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Country Report

Home Care in

Home Care in Pakistan

45 pages, Apr 2019

US$2,650

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Executive Summary

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Rising incomes and marketing activities drive positive performance of home care

Favourable socioeconomic factors continued to support the positive development of Pakistan’s home care market in 2018. Rising incomes and the expansion of the middle class saw home care products become more affordable to many consumers, while also enabling some households to trade up to higher quality and more expensive brands.

Price remains highly influential in home care purchasing decisions

While consumers in Pakistan are increasingly giving greater weight to factors like quality, efficacy and brand image when buying home care products, in most cases price remains the primary determinant in purchasing decisions. Accordingly, towards the end of the review period leading manufacturers continued to pursue competitive pricing strategies, while also running regular advertising campaigns and price-based promotions to stimulate trial purchases and strengthen loyalty towards their brands.

Multinationals maintain leading positions in most home care categories

The competitive environment within Pakistan’s home care market remained quite concentrated in 2018. A small number of multinationals accounted for the lion’s share of total current value sales, and maintained leading positions in most of the main market categories.

Traditional grocery retailers continue to dominate home care distribution

Traditional grocery retailers continued to dominate home care distribution in Pakistan in 2018. This channel’s market value share declined during the review period as an expanding middle class, rural-urban migration and the opening of new outlets by major chains supported steady gains for modern grocery retailers.

Increasing competition likely to fuel higher investment in advertising and innovation

The outlook for home care in Pakistan remains favourable, with overall retail volume and current value sales projected to grow strongly throughout the forecast period. Population growth, rising incomes and improvements in general living standards will continue to underpin the expansion of the market.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Pakistan for free:

The Home Care in Pakistan market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Pakistan?
What are the major brands in Pakistan?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Pakistan?

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 Home Care market research database.

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Home Care in Pakistan

EXECUTIVE SUMMARY

Rising incomes and marketing activities drive positive performance of home care

Price remains highly influential in home care purchasing decisions

Multinationals maintain leading positions in most home care categories

Traditional grocery retailers continue to dominate home care distribution

Increasing competition likely to fuel higher investment in advertising and innovation

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Distribution of Home Care by Format: % Value 2013-2018
Table 7 Distribution of Home Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Home Care by Category: Value 2018-2023
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Pakistan

HEADLINES

PROSPECTS

Spray/aerosol air fresheners projected to remain the biggest category in value terms

Car air fresheners set to benefit from rising car ownership in Pakistan

Consumer base for air care products expected to continue expanding

COMPETITIVE LANDSCAPE

King Chemical Corp continues to lead air care

Improvements in distribution and promotion likely to support further gains for Air Wick

Leading brands expected to gain ground at expense of smaller competitors

CATEGORY DATA

Table 10 Sales of Air Care by Category: Value 2013-2018
Table 11 Sales of Air Care by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Air Care: % Value 2014-2018
Table 13 LBN Brand Shares of Air Care: % Value 2015-2018
Table 14 Forecast Sales of Air Care by Category: Value 2018-2023
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Pakistan

HEADLINES

PROSPECTS

Demand for bleach likely to slow as task-specific alternatives gain popularity

Rising hygiene-consciousness will help to sustain the expansion of bleach

Traditional grocery retailers will continue to lead bleach distribution

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s Robin Blue remains the leading brand in bleach

Kiwi Kleen attracts consumers trading up from unbranded products

Cheaper local and regional brands expected to lose ground to international players

CATEGORY DATA

Table 16 Sales of Bleach: Value 2013-2018
Table 17 Sales of Bleach: % Value Growth 2013-2018
Table 18 NBO Company Shares of Bleach: % Value 2014-2018
Table 19 LBN Brand Shares of Bleach: % Value 2015-2018
Table 20 Forecast Sales of Bleach: Value 2018-2023
Table 21 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Pakistan

HEADLINES

PROSPECTS

More consumers expected to switch to branded hand dishwashing products

Bars remain the dominant product format in hand dishwashing

Demand for automatic dishwashing products set to remain negligible

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the dominant player in dishwashing

Unilever’s Vim brand continues to lose ground to Lemon Max

Demand for cheaper “mushroom brands” looks set to slow

CATEGORY INDICATORS

Table 22 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 23 Sales of Dishwashing by Category: Value 2013-2018
Table 24 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 25 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 26 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 27 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Pakistan

HEADLINES

PROSPECTS

Reduced prevalence of dengue and malaria tempers demand for home insecticides

Electric insecticides expected to be the most dynamic category in retail volume terms

Traditional grocery retailers set to remain the most important distribution channel

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead home insecticides

Investment in promotion of electric and spray/aerosol insecticides expected to rise

Multinationals set to continue leading despite growing threat from local players

CATEGORY DATA

Table 29 Sales of Home Insecticides by Category: Value 2013-2018
Table 30 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 32 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 33 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Pakistan

