Packaged Food in Pakistan

Packaged Food in Pakistan

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 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Pakistan

HEADLINES

PROSPECTS

Plain milk chocolate to remain the most popular tablet variant

Seasonality to continue to influence sales

Tablets to remain the most preferred variant, closely followed by countlines

COMPETITIVE LANDSCAPE

Mondelez Pakistan leads chocolate confectionery

Ismail Industries remains the leading domestic manufacturer

Premium brands remain small with limited distribution in a price-sensitive market

CATEGORY DATA

Table 18 Sales of Chocolate Confectionery by Category: Volume 2013-2018
Table 19 Sales of Chocolate Confectionery by Category: Value 2013-2018
Table 20 Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
Table 21 Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
Table 22 Sales of Chocolate Tablets by Type: % Value 2013-2018
Table 23 NBO Company Shares of Chocolate Confectionery: % Value 2014-2018
Table 24 LBN Brand Shares of Chocolate Confectionery: % Value 2015-2018
Table 25 Distribution of Chocolate Confectionery by Format: % Value 2013-2018
Table 26 Forecast Sales of Chocolate Confectionery by Category: Volume 2018-2023
Table 27 Forecast Sales of Chocolate Confectionery by Category: Value 2018-2023
Table 28 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2018-2023

Gum in Pakistan

HEADLINES

PROSPECTS

Bubble gum to retain its popularity, specifically among young consumers

Offering value for money, pallets to remain the most popular format

Despite increasing costs, prices of gum to remain consistent

COMPETITIVE LANDSCAPE

Hilal Confectionery leads with its strong legacy brands

Economy brands by domestic manufacturers maintain a stronghold

Independent small grocers continues to lead distribution of gum

CATEGORY DATA

Table 30 Sales of Gum by Category: Volume 2013-2018
Table 31 Sales of Gum by Category: Value 2013-2018
Table 32 Sales of Gum by Category: % Volume Growth 2013-2018
Table 33 Sales of Gum by Category: % Value Growth 2013-2018
Table 34 NBO Company Shares of Gum: % Value 2014-2018
Table 35 LBN Brand Shares of Gum: % Value 2015-2018
Table 36 Distribution of Gum by Format: % Value 2013-2018
Table 37 Forecast Sales of Gum by Category: Volume 2018-2023
Table 38 Forecast Sales of Gum by Category: Value 2018-2023
Table 39 Forecast Sales of Gum by Category: % Volume Growth 2018-2023
Table 40 Forecast Sales of Gum by Category: % Value Growth 2018-2023

Ice Cream and Frozen Desserts in Pakistan

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 41 Sales of Ice Cream and Frozen Desserts by Category: Volume 2013-2018
Table 42 Sales of Ice Cream and Frozen Desserts by Category: Value 2013-2018
Table 43 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2013-2018
Table 44 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2014-2018
Table 46 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2015-2018
Table 47 NBO Company Shares of Ice Cream: % Value 2014-2018
Table 48 LBN Brand Shares of Ice Cream: % Value 2015-2018
Table 49 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2013-2018
Table 50 Distribution of Ice Cream by Format: % Value 2013-2018
Table 51 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2018-2023
Table 52 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2018-2023
Table 53 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2018-2023
Table 54 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2018-2023

Savoury Snacks in Pakistan

HEADLINES

PROSPECTS

Potato chips to remain the favourite savoury snack

Evolving consumer choices to positively influence growth of savoury biscuits

Consumer awareness of packaged nuts, seeds and trail mixes to increase slowly

COMPETITIVE LANDSCAPE

PepsiCo Inc continues to lead savoury snacks

Oye Hoye loses growth trajectory in 2018

Unbranded alternatives pose a tough challenge to brands

CATEGORY DATA

Table 55 Sales of Savoury Snacks by Category: Volume 2013-2018
Table 56 Sales of Savoury Snacks by Category: Value 2013-2018
Table 57 Sales of Savoury Snacks by Category: % Volume Growth 2013-2018
Table 58 Sales of Savoury Snacks by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Savoury Snacks: % Value 2014-2018
Table 60 LBN Brand Shares of Savoury Snacks: % Value 2015-2018
Table 61 Distribution of Savoury Snacks by Format: % Value 2013-2018
Table 62 Forecast Sales of Savoury Snacks by Category: Volume 2018-2023
Table 63 Forecast Sales of Savoury Snacks by Category: Value 2018-2023
Table 64 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2018-2023
Table 65 Forecast Sales of Savoury Snacks by Category: % Value Growth 2018-2023

