With the growing trend for convenient products and cooking in Pakistan, the category is expected to grow over the forecast period, although growth will be very slow during the early years of the period due to low product awareness and limited availability. The expanding consumer base of the category as a result of ongoing urbanisation is expected to provide opportunity for growth.
The rising rate of female employment in Pakistan is expected to eventually lead to consumers purchasing food that can be quickly and conveniently prepared. More women in the workplace tends to place greater demands on household time while also boosting purchasing power, thereby generating increased demand for convenient meal solutions like ready meals.
Whilst soup already has a market in Pakistan, consumers’ preferred flavours remain traditional. With ongoing westernisation in the country, new flavours will continue to be introduced and are expected to be increasingly popular going forward, which will drive soup sales over the course of the forecast period amongst convenience-seeking consumers.
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Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.
See All of Our DefinitionsThis report originates from Passport, our Meals and Soups research and analysis database.
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