HEADLINES

PROSPECTS

Consumer interest in more sophisticated laundry care products set to rise

Rising ownership of washing machines drives demand for powder detergents

Fabric softeners continue to gain popularity in urban areas

COMPETITIVE LANDSCAPE

Unilever remains the overall leader in laundry care

Colgate-Palmolive continues to benefit from strong brand loyalty

Local players struggle to gain ground

CATEGORY INDICATORS

Table 35 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 36 Sales of Laundry Care by Category: Value 2013-2018
Table 37 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 38 Sales of Laundry Aids by Category: Value 2013-2018
Table 39 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 40 Sales of Laundry Detergents by Category: Value 2013-2018
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 42 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 43 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 44 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 45 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 46 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 48 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Pakistan

HEADLINES

PROSPECTS

Rising living standards in Pakistan bode well for polishes

Shoe polish set to continue outperforming other categories

Metal, floor and furniture polish likely to benefit from entry of new local brands

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its overall lead in polishes

Strong performance of Kiwi continues to support value share gains for Peridot

International brands expected to gain ground at expense of cheaper competitors

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2013-2018
Table 51 Sales of Polishes by Category: % Value Growth 2013-2018
Table 52 NBO Company Shares of Polishes: % Value 2014-2018
Table 53 LBN Brand Shares of Polishes: % Value 2015-2018
Table 54 Forecast Sales of Polishes by Category: Value 2018-2023
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Pakistan

HEADLINES

PROSPECTS

Surface care will continue to benefit from rising hygiene-consciousness in Pakistan

Demand for surface care products set to remain strongest in urban areas

Multi-purpose cleaners expected to remain the most dynamic category

COMPETITIVE LANDSCAPE

SC Johnson remains the top player in surface care in 2018

Further value share gains projected for Dettol

Multinationals set to continue leading surface care

CATEGORY DATA

Table 56 Sales of Surface Care by Category: Value 2013-2018
Table 57 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 58 NBO Company Shares of Surface Care: % Value 2014-2018
Table 59 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 60 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Pakistan

HEADLINES

PROSPECTS

Rising hygiene-consciousness strengthens consumer interest in toilet care

Toilet liquids/foam expected to remain the dominant category

Demand likely to remain concentrated in urban areas

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s Harpic remains the dominant brand in toilet care

Unilever continues to invest heavily in marketing its Domex brand

Multinationals expected to maintain their dominance

CATEGORY DATA

Table 62 Sales of Toilet Care by Category: Value 2013-2018
Table 63 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 64 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 65 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 66 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Pakistan

New Report Guarantee

Executive Summary

New Report Guarantee

Rising incomes and marketing activities drive positive performance of home care

Price remains highly influential in home care purchasing decisions

Multinationals maintain leading positions in most home care categories

Traditional grocery retailers continue to dominate home care distribution

Increasing competition likely to fuel higher investment in advertising and innovation

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Pakistan

EXECUTIVE SUMMARY

Rising incomes and marketing activities drive positive performance of home care

Price remains highly influential in home care purchasing decisions

Multinationals maintain leading positions in most home care categories

Traditional grocery retailers continue to dominate home care distribution

Increasing competition likely to fuel higher investment in advertising and innovation

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Pakistan

HEADLINES

PROSPECTS

Spray/aerosol air fresheners projected to remain the biggest category in value terms

Car air fresheners set to benefit from rising car ownership in Pakistan

Consumer base for air care products expected to continue expanding

COMPETITIVE LANDSCAPE

King Chemical Corp continues to lead air care

Improvements in distribution and promotion likely to support further gains for Air Wick

Leading brands expected to gain ground at expense of smaller competitors

CATEGORY DATA

Bleach in Pakistan

HEADLINES

PROSPECTS

Demand for bleach likely to slow as task-specific alternatives gain popularity

Rising hygiene-consciousness will help to sustain the expansion of bleach

Traditional grocery retailers will continue to lead bleach distribution

COMPETITIVE LANDSCAPE

Reckitt Benckiser’s Robin Blue remains the leading brand in bleach

Kiwi Kleen attracts consumers trading up from unbranded products

Cheaper local and regional brands expected to lose ground to international players

CATEGORY DATA

Dishwashing in Pakistan

HEADLINES

PROSPECTS

More consumers expected to switch to branded hand dishwashing products

Bars remain the dominant product format in hand dishwashing

Demand for automatic dishwashing products set to remain negligible

COMPETITIVE LANDSCAPE

Colgate-Palmolive remains the dominant player in dishwashing

Unilever’s Vim brand continues to lose ground to Lemon Max

Demand for cheaper “mushroom brands” looks set to slow

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Pakistan

HEADLINES

PROSPECTS

Reduced prevalence of dengue and malaria tempers demand for home insecticides

Electric insecticides expected to be the most dynamic category in retail volume terms

Traditional grocery retailers set to remain the most important distribution channel

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead home insecticides

Investment in promotion of electric and spray/aerosol insecticides expected to rise

Multinationals set to continue leading despite growing threat from local players

CATEGORY DATA

Laundry Care in Pakistan

HEADLINES

PROSPECTS

Consumer interest in more sophisticated laundry care products set to rise

Rising ownership of washing machines drives demand for powder detergents

Fabric softeners continue to gain popularity in urban areas

COMPETITIVE LANDSCAPE

Unilever remains the overall leader in laundry care