Sugar Confectionery in Pakistan

HEADLINES

PROSPECTS

Pastilles, gums, jellies and chews to maintain its lead in sugar confectionery

Increasing sugar prices lead to lower profit margins

Boiled sweets to remain popular among young consumers

COMPETITIVE LANDSCAPE

With over 30 Candyland brands, Ismail Industries leads sugar confectionery

Hilal Confectionery leads boiled sweets and records significant growth in jellies

Mondelez Pakistan remains the leading international player

CATEGORY DATA

Table 66 Sales of Sugar Confectionery by Category: Volume 2013-2018
Table 67 Sales of Sugar Confectionery by Category: Value 2013-2018
Table 68 Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
Table 69 Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
Table 70 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2013-2018
Table 71 NBO Company Shares of Sugar Confectionery: % Value 2014-2018
Table 72 LBN Brand Shares of Sugar Confectionery: % Value 2015-2018
Table 73 Distribution of Sugar Confectionery by Format: % Value 2013-2018
Table 74 Forecast Sales of Sugar Confectionery by Category: Volume 2018-2023
Table 75 Forecast Sales of Sugar Confectionery by Category: Value 2018-2023
Table 76 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2018-2023
Table 77 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2018-2023

Sweet Biscuits, Snack Bars and Fruit Snacks in Pakistan

HEADLINES

PROSPECTS

Small brands and counterfeits to remain a threat to leading manufacturers

Plain biscuits to remain the most popular

Strong growth expected for cookies

COMPETITIVE LANDSCAPE

English Biscuit Manufacturers continues to lead

Declining share of black biscuits indicates changing consumer preferences

Leading players battle for share for chocolate chip cookie brands

CATEGORY DATA

Table 78 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2013-2018
Table 79 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2013-2018
Table 80 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2013-2018
Table 81 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2014-2018
Table 83 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2015-2018
Table 84 NBO Company Shares of Sweet Biscuits: % Value 2014-2018
Table 85 LBN Brand Shares of Sweet Biscuits: % Value 2015-2018
Table 86 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2013-2018
Table 87 Distribution of Sweet Biscuits by Format: % Value 2013-2018
Table 88 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2018-2023
Table 89 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2018-2023
Table 90 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2018-2023
Table 91 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2018-2023

Edible Oils in Pakistan

HEADLINES

PROSPECTS

Volumes rising

Middle class demand driving olive oil growth

Opportunities for upmarket development

COMPETITIVE LANDSCAPE

Dalda retains lead

Increasingly fragmented category

Intensifying competition in growth category

CATEGORY DATA

Table 92 Sales of Edible Oils by Category: Volume 2013-2018
Table 93 Sales of Edible Oils by Category: Value 2013-2018
Table 94 Sales of Edible Oils by Category: % Volume Growth 2013-2018
Table 95 Sales of Edible Oils by Category: % Value Growth 2013-2018
Table 96 NBO Company Shares of Edible Oils: % Value 2014-2018
Table 97 LBN Brand Shares of Edible Oils: % Value 2015-2018
Table 98 Distribution of Edible Oils by Format: % Value 2013-2018
Table 99 Forecast Sales of Edible Oils by Category: Volume 2018-2023
Table 100 Forecast Sales of Edible Oils by Category: Value 2018-2023
Table 101 Forecast Sales of Edible Oils by Category: % Volume Growth 2018-2023
Table 102 Forecast Sales of Edible Oils by Category: % Value Growth 2018-2023

