Executive Summary

Aug 2018
PROSPECTS
Changing policies and tightening regulations challenge milk

Packaged milk saw phenomenal growth until 2012; however, it has since stalled. Growth over the review period remained modest due to changes in industry dynamics.

Growing regulation boosts flavoured milk drinks

Consumers in Pakistan are increasingly looking for healthier beverages. Consequently, the consumption of unhealthy drinks is decreasing, paving the way for flavoured milk drinks to grow strongly over the forecast period.

The prospects of a minimum pasteurisation law

Compared with several regional economies, the share of packaged milk in Pakistan is still very low. Leading manufacturers are promoting growth not only by educating consumers about the health and hygiene aspects of UHT milk, but also getting involved with the government to negotiate the introduction of a minimum pasteurisation law.

COMPETITIVE LANDSCAPE
Challenges for Engro Foods

Engro Foods faced marketing challenges for both Olper’s and Omung during the review period. Olper’s was involved in the government test of 16 allegedly adulterated UHT milk brands mentioned above, and even though it was found fit for consumption, the brand’s image was damaged.

Dayfresh enjoys strong growth in flavoured milk drinks

Pakola was one of the first entrants in flavoured milk drinks. Owing to massive consumer loyalty and the equity of the umbrella brand, the brand has maintained the leading position for several years.

Nestlé Pakistan continues to lead drinking milk products

Nestlé Pakistan has a strong lead in drinking milk products with a wide product range. The strong brand loyalty and legacy value of Nestlé Pakistan proved beneficial for MilkPak over the review period, with the brand maintaining its share and growth despite the changing dynamics that hit other brands.

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Drinking Milk Products in Pakistan

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Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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

The Drinking milk products 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 Drinking milk products in Pakistan?
  • What are the major brands in Pakistan?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • What are the market opportunities for ethically sourced dairy items?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?

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.

Drinking Milk Products in Pakistan - Category analysis

HEADLINES

PROSPECTS

Changing policies and tightening regulations challenge milk
Growing regulation boosts flavoured milk drinks
The prospects of a minimum pasteurisation law

COMPETITIVE LANDSCAPE

Challenges for Engro Foods
Dayfresh enjoys strong growth in flavoured milk drinks
Nestlé Pakistan continues to lead drinking milk products

CATEGORY DATA

Table 1 Sales of Drinking Milk Products by Category: Volume 2013-2018
Table 2 Sales of Drinking Milk Products by Category: Value 2013-2018
Table 3 Sales of Drinking Milk Products by Category: % Volume Growth 2013-2018
Table 4 Sales of Drinking Milk Products by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Drinking Milk Products: % Value 2014-2018
Table 6 LBN Brand Shares of Drinking Milk Products: % Value 2015-2018
Table 7 Distribution of Drinking Milk Products by Format: % Value 2013-2018
Table 8 Forecast Sales of Drinking Milk Products Products by Category: Volume 2018-2023
Table 9 Forecast Sales of Drinking Milk Products Products by Category: Value 2018-2023
Table 10 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2018-2023

Packaged Food in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record positive growth
Packaged food continues to benefit from urbanisation as high inflation returns
Local players continue to dominate the highly fragmented competitive environment
Traditional grocery retailers remains the dominant channel
Urbanisation and rising demand for convenience likely to be major growth drivers

FOODSERVICE

Sales to Foodservice
The leading categories for foodservice sales are all basic staples
Frozen processed potatoes and frozen processed vegetables register the strongest sales growth
Soy sauces, bouillon and stock cubes and powders slated for strong growth over the forecast period
Consumer Foodservice
Consumer foodservice industry continues to recored strong growth
Consumer foodservice remains centred on major urban areas
Increasing exposure to international media a crucial factor behind growth in consumer foodservice
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources