Dairy in Pakistan

November 2020

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. Young adults, especially in urban cities, in

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Overview:

Understand the latest market trends and future growth opportunities for the Dairy 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.

If you're in the Dairy 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 Dairy 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 Dairy in Pakistan?
  • Which are the leading brands in Dairy in Pakistan?
  • How are products distributed in Dairy in Pakistan?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Dairy?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Pakistan?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Dairy in Pakistan - Category analysis

Butter and Spreads

KEY DATA FINDINGS

2020 IMPACT

A surge in at-home baking leads to an increase in demand for butter in 2020
Cooking fats (ghee) remains a key ingredient in Pakistani cuisine, while butter and margarine consumption remains marginal
Dalda continues to lead butter and spreads in 2020

RECOVERY AND OPPORTUNITIES

Economic slowdown is anticipated to lead to a shift away from packaged butter and spreads to unpackaged alternatives
Margarine is expected to see stronger growth than butter due to lower unit prices and consumer perception as being healthier
New habit of cooking and baking at home is anticipated to have a lingering effect in the forecast period

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2015-2020 Table 2 Sales of Butter and Spreads by Category: Value 2015-2020 Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020 Table 4 Sales of Butter and Spreads by Category: % Value Growth 2015-2020 Table 5 NBO Company Shares of Butter and Spreads: % Value 2016-2020 Table 6 LBN Brand Shares of Butter and Spreads: % Value 2017-2020 Table 7 Distribution of Butter and Spreads by Format: % Value 2015-2020 Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025 Table 9 Forecast Sales of Butter and Spreads by Category: Value 2020-2025 Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025 Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025

Cheese

KEY DATA FINDINGS

2020 IMPACT

Lockdown hits foodservice sales hard in 2020 but home cooking trend boosts retail demand
Rising consumption of cheese as urban consumers adopt Western cuisine
Adam’s Milk Foods continues to lead cheese in 2020

RECOVERY AND OPPORTUNITIES

“Western” style cheese is anticipated to continue to gain in popularity among Pakistani consumers
Supermarkets to become the largest distribution channel, at the cost of independent small grocers
Smaller pack sizes to spur consumption

CATEGORY DATA

Table 12 Sales of Cheese by Category: Volume 2015-2020 Table 13 Sales of Cheese by Category: Value 2015-2020 Table 14 Sales of Cheese by Category: % Volume Growth 2015-2020 Table 15 Sales of Cheese by Category: % Value Growth 2015-2020 Table 16 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020 Table 17 NBO Company Shares of Cheese: % Value 2016-2020 Table 18 LBN Brand Shares of Cheese: % Value 2017-2020 Table 19 Distribution of Cheese by Format: % Value 2015-2020 Table 20 Forecast Sales of Cheese by Category: Volume 2020-2025 Table 21 Forecast Sales of Cheese by Category: Value 2020-2025 Table 22 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025 Table 23 Forecast Sales of Cheese by Category: % Value Growth 2020-2025

Drinking Milk Products

KEY DATA FINDINGS

2020 IMPACT

2020 sees demand shift from unpackaged milk to shelf-stable milk
A challenging context for packaged milk, despite growing concerns about loose milk production
Nestlé Pakistan Ltd continues to lead drinking milk products in 2020

RECOVERY AND OPPORTUNITIES

Anticipated ban on sales of loose milk is a boon to the packaged milk industry
Companies seek to capitalise on the growing niche of flavoured milk drinks
Full fat UHT buffalo milk could emerge in forecast period

CATEGORY DATA

Table 24 Sales of Drinking Milk Products by Category: Volume 2015-2020 Table 25 Sales of Drinking Milk Products by Category: Value 2015-2020 Table 26 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020 Table 27 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Drinking Milk Products: % Value 2016-2020 Table 29 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020 Table 30 Distribution of Drinking Milk Products by Format: % Value 2015-2020 Table 31 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025 Table 32 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025 Table 33 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025 Table 34 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025

Other Dairy

KEY DATA FINDINGS

2020 IMPACT

Growing trend of cooking and baking at home leads to a surge in demand for cream and condensed milk
Coffee whiteners leads other dairy due to low prices and stronger promotion
Nestlé leads but core tea whiteners also flourishing, benefiting players such as

RECOVERY AND OPPORTUNITIES

New possibilities in cream
The share of hypermarkets and supermarkets is expected to rise as a result of rapid urbanisation
Rapid urbanisation and rising awareness are expected to move consumers towards packaged other dairy products

CATEGORY DATA

Table 35 Sales of Other Dairy by Category: Volume 2015-2020 Table 36 Sales of Other Dairy by Category: Value 2015-2020 Table 37 Sales of Other Dairy by Category: % Volume Growth 2015-2020 Table 38 Sales of Other Dairy by Category: % Value Growth 2015-2020 Table 39 NBO Company Shares of Other Dairy: % Value 2016-2020 Table 40 LBN Brand Shares of Other Dairy: % Value 2017-2020 Table 41 Distribution of Other Dairy by Format: % Value 2015-2020 Table 42 Forecast Sales of Other Dairy by Category: Volume 2020-2025 Table 43 Forecast Sales of Other Dairy by Category: Value 2020-2025 Table 44 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025 Table 45 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025

Yoghurt and Sour Milk Products

KEY DATA FINDINGS

2020 IMPACT

Lockdown benefits unpackaged yoghurt and sour milk products sales
Plain yoghurt leads the way while there is still little interest in packaged sour milk products
Nestlé continues to lead thanks to early entry and strong brand reputation

RECOVERY AND OPPORTUNITIES

Innovation in product variants promises growth in plain and flavoured yoghurt
Supermarkets are to become an increasingly significant distribution channel, benefiting sales of packaged yoghurt and sour milk products
Rapid urbanisation is anticipated to benefit packaged yoghurt sales

CATEGORY DATA

Table 46 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020 Table 47 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020 Table 48 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020 Table 49 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020 Table 51 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020 Table 52 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020 Table 53 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025 Table 54 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025 Table 55 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025 Table 56 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025

Packaged Food in Pakistan - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Sales hit hard by COVID-19 restrictions Good growth ahead thanks to rising affluence, population growth and urbanisation Foodservice suppliers set to offer specialist ranges as demand rises
Category Data
Table 57 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 58 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 59 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 60 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 61 Sales of Packaged Food by Category: Volume 2015-2020 Table 62 Sales of Packaged Food by Category: Value 2015-2020 Table 63 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 64 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 65 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 66 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 67 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 68 Distribution of Packaged Food by Format: % Value 2015-2020 Table 69 Distribution of Packaged Food by Format and Category: % Value 2020 Table 70 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 71 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 72 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 73 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

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GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

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This report originates from Passport, our Dairy research and analysis database.

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