Ready Meals in Pakistan

HEADLINES

PROSPECTS

Middle class expansion supports rise in demand

Rapid urbanisation creating conditions for growth

Low level of female employment a barrier to growth

COMPETITIVE LANDSCAPE

Close competition between top three

Smaller players gaining share

Innovation to spur growth

CATEGORY DATA

Table 103 Sales of Ready Meals by Category: Volume 2013-2018
Table 104 Sales of Ready Meals by Category: Value 2013-2018
Table 105 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 106 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 107 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 108 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 109 Distribution of Ready Meals by Format: % Value 2013-2018
Table 110 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 111 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 112 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 113 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Sauces, Dressings and Condiments in Pakistan

HEADLINES

PROSPECTS

Switch from unpackaged to packaged products

Changing diets boost growth

Modern grocery retailing to grow in importance

COMPETITIVE LANDSCAPE

National Foods retains lead

Major multinationals present

Room for smaller players

CATEGORY DATA

Table 114 Sales of Sauces, Dressings and Condiments by Category: Volume 2013-2018
Table 115 Sales of Sauces, Dressings and Condiments by Category: Value 2013-2018
Table 116 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2013-2018
Table 117 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2013-2018
Table 118 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2014-2018
Table 119 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2015-2018
Table 120 Distribution of Sauces, Dressings and Condiments by Format: % Value 2013-2018
Table 121 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2018-2023
Table 122 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2018-2023
Table 123 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2018-2023
Table 124 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2018-2023

Soup in Pakistan

HEADLINES

PROSPECTS

Urbanisation generating demand

Independent small grocers dominate but modern formats gaining share

Instant soup to maintain dominance

COMPETITIVE LANDSCAPE

Unilever and Nestlé dominate

Limited opportunities for new players

CATEGORY DATA

Table 125 Sales of Soup by Category: Volume 2013-2018
Table 126 Sales of Soup by Category: Value 2013-2018
Table 127 Sales of Soup by Category: % Volume Growth 2013-2018
Table 128 Sales of Soup by Category: % Value Growth 2013-2018
Table 129 NBO Company Shares of Soup: % Value 2014-2018
Table 130 LBN Brand Shares of Soup: % Value 2015-2018
Table 131 Distribution of Soup by Format: % Value 2013-2018
Table 132 Forecast Sales of Soup by Category: Volume 2018-2023
Table 133 Forecast Sales of Soup by Category: Value 2018-2023
Table 134 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 135 Forecast Sales of Soup by Category: % Value Growth 2018-2023

Sweet Spreads in Pakistan

HEADLINES

PROSPECTS

Growth in largest category

Shift to modern grocery retailing channels

Opportunities for new products

COMPETITIVE LANDSCAPE

Mitchell’s Fruit Farms extends lead

Limited presence for international brands

CATEGORY DATA

Table 136 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 137 Sales of Sweet Spreads by Category: Value 2013-2018
Table 138 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 139 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 140 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 141 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 142 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 143 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 144 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 145 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 146 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

Baked Goods in Pakistan

HEADLINES

PROSPECTS

Staple status underpins maturity

Role for manufacturer activity

Trend towards packaged bread

COMPETITIVE LANDSCAPE

Golden Harvest Foods maintains lead

Strong growth for Peki cakes

CATEGORY DATA

Table 147 Sales of Baked Goods by Category: Volume 2013-2018
Table 148 Sales of Baked Goods by Category: Value 2013-2018
Table 149 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 150 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 151 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 152 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 153 Distribution of Baked Goods by Format: % Value 2013-2018
Table 154 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 155 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 156 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 157 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Breakfast Cereals in Pakistan

