Executive Summary

Oct 2019
PROSPECTS
Traditional medical practices provide solid foundation for development

Consumers in Pakistan are familiar with the use of herbal medicines, based on long-standing traditional practices, such as Ayurveda and Unani medicine. Within these traditions, herbal remedies have long been used to treat a wide range of conditions and this has generated considerable levels of trust amongst potential consumers.

Concerns about OTC products boost demand

While traditional medicine provides a strong foundation for category development, the increasing interest in herbal/traditional consumer health products has also been motivated by growing concerns about the potential side effects and long-term impact of consuming conventional, Western-style drugs, such as standard OTC products. This trend forms part of the wider growth in interest in holistic, natural approaches to health and wellbeing and is, therefore, likely to exert an increasing influence on consumer demand over the forecast period.

Herbal/traditional trend exerting a growing influence on positioning

With herbal/traditional products becoming increasingly popular, brands that have already established a natural image are likely to focus on strengthening their positioning through an emphasis on their herbal ingredients during the forecast period. Meanwhile, rival consumer health players that have not yet developed a presence in herbal/traditional products are expected to seek to enter the category through innovation or reposition their products in relation to the shift in consumer demand.

COMPETITIVE LANDSCAPE
Local players benefit from long-standing traditions

Herbal/traditional products continued to be dominated by local players at the end of the review period, with Marriana International holding a clear lead, followed by Qarshi Industries. Local companies have an advantage in herbal/traditional products because of their knowledge of the traditions and practices underpinning demand in the market, which cannot be matched by international players.

A fragmented category undergoing consolidation

Long-established traditions of consumption and the related strength of small, local players have led to the development of a highly fragmented herbal/traditional products category. Small domestic players often have a niche presence in specific regions of the country, where they are able to command strong consumer loyalty for their products due to the relationships that they and their distributors have developed with local consumers over long periods of time.

Foreign players have their work cut out to compete

While foreign players continue to struggle to compete in herbal/traditional products, the strong growth of the category is expected to encourage them to make more focused efforts to adapt their product offers to the shifting character of demand. During the forecast period, international companies and brands are likely to require significant investment in efforts to raise brand awareness, while also innovating to ensure that they capitalise on their main strategic advantage, which is their superior resources.

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Herbal/Traditional Products in Pakistan

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Overview

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

The Herbal/Traditional 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 Herbal/Traditional Products in Pakistan?
  • What are the major brands in Pakistan?
  • What is the market size of Herbal/Traditional Products in Pakistan?
  • What are the major brands in Pakistan?
  • Are Ayurvedic or Traditional Chinese Medicine products available in Pakistan?
  • Which traditional products, like charcoal, bird’s nest, camphor, valerian, or menthol, are popular?

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 Consumer Health market research database.

Herbal/Traditional Products in Pakistan - Category analysis

HEADLINES

PROSPECTS

Traditional medical practices provide solid foundation for development
Concerns about OTC products boost demand
Herbal/traditional trend exerting a growing influence on positioning

COMPETITIVE LANDSCAPE

Local players benefit from long-standing traditions
A fragmented category undergoing consolidation
Foreign players have their work cut out to compete

CATEGORY DATA

Table 1 Sales of Herbal/Traditional Products: Value 2014-2019
Table 2 Sales of Herbal/Traditional Products: % Value Growth 2014-2019
Table 3 NBO Company Shares of Herbal/Traditional Products: % Value 2015-2019
Table 4 LBN Brand Shares of Herbal/Traditional Products: % Value 2016-2019
Table 5 Forecast Sales of Herbal/Traditional Products: Value 2019-2024
Table 6 Forecast Sales of Herbal/Traditional Products: % Value Growth 2019-2024

Consumer Health in Pakistan - Industry Overview

EXECUTIVE SUMMARY

City living boosting demand across consumer health
DRAP expected to maintain price control despite 2019 increase
Major multinationals continue to dominate
Advice from store staff growing in importance in light of self-medication trend
Favourable conditions for ongoing growth

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Distribution of Consumer Health by Format: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format and Category: % Value 2019
Table 15 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 16 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine

DEFINITIONS

SOURCES

Summary 1 Research Sources