Executive Summary

Nov 2018
PROSPECTS
Volumes rising

Edible oils saw volumes rise in 2018, as the staple status of products such as vegetable oil and rapeseed oil meant that the category benefited directly from population growth. Even more significantly, edible oils volume growth was driven by an ongoing shift from unpackaged to packaged products.

Middle class demand driving olive oil growth

Not all edible oils are staples in Pakistan, with olive oil being consumed primarily by more affluent urban consumers and available only in packaged formats. Olive oil was the most dynamic category in 2018, as it benefited from the expansion of a new urban middle class that perceives itself to be modern and Western-influenced at the same time as visibly committed to Islam.

Opportunities for upmarket development

The factors that are driving the consumer shift from unpackaged to packaged products in edible oils and generating demand for olive oil are also generating opportunities for manufacturers of edible oils to shift their product offers upmarket. As consumers become more concerned with product safety and quality and more able to prioritise such factors in purchasing decisions, there is increasing potential to segment the edible oils product offer in terms of quality.

COMPETITIVE LANDSCAPE
Dalda retains lead

Dalda Foods remained the largest player in edible oils in Pakistan in 2018. Along with second-placed, Habib Oil Mills, the leading company has played an important part in encouraging consumers to switch from unpackaged to packaged products and both Dalda and Habib’s eponymous brands have become established names in the market through consistent promotions and brand-building efforts.

Increasingly fragmented category

While the leading players have been important in generating demand for packaged edible oils, the category remains highly fragmented, with no company registering a double-digit value share at the end of the review period. Indeed, the top three players, Dalda Foods, Habib Oil Mills and Agro Processors & Atmospheric Gases, all experienced share decline in 2017 and 2018, as rivals looked to tap into the growing demand for packaged products.

Intensifying competition in growth category

Dalda notably worked to expand its share in the small but fast-growing olive oil category over the review period, as it looked to challenge category leader, Unilever Pakistan. However, like the broader edible oils category, olive oil’s growth potential attracted interest from a growing number of players, leading to increasing fragmentation as the review period progressed.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Edible Oils 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 Edible Oils industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Edible Oils 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 Edible Oils in Pakistan?
  • What are the major brands in Pakistan?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
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.

Edible Oils in Pakistan - Category analysis

HEADLINES

PROSPECTS

Volumes rising
Middle class demand driving olive oil growth
Opportunities for upmarket development

COMPETITIVE LANDSCAPE

Dalda retains lead
Increasingly fragmented category
Intensifying competition in growth category

CATEGORY DATA

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

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