HEADLINES

PROSPECTS

Increasing consumption amongst adults

Expansion of potential consumer base

Increasing segmentation to drive up sales of children’s products

COMPETITIVE LANDSCAPE

Fauji Cereals holds strong but diminishing lead

Kellogg expanding strongly

Multinational brands expected to gain share

CATEGORY DATA

Table 158 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 159 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 160 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 161 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 162 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 163 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 164 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 165 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 166 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 167 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 168 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2018-2023

Processed Fruit and Vegetables in Pakistan

HEADLINES

PROSPECTS

Demographic developments driving growth

TV shows boost popularity of home baking

Freezer penetration supports growth in frozen products

COMPETITIVE LANDSCAPE

Opportunity for shift towards greater brand development

Quick Food Industries holds narrow lead

Limited presence for domestic brands

CATEGORY DATA

Table 169 Sales of Processed Fruit and Vegetables by Category: Volume 2013-2018
Table 170 Sales of Processed Fruit and Vegetables by Category: Value 2013-2018
Table 171 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2013-2018
Table 172 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2013-2018
Table 173 NBO Company Shares of Processed Fruit and Vegetables: % Value 2014-2018
Table 174 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2015-2018
Table 175 Distribution of Processed Fruit and Vegetables by Format: % Value 2013-2018
Table 176 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2018-2023
Table 177 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2018-2023
Table 178 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2018-2023
Table 179 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2018-2023

Processed Meat and Seafood in Pakistan

HEADLINES

PROSPECTS

Convenience and hygiene drive growth

Shift to more regular consumption

Expanding consumer base

COMPETITIVE LANDSCAPE

K&N’s Foods dominates

Gaba Seafood sees share growth

Strong onus on brand development

CATEGORY DATA

Table 180 Sales of Processed Meat and Seafood by Category: Volume 2013-2018
Table 181 Sales of Processed Meat and Seafood by Category: Value 2013-2018
Table 182 Sales of Processed Meat and Seafood by Category: % Volume Growth 2013-2018
Table 183 Sales of Processed Meat and Seafood by Category: % Value Growth 2013-2018
Table 184 NBO Company Shares of Processed Meat and Seafood: % Value 2014-2018
Table 185 LBN Brand Shares of Processed Meat and Seafood: % Value 2015-2018
Table 186 Distribution of Processed Meat and Seafood by Format: % Value 2013-2018
Table 187 Forecast Sales of Processed Meat and Seafood by Category: Volume 2018-2023
Table 188 Forecast Sales of Processed Meat and Seafood by Category: Value 2018-2023
Table 189 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2018-2023
Table 190 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2018-2023

Rice, Pasta and Noodles in Pakistan

HEADLINES

PROSPECTS

Rice dominates

Strong performance expected in dried pasta

Noodles targets sizeable consumer group

COMPETITIVE LANDSCAPE

Significant consolidation

Multinationals dominate noodles

Competition intensifying in pasta

CATEGORY DATA

Table 191 Sales of Rice, Pasta and Noodles by Category: Volume 2013-2018
Table 192 Sales of Rice, Pasta and Noodles by Category: Value 2013-2018
Table 193 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2013-2018
Table 194 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2013-2018
Table 195 NBO Company Shares of Rice, Pasta and Noodles: % Value 2014-2018
Table 196 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2015-2018
Table 197 NBO Company Shares of Rice: % Value 2014-2018
Table 198 LBN Brand Shares of Rice: % Value 2015-2018
Table 199 NBO Company Shares of Pasta: % Value 2014-2018
Table 200 LBN Brand Shares of Pasta: % Value 2015-2018
Table 201 NBO Company Shares of Noodles: % Value 2014-2018
Table 202 LBN Brand Shares of Noodles: % Value 2015-2018
Table 203 Distribution of Rice, Pasta and Noodles by Format: % Value 2013-2018
Table 204 Distribution of Rice by Format: % Value 2013-2018
Table 205 Distribution of Pasta by Format: % Value 2013-2018
Table 206 Distribution of Noodles by Format: % Value 2013-2018
Table 207 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2018-2023
Table 208 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2018-2023
Table 209 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2018-2023
Table 210 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2018-2023

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