017 prices over the forecast period versus the equivalent review period CAGR of 5%. Constant value growth is expected to be lower than that of the review period due to lower expected increases in retail prices over the forecast period. As prices rose more sharply during the review period than expectations for the forecast period, value growth was higher. Retail volume growth is expected to remain in line with that of the review period.

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

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

The Butter and Margarine 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 Butter and Margarine in Pakistan?
  • What are the major brands in Pakistan?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
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.

Butter and Margarine in Pakistan - Company Profiles