The expanding mid-income group in Pakistan is leading to a greater shift towards more premium products as local consumers now demand products that are naturally produced and are categorised as having a premium positioning. Many Pakistanis who are making this shift are those who have joined the labour force and are enjoying improved living conditions compared to previous years.
Local consumers increasingly want to make informed purchasing decisions, where they are aware of the origins of key ingredients in the products they choose, including chocolate confectionery. Mass consumers are increasingly aware of the importance of fair trade, and environmental issues, and therefore, are opting for chocolate confectionery that features sustainability and has a recognisable label.
Purchasing chocolate confectionary through e-commerce is not particularly popular amongst local consumers, especially in the summer season as Pakistanis are concerned about the quality of the product during transport in the heat. Therefore, despite marginal share gain and dynamic retail value growth towards the end of the review period, a trend that was mainly driven by home seclusion during the pandemic, the channel retains a negligible presence in the category.
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Chocolate Confectionery
This is the aggregation of tablets, countlines, bagged selflines/softlines, boxed assortments, seasonal chocolate, chocolate with toys, alfajores and other chocolate confectionery. Note that chocolate overtly positioned for baking/cooking purposes is excluded from Euromonitor International's confectionery coverage.
See All of Our DefinitionsThis report originates from Passport, our Chocolate Confectionery research and analysis database.
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