Cooking fats is expected to see the highest current value growth in butter and spreads in 2021, as these are frequently used in popular curry-based dishes in Pakistan. Ghee – clarified butter made from the milk of a buffalo or cow – and vanaspati ghee, an inexpensive vegetable-based, hydrogenated ghee, remain key ingredients in Pakistani cuisine.
The core category of cooking fats is concentrated between two main brands – Dalda (Unilever's long-established vanaspati ghee, now owned by Westbury Group), and Wazir Ali Industries's Tullo ghee. These are firmly established brands in Pakistan and enjoy strong brand loyalty.
Traditionally, packaged butter and spreads are overshadowed by the proliferation of unpackaged alternatives, which are far cheaper and, unsurprisingly, more popular because of this. This is likely to change across the forecast period thanks to urbanisation and the accordant rise in consumer affluence, prompting more consumers to switch to packaged alternatives, which are perceived as better quality, and/or more convenient.
Margarine, which is typically cheaper and sometimes perceived as healthier, will become increasingly available in modern retail outlets and will therefore see stronger retail volume growth than butter over the forecast period. However, both will remain marginal compared to cooking fats (ghee).
The lockdown caused a change in lifestyle habits, especially among young and middle-aged adults in urban cities who turned to cooking and baking while at home during quarantine. Social media played a significant role in consumers inspiring one another to try new recipes that call for the use of butter.
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This report originates from Passport, our Butter and Spreads research and analysis database.
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