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Country Report

Home Care in

Home Care in Pakistan

35 pages, Feb 2018

US$2,650

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Executive Summary

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Home care benefits from expansion of Pakistan’s middle-income consumer base

Consumer awareness of various home care brands in Pakistan has risen remarkably in recent years thanks to increased investment in mass media advertisements by both international and local manufacturers. Together with rising disposable incomes, this has encouraged many members of the country’s expanding middle-income consumer base to increase spending on such products.

Home care manufacturers employ strategies to generate trial purchases

With consumers in Pakistan still in the process of migrating to branded home care products, price remains a very compelling factor in purchasing decisions. Many consumers perceive little difference in quality between individual brands, and therefore tend to buy those that best fit their budget.

Multinationals remain on top in a concentrated competitive environment

The competitive environment in home care in Pakistan remained quite concentrated in 2017, with a handful of manufacturers accounting for the lion’s share of current value sales. While international manufacturers such as Unilever and Reckitt Benckiser Pakistan Ltd invest in brand building activities to convince consumers on the basis of product quality, domestic manufacturers mostly compete on price, targeting lower-income, price-sensitive consumers.

Insight-based marketing campaigns aim to convert consumers to specific brands

Strengthening consumer awareness of products has a very important role to play in the development of home care in Pakistan. As the number of competitors in the market has increased in recent years, leading companies have begun to step up advertising and promotional activities, most of which are insight-based communications intended to educate consumers and convert them to specific brands.

Independent small grocers will remain the leading distribution channel

Nationwide improvements in product distribution via all major retail channels have played a key role in the development of home care in Pakistan in recent years, and should continue to do so over the forecast period. While modern channels such as supermarkets and hypermarkets look set to make further gains, the importance of independent small grocers in home care distribution can not be underestimated.

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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

Home care benefits from expansion of Pakistan’s middle-income consumer base

Home care manufacturers employ strategies to generate trial purchases

Multinationals remain on top in a concentrated competitive environment

Insight-based marketing campaigns aim to convert consumers to specific brands

Independent small grocers will remain the leading distribution channel

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 Distribution of Home Care by Format: % Value 2012-2017
Table 5 Distribution of Home Care by Format and Category: % Value 2017
Table 6 Forecast Sales of Home Care by Category: Value 2017-2022
Table 7 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Pakistan

HEADLINES

PROSPECTS

Appeal of air care products continues to expand beyond higher-income households

Spray/aerosol air fresheners set to remain the largest air care category

Car air fresheners expected to gain popularity among younger drivers

COMPETITIVE LANDSCAPE

King Chemical Corp maintains its lead in 2017

Air Wick remains the highest-ranked international brand in air care

Smaller players retain a substantial value share in 2017

CATEGORY DATA

Table 8 Sales of Air Care by Category: Value 2012-2017
Table 9 Sales of Air Care by Category: % Value Growth 2012-2017
Table 10 Forecast Sales of Air Care by Category: Value 2017-2022
Table 11 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Pakistan

HEADLINES

PROSPECTS

Bleach benefits from rising hygiene-consciousness among consumers

Shift to specialised cleaning solutions will restrict development of bleach

Independent small grocers set to remain leading distribution channel for bleach

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its commanding lead

Peridot’s Kiwi Kleen brand continues to gain popularity

International manufacturers set to increase their dominance in bleach

CATEGORY DATA

Table 12 Sales of Bleach: Value 2012-2017
Table 13 Sales of Bleach: % Value Growth 2012-2017
Table 14 Forecast Sales of Bleach: Value 2017-2022
Table 15 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Pakistan

HEADLINES

PROSPECTS

Hand dishwashing will benefit as more consumers switch to branded products

Automatic dishwashing likely to remain a negligible category

Bars set to remain the dominant format in hand dishwashing

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead dishwashing with flagship brand Lemon Max

Unilever’s Vim experiences value share declines throughout the review period

International manufacturers remain dominant in dishwashing

CATEGORY INDICATORS

Table 16 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 17 Sales of Dishwashing by Category: Value 2012-2017
Table 18 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 19 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 20 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Pakistan

HEADLINES

PROSPECTS

Declining threat of mosquito-borne diseases will slow home insecticides expansion

Independent small grocers expected to remain the leading distribution channel

Electric insecticides set to be the most dynamic category over the forecast period

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leadership in 2017

International players lead but domestic brands continue to gain ground

Leading manufacturers will continue to push high-margin formats

CATEGORY DATA

Table 21 Sales of Home Insecticides by Category: Value 2012-2017
Table 22 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 23 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 24 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Pakistan

