Home Care in Pakistan

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Pakistan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Pakistan?
  • Which are the leading brands in Home Care in Pakistan?
  • How are products distributed in Home Care in Pakistan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Pakistan

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Distribution of Home Care by Format: % Value 2015-2020 Table 7 Distribution of Home Care by Format and Category: % Value 2020 Table 8 Forecast Sales of Home Care by Category: Value 2020-2025 Table 9 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hygiene concerns drives increased demand for laundry care as consumers stockpile in preparation for lockdown
Consumers focus on hygiene claims when it comes to marketing
Unilever retains leadership thanks to strong brand loyalty and wide portfolio

RECOVERY AND OPPORTUNITIES

Stabilisation period ahead as life returns to normal in Pakistan
E-commerce is on the rise in Pakistan
Rising ownership of washing machines drives demand for powder detergents

CATEGORY INDICATORS

Table 10 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 11 Sales of Laundry Care by Category: Value 2015-2020 Table 12 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 13 Sales of Laundry Aids by Category: Value 2015-2020 Table 14 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 15 Sales of Laundry Detergents by Category: Value 2015-2020 Table 16 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 18 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 19 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 20 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 21 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 22 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 23 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives an increase in demand for products in dishwashing as consumers spend more time at home
Premium formats continue to grow as urbanisation leads to changes in consumer preferences
Colgate-Palmolive remains the dominant player in dishwashing

RECOVERY AND OPPORTUNITIES

Consumption to stabilise as the gradual transition from bar to liquid formats continues
Demographic shifts lead to changes in dishwashing
Mushroom brands remain an obstacle to key players

CATEGORY INDICATORS

Table 25 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 26 Sales of Dishwashing by Category: Value 2015-2020 Table 27 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 28 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 29 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 30 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Demand in surface care surges as consumers seek to prevent COVID-19 infection
COVID-19 supports increased penetration of surface care in all echelons of society
Multi-purpose cleaners remains the most dynamic category

RECOVERY AND OPPORTUNITIES

Growth looks set to continue as consumers adopt new long-term hygiene habits
Penetration to grow as distribution network and e-commerce expand
International companies continue to dominate surface care

CATEGORY DATA

Table 32 Sales of Surface Care by Category: Value 2015-2020 Table 33 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 34 NBO Company Shares of Surface Care: % Value 2016-2020 Table 35 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 36 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Bleach sees a spike in demand as consumers focus on health and hygiene during the COVID-19 pandemic
Consumers shift to larger pack sizes to prepare for an uncertain future
Robin blue retains leadership whilst Kiwi Kleen Bleach attracts consumers trading-up from unbranded products

RECOVERY AND OPPORTUNITIES

COVID-19 to drive long-term hygiene consciousness which will benefit bleach
E-commerce to grow from a low base following the example of COVID-19
Brands to focus on germ protection when it comes to marketing

CATEGORY DATA

Table 38 Sales of Bleach: Value 2015-2020 Table 39 Sales of Bleach: % Value Growth 2015-2020 Table 40 NBO Company Shares of Bleach: % Value 2016-2020 Table 41 LBN Brand Shares of Bleach: % Value 2017-2020 Table 42 Forecast Sales of Bleach: Value 2020-2025 Table 43 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Demand surges as consumers panic buy following the announcement of lockdown restrictions
Leading brands release new advertising campaigns drawing on the fears associated with the health crisis
Toilet liquids/foam remains the dominant category in toilet care

RECOVERY AND OPPORTUNITIES

Category retains an upward trajectory following a brief period of normalisation
Improvements in distribution will stimulate growth whilst e-commerce continues to grow
Demand for toilet care to improve as consumers adopt more sophisticated cleaning routines

CATEGORY DATA

Table 44 Sales of Toilet Care by Category: Value 2015-2020 Table 45 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 46 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 47 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 48 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Pakistan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 slows growth of shoe polish as consumers stay at home during lockdown
Rising living standards and demographic shifts support growth in polishes
Guerlain Cherry Blossom continues to lead the category as consumers prioritise quality and performance

RECOVERY AND OPPORTUNITIES

Growth to rebound thanks to demographic shifts whilst e-commerce gains ground
Shoe polish set to continue outperforming other categories
Leading brands to gain share as consumers move away from home remedies

CATEGORY DATA

Table 50 Sales of Polishes by Category: Value 2015-2020 Table 51 Sales of Polishes by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Polishes: % Value 2016-2020 Table 53 LBN Brand Shares of Polishes: % Value 2017-2020 Table 54 Forecast Sales of Polishes by Category: Value 2020-2025 Table 55 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Growing penetration of air care supports growth as consumers spend more time at home during COVID-19 lockdown
Demographic shifts continue to support growth in air care as the consumer base continues to grow
Spray/aerosol air fresheners remain the biggest category in value terms

RECOVERY AND OPPORTUNITIES

Consumers to up their cleaning routines as hygiene-awareness increases
E-commerce set to take root in Pakistan in the coming years
Consumers move away from home made remedies, supporting growth of air care

CATEGORY DATA

Table 56 Sales of Air Care by Category: Value 2015-2020 Table 57 Sales of Air Care by Category: % Value Growth 2015-2020 Table 58 NBO Company Shares of Air Care: % Value 2016-2020 Table 59 LBN Brand Shares of Air Care: % Value 2017-2020 Table 60 Forecast Sales of Air Care by Category: Value 2020-2025 Table 61 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Pakistan

KEY DATA FINDINGS

2020 IMPACT

Home insecticides unaffected by COVID-19 as spray/aerosol insecticides remains the most popular format
Demand sustained by the threat of dengue and malaria
Reckitt Benckiser continues to lead home insecticides

RECOVERY AND OPPORTUNITIES

Improvements to living standards to drive demand for home insecticides
Disease awareness supports leading brands thanks to informational campaigns
Leading brands focus on persuading consumers to trade up to premium formats

CATEGORY DATA

Table 62 Sales of Home Insecticides by Category: Value 2015-2020 Table 63 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 64 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 65 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 66 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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