Fragrances in Pakistan

PROSPECTS

Evolving consumer preferences in favour of branded fragrances will drive growth

Demographic and socioeconomic factors in Pakistan contributed greatly to growth of fragrances in 2018. A largely youth-dominated consumer base, increasing disposable income of an expanding middle income group, rapidly increasing influx of local and imported fragrance brands in Pakistan and the swiftly growing network of modern retailers in the country have all helped drive sales of fragrances.

Counterfeit and low-quality brands will be a major challenge for brands

The lack of regulatory enforcement against counterfeit goods in Pakistan remains a major concern for brands in the country. Available at all distribution channels, counterfeit versions are commonly accessible for all local and imported brands and are purchased for their name value by the large price-sensitive consumer base.

Young urban consumers will be prime target audience for fragrance brands over forecast period

A country with a median age of 22 is ripe for growth of consumer products. Over the forecast period, fragrance brands are expected to continue to target young consumers, especially those in urban cities.

COMPETITIVE LANDSCAPE

Fragrances in Pakistan remains dominated by international brands

Local branded fragrances are new in Pakistan after leading designer clothes brands such as J. and Khaadi introduced their lines of fragrances over the review period.

Rasasi Perfumes Industry LLC continues leading mass women fragrances

Blue by Rasasi Perfumes Industry LLC, known for its special Arabic fragrance, maintained strong presence among both mass men and women brands. The brand is preferred by consumers who are looking for a light, elegant fragrance for social gatherings.

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