Pakistan

Consumer health awareness continued to rise in 2022, resulting in switching to healthier alternatives, especially nut-based spreads which are becoming the go-to products for consumers who are conscious about their health and also demand convenience.…

Growth in wipes in Pakistan is driven by population growth, an increase in affordability and awareness, as well as lifestyle changes, given the increase in Westernised lifestyles in the cities. Moreover, with female participation in the workforce on…

Oral care, which was only slightly adversely affected by the Coronavirus (COVID-19) pandemic, saw strong retail volume and current value growth in 2021. This performance came on the back of population growth and improving economic conditions, which…

Deodorants continued to be considered an essential category by many consumers towards the end of the review period. Therefore, retail volume sales were maintained in 2020, and registered strong growth in 2021. As consumers resumed to work, school and…

Demand for packaged ice cream is set to notably improve in 2022 due to greater mobility outside of the home, following a decline in demand during 2020 due to the pandemic, and subdued sales in 2021 with some restrictions still in place earlier in the…

Demand for branded sanitary protection continued to grow in 2021 due to rising awareness, affordability and switching from traditional alternatives to branded sanitary protection products in the cities of the country. Hence, the per capita use of…

Retail tissue continued to grow in Pakistan in 2021 due to the modernisation of lifestyles and improved affordability among the urban middle class of the country. Advertising campaigns by leading manufacturers promoting the use of retail tissue as a…

Hot drinks registered robust retail value and volume sales growth during 2021, in line with demand for tea which is widely consumed in Pakistan. Pakistanis spent considerable time at home during 2020 due to the pandemic, with restrictions only…

Mixed retailers experienced a disastrous 2020, as current value sales plummeted. This was due to restrictions on social gatherings and consumers working from home. This diminished demand for the apparel and footwear typically sold by mixed retailers.…

Rising urbanisation, increasing yet slow penetration of dishwashers and rapidly growing participation of women in the workforce all contributed to retail value sales growth of dishwashing in 2021. Premium formats continued to perform well as many…

There has been a record increase in prices and edible oils has been significantly impacted by inflation in 2022. The lower middle-class and rural population in the country have been unable to keep up with the price increases and rising price…

With the complete removal of COVID-19 restrictions in Pakistan, local consumers have become increasingly confident in spending time outside of the home, including gatherings with friends and family, as well as creating greater opportunities for…

Tea registers strong growth in 2021, both in on-trade and off-trade volume sales. Tea benefitted from the easing of COVID-19 restrictions and the fact that people went back to socialising and going out, which explains the healthy growth in on-trade…

RTD tea continued to record positive growth in 2021 on the back of the recovering economy that saw people extend their spending on non-essential items, although growth had not really faltered much during the pandemic, including in 2020. However, RTD…

Given on-trade sales of energy drinks remain negligible, the pandemic, with its lockdowns, foodservice closures and other restrictions, had little impact on energy drinks, with sales continuing to see strong growth in both volume and value terms in…

In Pakistan, there is a general preference for unpackaged bread, which is usually fresher than packaged varieties and is often purchased from independent bakeries rather than supermarkets. Unpackaged bread has tended to comprise a popular but very…

Coffee whiteners remains the dominant category of other dairy in Pakistan and this is due to the very widespread use of these products as coffee and tea whiteners in southern regions of Pakistan. Tea is a very popular hot drink in Pakistan and it is…

Milk formula remains the dominant category of baby food in Pakistan and these products are increasingly seen as essential by the parents of babies, infants and young children. One of the key factors underpinning the perceived importance of milk…

As the effect of COVID-19 on the industry remained very limited and did not restrict the distribution of tobacco in Pakistan, sales of tobacco grew overall in 2021. With smoking prevalence remaining stable in the country, prices increased as the…

Smoking prevalence among the adult population in Pakistan decreased slightly in 2021 amid ongoing attempts by the government to lower it by issuing tax hikes, notably raising the average unit price of cigarettes per stick. The price increases caused…