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Butter and spreads will see a continuing rise in sales in 2020, both in value and volume terms, as inelastic demand volumes shift from foodservice outlets and large catering events largely to domestic consumption. While traditionally butter consumption is relatively marginal compared to cooking fats (ghee) consumption, 2020 sees a surge in demand for butter as consumers in Pakistan turn to at-home baking during the lockdown amidst the global pandemic.
Demand for cooking fats remains high in 2020, for use in curry-based dishes. 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.
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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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