Pakistan

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…

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…

Savoury snacks was fairly resilient during the pandemic, with retail volume sales growth only slowing in 2020 due to limited impulse purchase occasions, while overall demand was driven by more frequent snacking occasions during home seclusion. Sales…

RTD coffee remains a niche category, with sales generally limited to upper-income urban consumers. The pandemic had a slightly negative impact on sales as people turned away from buying non-essential items and purchasing power fell in line with the…

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…

Surface care continued to see high retail value sales growth in 2021, albeit lower than in 2020, as consumers’ consumption remained focussed on preventative hygiene in the aftermath of the peak of COVID-19. The threat of the pandemic resulted in the…

Demand for polishes increased in 2021 thanks to educational institutions opening up and professionals going back to work as life normalised during the year. Rapid urbanisation, a rising middle income group and the overall trend of many consumers…

Consumers’ increased consciousness of hygiene as a result of the pandemic contributed to retail value sales growth of laundry care in 2021, thanks to many consumers having the need to minimise exposure to the COVID-19 virus outside the home. While…

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…

Demand for sugar confectionery continues to rise in Pakistan in 2022, with the category showing greater resilience to the fallout of the pandemic and subsequent restrictions compared to snacks that are mainly driven by impulse purchases, although…

Coffee registered robust retail value sales growth in 2021 as more people shifted from tea to coffee. This shift was more noticeable in urban centres, among younger consumers who are modern and more Westernised. Nevertheless, coffee’s sales growth…

Preventative hygiene and more idle time at home led to an increase in overall demand for toilet care in 2021, albeit at a slower rate than that of the previous year. Many consumers continued to worry about contracting COVID-19, thus maintaining their…