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Home Care in Pakistan

March 2022
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USD 2,750
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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?
Download Table of Contents

Home Care in Pakistan

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2016-2021
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Distribution of Home Care by Format: % Value 2016-2021
Table 7 Distribution of Home Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Home Care by Category: Value 2021-2026
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

Summary 1 Research Sources

Laundry Care in Pakistan

KEY DATA FINDINGS

Rise in consumer hygiene consciousness continues to benefit sales in 2021
Surf Excel continues to dominate laundry detergents in 2021
Colgate Palmolive remains in second place in laundry care in 2021
Sales of fabric softeners expected to grow substantially over the forecast period
Bar detergents set to record decelerating growth during the forecast period
Rising population and increasing disposable incomes expected to drive sales growth
Table 10 Household Possession of Washing Machines 2016-2021
Table 11 Sales of Laundry Care by Category: Value 2016-2021
Table 12 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 13 Sales of Laundry Aids by Category: Value 2016-2021
Table 14 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 15 Sales of Laundry Detergents by Category: Value 2016-2021
Table 16 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 17 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 18 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 19 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 20 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 21 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 22 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 23 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 24 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Pakistan

KEY DATA FINDINGS

Population growth and urbanisation positively impact dishwashing in 2021
Colgate-Palmolive leads dishwashing in 2021, with its flagship brand Max
Unilever Pakistan’s value share continues declining during 2021
Shift from unbranded to branded set to drive sales during the forecast period
Automatic dishwashing to attain no significant presence over the forecast period
Hand dishwashing will remain dominated by bar format despite introduction of new formats
Table 25 Household Possession of Dishwashers 2015-2020
Table 26 Sales of Dishwashing by Category: Value 2016-2021
Table 27 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 28 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 29 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 30 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Pakistan

KEY DATA FINDINGS

Demand rises as consumers continue to focus on cleanliness and hygiene in 2021
SC Johnson & Son continues to lead surface care in Pakistan during 2021
Value share of Dettol rises during 2021 due to consumer loyalty and wide availability
Consumers likely to shift to branded surface care during the forecast period
Multi-purpose cleaners likely to remain popular during the forecast period
Awareness of surface care set to rise in rural households during the forecast period
Table 32 Sales of Surface Care by Category: Value 2016-2021
Table 33 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 34 NBO Company Shares of Surface Care: % Value 2017-2021
Table 35 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 36 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 37 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Pakistan

KEY DATA FINDINGS

Preventative hygiene and shift to brands drive demand for bleach in 2021
Reckitt Benckiser remains the leader in bleach during 2021 thanks to quality of Robin Blue
Local player, Peridot Products, increases value share in 2021 thanks to improvements in distribution network
Bleach likely to increase sales over the forecast period as consumers’ hygiene awareness grows
Manufacturers expected to innovate to keep bleach relevant during the forecast period
International Manufacturers to continue dominating Bleach in Pakistan
Table 38 Sales of Bleach: Value 2016-2021
Table 39 Sales of Bleach: % Value Growth 2016-2021
Table 40 NBO Company Shares of Bleach: % Value 2017-2021
Table 41 LBN Brand Shares of Bleach: % Value 2018-2021
Table 42 Forecast Sales of Bleach: Value 2021-2026
Table 43 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Pakistan

KEY DATA FINDINGS

Preventative hygiene continues to impact sales positively during 2021
Shift from unbranded bleach to branded toilet care drives sales in 2021
Reckitt Benckiser Pakistan continues to lead toilet care in 2021, with its flagship brand Harpic
Rising hygiene consciousness set to boost demand during the forecast period
Toilet liquids/foam set to remain dominant in toilet care during the forecast period
Traditional grocery retailers likely to remain the leading distribution channel over the forecast period
Table 44 Sales of Toilet Care by Category: Value 2016-2021
Table 45 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 46 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 47 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 48 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 49 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Pakistan

KEY DATA FINDINGS

Consumer lifestyles normalising during 2021 leads to a rise in demand for polishes
Reckitt Benckiser Pakistan continues leading polishes in 2021
Small brands maintain value share in polishes across the review period
Higher per capita earnings set to drive demand for polishes during the forecast period
Shoe polish to remain popular in Pakistan over the forecast period
Increasing awareness of polishes likely to attract local players during the forecast period
Table 50 Sales of Polishes by Category: Value 2016-2021
Table 51 Sales of Polishes by Category: % Value Growth 2016-2021
Table 52 NBO Company Shares of Polishes: % Value 2017-2021
Table 53 LBN Brand Shares of Polishes: % Value 2018-2021
Table 54 Forecast Sales of Polishes by Category: Value 2021-2026
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Pakistan

KEY DATA FINDINGS

Rapid penetration of air care driven by urbanisation leads to robust sales growth in 2021
King Chemical continues to lead air care in 2021 thanks to a variety of brands
Small air care brands retain a sizable value share in 2021
Spray/aerosol air fresheners likely to remain dominant over the forecast period
Rising car possession set to boost sales of car air fresheners during the forecast period
Focus on hygiene set to lead to heightened demand for air care in the forecast period
Table 56 Sales of Air Care by Category: Value 2016-2021
Table 57 Sales of Air Care by Category: % Value Growth 2016-2021
Table 58 NBO Company Shares of Air Care: % Value 2017-2021
Table 59 LBN Brand Shares of Air Care: % Value 2018-2021
Table 60 Forecast Sales of Air Care by Category: Value 2021-2026
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Pakistan

KEY DATA FINDINGS

Growing middle class and awareness of mosquito borne diseases drive demand in 2021
Mortein maintains its lead during 2021 due to its marketing efforts and customer loyalty
Domestic brands increase value share in 2021 thanks to more affordable products
Leading brands likely to invest in marketing to draw more consumers during the forecast period
Dynamic sales growth of electric insecticides expected during the forecast period
Wide availability of home insecticides set to drive demand during the forecast period
Table 62 Sales of Home Insecticides by Category: Value 2016-2021
Table 63 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 64 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 65 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 66 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 67 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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