After declining in 2020, when the pandemic arrived in Pakistan, on-trade volume sales of juice recorded a strong recovery in 2021, while off-trade volume sales also saw slightly faster growth in this year. The improvement in the overall juice performance in 2021 came on the back of economic recovery and the easing of COVID-19 restrictions, with a gradual return of tourism and things slowly returning to normal.
Reconstituted 100% juice and, in particular, nectars have been seeing strong growth in the juice category, although juice drinks is also a dynamic product area. Reconstituted 100% juice and nectars are the two most widely available products in the marketplace and are highly favoured by the Pakistani population.
Nestlé Pakistan continued to be the leading player in juice in 2021. The company’s success lies in the high equity of the umbrella Nestlé brand, a loyal consumer base, a wide distribution network and consistent marketing support for its portfolio.
Juice will be seeing healthy annual growth rates over the forecast period, benefitting from the easing or removal of COVID-19 restrictions, which will see more people going out, helping to drive sales through the on-trade channel as well as boosting demand for impulse purchases via the off-trade channel, especially for smaller packs.
The view of all juice as healthy among consumers in Pakistan, even reconstituted and nectar products, is likely to play to the category’s advantage over the forecast period as people become more health conscious and buy more juice, as it is perceived to be healthy. With a shift away from carbonates also likely to be seen in the coming years, this should also benefit the juice category.
E-commerce is expected to continue growing over the forecast period, a trend that was already being seen over the review period, but received additional impetus during the pandemic due to the numerous restrictions and lockdowns in place. This helped consumers appreciate the convenience of shopping online as the pandemic broke down the barriers between internet retailing and more of the local population, many of whom will likely stick with buying via e-commerce in the future.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Juice 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.
If you're in the Juice 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.
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page