Executive Summary

Jul 2018
PROSPECTS
Single portion dairy ice cream to continue to dominate

Single portion daily ice cream is expected to remain the most popular format over the forecast period due to the wide variety of products offered. As ice cream is primarily an impulse purchase, consumers are inclined to buy single servings.

Home-based and artisanal ice cream varieties to compete with brands

The advent of ice cream parlours in the urban centres of the country has created intense competition for packaged brands as higher-income households prefer ice creams from designer outlets which offer variety in flavours and fillings and a tasty dessert experience with family and friends. Increased competition from home-based and artisanal flavours sold at ice cream parlours compelled companies to launch new traditional flavours, such as pista (pistachio) and kulfa (purslane) in order to maintain share.

Shifting consumer preferences in favour of packaged ice cream to drive growth

Rapid urbanisation and higher consumer disposable incomes have shifted consumer preferences in favour of packaged ice creams. This shift is driven by an increase in brand awareness and the affordability and accessibility of packaged ice creams, even among lower-income households.

COMPETITIVE LANDSCAPE
Unilever Pakistan leads ice cream with several iconic brands

Unilever Pakistan continued to lead ice cream in 2018. Unilever’s Wall’s range has decades of brand equity, considerable product variety and vast distribution coverage, making it the most accessible ice cream brand in the country.

Unique flavours and consistent marketing helps Omore retain its position

The domestic brand, Omore by Engro Foods, is a close second to Wall’s. However, Engro Foods was acquired by a Netherlands-based company, Royal FrieslandCampina in 2017, which means ice cream is now characterised by international players.

Distribution penetration and cold chain efficiency remain crucial

Power cuts and energy shortages in the country can negatively impact the sales and growth of ice cream manufacturers due to inventory losses. Hence, cold chain efficiency and inventory management at retail outlets remain a challenge for brands.

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Ice Cream and Frozen Desserts in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Ice Cream and Frozen Desserts 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 Ice Cream and Frozen Desserts industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ice Cream and Frozen Desserts in Pakistan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Ice Cream and Frozen Desserts in Pakistan?
  • What are the major brands in Pakistan?
  • Which dietary supplement grew the fastest in the past year?

Why buy this report?

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  • 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.

Ice Cream and Frozen Desserts in Pakistan - Category analysis

HEADLINES

PROSPECTS

Single portion dairy ice cream to continue to dominate
Home-based and artisanal ice cream varieties to compete with brands
Shifting consumer preferences in favour of packaged ice cream to drive growth

COMPETITIVE LANDSCAPE

Unilever Pakistan leads ice cream with several iconic brands
Unique flavours and consistent marketing helps Omore retain its position
Distribution penetration and cold chain efficiency remain crucial

CATEGORY DATA

Table 1 Sales of Ice Cream and Frozen Desserts by Category: Volume 2013-2018
Table 2 Sales of Ice Cream and Frozen Desserts by Category: Value 2013-2018
Table 3 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2013-2018
Table 4 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2014-2018
Table 6 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2015-2018
Table 7 NBO Company Shares of Ice Cream: % Value 2014-2018
Table 8 LBN Brand Shares of Ice Cream: % Value 2015-2018
Table 9 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2013-2018
Table 10 Distribution of Ice Cream by Format: % Value 2013-2018
Table 11 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2018-2023
Table 12 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2018-2023
Table 13 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2018-2023
Table 14 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2018-2023

Packaged Food in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record positive growth
Packaged food continues to benefit from urbanisation as high inflation returns
Local players continue to dominate the highly fragmented competitive environment
Traditional grocery retailers remains the dominant channel
Urbanisation and rising demand for convenience likely to be major growth drivers

FOODSERVICE

Sales to Foodservice
The leading categories for foodservice sales are all basic staples
Frozen processed potatoes and frozen processed vegetables register the strongest sales growth
Soy sauces, bouillon and stock cubes and powders slated for strong growth over the forecast period
Consumer Foodservice
Consumer foodservice industry continues to recored strong growth
Consumer foodservice remains centred on major urban areas
Increasing exposure to international media a crucial factor behind growth in consumer foodservice
Category Data
Table 15 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 16 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 17 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 18 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 19 Sales of Packaged Food by Category: Volume 2013-2018
Table 20 Sales of Packaged Food by Category: Value 2013-2018
Table 21 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 22 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 23 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 24 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 25 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 26 Distribution of Packaged Food by Format: % Value 2013-2018
Table 27 Distribution of Packaged Food by Format and Category: % Value 2018
Table 28 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources