Home Care in Pakistan

July 2023
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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

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Distribution of Home Care by Format: % Value 2017-2022
Table 7 Distribution of Home Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Home Care by Category: Value 2022-2027
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Pakistan

KEY DATA FINDINGS

Air care continues to thrive despite economic pressures
King Air Fresheners leads the way with strong portfolio of affordable products
Distribution landscape shifting as consumers increasingly turn to modern retail options
Air care full of potential
Niche categories expected to see strong performances
Air care offers opportunities for local players and more sophisticated fragrances
Table 10 Sales of Air Care by Category: Value 2017-2022
Table 11 Sales of Air Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Air Care: % Value 2018-2022
Table 13 LBN Brand Shares of Air Care: % Value 2019-2022
Table 14 Forecast Sales of Air Care by Category: Value 2022-2027
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Pakistan

KEY DATA FINDINGS

Bleach continues to thrive thanks to its well-known ability to keep homes clean and germ free
Robin Blue remains the dominant brand thanks to trusted reputation
Domestic player showing promise with popular Kiwi Kleen Bleach brand
Bleach likely to remain a key feature of consumers’ shopping baskets
Little change expected in the competitive landscape
New product development expected as bleach comes under the microscope
Table 16 Sales of Bleach: Value 2017-2022
Table 17 Sales of Bleach: % Value Growth 2017-2022
Table 18 NBO Company Shares of Bleach: % Value 2018-2022
Table 19 LBN Brand Shares of Bleach: % Value 2019-2022
Table 20 Forecast Sales of Bleach: Value 2022-2027
Table 21 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Pakistan

KEY DATA FINDINGS

Population growth continues to fuel sales of dishwashing
Max increases its dominance with trusted line of dishwashing products
Vim continues to invest in marketing campaigns as it looks to raise its profile
Economic stability should support strong sales over the forecast period
Automatic dishwashing unlikely to enter the mass market over the forecast period
Liquids likely to see growing appeal but bars will continue to dominate
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2017-2022
Table 24 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 25 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 26 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 27 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Pakistan

KEY DATA FINDINGS

Rising awareness of the threat posed by insect borne diseases boosting demand for home insecticides
Mortein retains a strong lead backed by significant marketing investment
Local brands eye expansion opportunities with value-for-money alternatives
Climate change, population growth and urbanisation set to fuel strong demand for home insecticides
Households could turn to electric insecticides for safer and better solutions
Marketing and distribution key to the expansion of home insecticides
Table 29 Sales of Home Insecticides by Category: Value 2017-2022
Table 30 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 32 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 33 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Pakistan

KEY DATA FINDINGS

Laundry care continues to post strong growth in 2022 despite new challenges
Surf leads the way as multinationals dominate laundry care
Bonus and Brite target different ends of the market to give Colgate-Palmolive a wide reach
Bright outlook for laundry care with consumers expected to trade up
Rapid population growth and an improved economic scenario key to growth
Bar detergents likely to retain appeal despite losing share to automatic detergents
Table 35 Household Possession of Washing Machines 2017-2022
Table 36 Sales of Laundry Care by Category: Value 2017-2022
Table 37 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 38 Sales of Laundry Aids by Category: Value 2017-2022
Table 39 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 40 Sales of Laundry Detergents by Category: Value 2017-2022
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 42 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 43 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 44 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 45 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 46 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 48 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Pakistan

KEY DATA FINDINGS

Easing of COVID-19 fears puts the shine on shoe polish sales
Guerlain Cheery Blossom and Kiwi the key players in polishes
Smaller lower-priced brands require further investment if they are to pick up steam
Polishes set to continue enjoying strong growth backed by an improving economy
Shoe polish continues to take big strides with consumers keen to present a professional and well-groomed appearance
Local players could find success by investing in metal, floor and furniture polish
Table 50 Sales of Polishes by Category: Value 2017-2022
Table 51 Sales of Polishes by Category: % Value Growth 2017-2022
Table 52 NBO Company Shares of Polishes: % Value 2018-2022
Table 53 LBN Brand Shares of Polishes: % Value 2019-2022
Table 54 Forecast Sales of Polishes by Category: Value 2022-2027
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Pakistan

KEY DATA FINDINGS

Economic pressures limit stronger volume gains in 2022
Finis remains the popular choice thanks to accessible prices
Dettol looking to build on its germ-killing reputation
Surface care seen to have strong growth potential
New opportunities could be found in rural areas in post-pandemic Pakistan
Convenience set to play a stronger role in the purchasing decision over the forecast period
Table 56 Sales of Surface Care by Category: Value 2017-2022
Table 57 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Surface Care: % Value 2018-2022
Table 59 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 60 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Pakistan

KEY DATA FINDINGS

Toilet care sees stable growth thanks to increased hygiene awareness
Harpic invests in advertising to help drive demand for toilet care
Multinationals clean up in toilet care
Toilet care seen to be full of potential backed by urbanisation and a growing focus on hygiene
Toilet liquids/foam likely to remain the only significant category
Small local grocers likely to remain the key focus of toilet care players
Table 62 Sales of Toilet Care by Category: Value 2017-2022
Table 63 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 65 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 66 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
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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