Other Hot Drinks in Pakistan

PROSPECTS

Rising awareness of health and nutrition boosts other hot drinks

Increasing health awareness among urban consumers boosted the appeal of other hot drinks, which are marketed for their nutritional value. With rapid rural-to-urban migration, a growing middle-income consumer group and rising health consciousness, parents are increasingly looking for brands/products that are able to meet their children’s nutrition needs.

Players bet on flavours and health

Over the forecast period, other hot drinks brands are expected to expand their flavour ranges by adding novelties like Kesar Badam. Given that these products are mainly consumed by children and teenagers, it is imperative that manufacturers choose their flavours wisely.

Chocolate-based flavoured powder drinks dominates

Other hot drinks are consumed by youths because of their health and development propositions. Nonetheless, flavour is a key success factor for brands.

COMPETITIVE LANDSCAPE

Milo leads flavoured powder drinks

Nestlé’s Milo leads flavoured powder drinks in Pakistan, primarily due to its wide distribution and easy accessibility, as the use of convenience-based Tetra Pak means it can be consumed on the go. Hence, Milo benefits from numerous consumption occasions.

Nestlé supports Milo with strong marketing

Milo’s success is also due to strong marketing support, which ensures consistent consumer engagement with the brand. In 2018, Nestlé launched limited-time special edition packs that leveraged on the growing popularity of football in the country.

International brands dominate the landscape

Flavoured powder drinks is still in its infancy, with few significant brands available in Pakistan. The category is dominated by international manufacturers.

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