HEADLINES

PROSPECTS

Heavy investment in marketing drives development of fabric softeners

Shift away from bar detergents set to continue over the forecast period

Convenience factor will continue to drive laundry care expansion

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead laundry care

Surf Excel remains the top laundry detergents brand

International manufacturers maintain strong positions

CATEGORY INDICATORS

Table 25 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 26 Sales of Laundry Care by Category: Value 2012-2017
Table 27 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 28 Sales of Laundry Aids by Category: Value 2012-2017
Table 29 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 30 Sales of Laundry Detergents by Category: Value 2012-2017
Table 31 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 32 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 33 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Pakistan

HEADLINES

PROSPECTS

Polishes set to benefit from rising demand among urban millennials

Shoe polish will remain the largest and most dynamic category

More local players expected to enter metal, floor and furniture polish

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead polishes

Peridot’s Kiwi brand gains ground throughout the review period

Smaller and cheaper brands maintain a strong presence in polishes

CATEGORY DATA

Table 34 Sales of Polishes by Category: Value 2012-2017
Table 35 Sales of Polishes by Category: % Value Growth 2012-2017
Table 36 Forecast Sales of Polishes by Category: Value 2017-2022
Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Pakistan

HEADLINES

PROSPECTS

Surface care set to benefit from declining popularity of traditional alternatives

Multi-purpose cleaners expected to show the fastest development

Demand for surface care products likely to remain concentrated in urban areas

COMPETITIVE LANDSCAPE

SC Johnson remains the leader in surface care in Pakistan

Second-ranked brand Dettol continues to gain ground

International manufacturers set to remain on top

CATEGORY DATA

Table 38 Sales of Surface Care by Category: Value 2012-2017
Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 40 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Pakistan

HEADLINES

PROSPECTS

Toilet care benefits from rising hygiene-consciousness among consumers

Increasing penetration in rural areas will pose challenges for leading players

Toilet liquids/foam set to remain the dominant toilet care category in Pakistan

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to dominate with flagship brand Harpic

Unilever’s Domex brand maintains its progress in 2017

Dominance of international manufacturers unlikely to be challenged

CATEGORY DATA

Table 42 Sales of Toilet Care by Category: Value 2012-2017
Table 43 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 44 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 45 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Pakistan

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Executive Summary

New Report Guarantee

Home care benefits from expansion of Pakistan’s middle-income consumer base

Home care manufacturers employ strategies to generate trial purchases

Multinationals remain on top in a concentrated competitive environment

Insight-based marketing campaigns aim to convert consumers to specific brands

Independent small grocers will remain the leading distribution channel

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

Home care benefits from expansion of Pakistan’s middle-income consumer base

Home care manufacturers employ strategies to generate trial purchases

Multinationals remain on top in a concentrated competitive environment

Insight-based marketing campaigns aim to convert consumers to specific brands

Independent small grocers will remain the leading distribution channel

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Pakistan

HEADLINES

PROSPECTS

Appeal of air care products continues to expand beyond higher-income households

Spray/aerosol air fresheners set to remain the largest air care category

Car air fresheners expected to gain popularity among younger drivers

COMPETITIVE LANDSCAPE

King Chemical Corp maintains its lead in 2017

Air Wick remains the highest-ranked international brand in air care

Smaller players retain a substantial value share in 2017

CATEGORY DATA

Bleach in Pakistan

HEADLINES

PROSPECTS

Bleach benefits from rising hygiene-consciousness among consumers

Shift to specialised cleaning solutions will restrict development of bleach

Independent small grocers set to remain leading distribution channel for bleach

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its commanding lead

Peridot’s Kiwi Kleen brand continues to gain popularity

International manufacturers set to increase their dominance in bleach

CATEGORY DATA

Dishwashing in Pakistan

HEADLINES

PROSPECTS

Hand dishwashing will benefit as more consumers switch to branded products

Automatic dishwashing likely to remain a negligible category

Bars set to remain the dominant format in hand dishwashing

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead dishwashing with flagship brand Lemon Max

Unilever’s Vim experiences value share declines throughout the review period

International manufacturers remain dominant in dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Pakistan

HEADLINES

PROSPECTS

Declining threat of mosquito-borne diseases will slow home insecticides expansion

Independent small grocers expected to remain the leading distribution channel

Electric insecticides set to be the most dynamic category over the forecast period

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its leadership in 2017

International players lead but domestic brands continue to gain ground

Leading manufacturers will continue to push high-margin formats

CATEGORY DATA

Laundry Care in Pakistan

HEADLINES

PROSPECTS

Heavy investment in marketing drives development of fabric softeners

Shift away from bar detergents set to continue over the forecast period

Convenience factor will continue to drive laundry care expansion

COMPETITIVE LANDSCAPE

Colgate-Palmolive continues to lead laundry care