Home Care in Pakistan

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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