Pakistan

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…

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…

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…

With the on-trade having negligible sales of concentrates, the category was not too badly affected by the pandemic. However, off-trade volume growth did slow slightly in both 2020 and 2021, with consumers on tight budgets, having been financially…

There was a strong rebound in on-trade sales of carbonates in 2021 as the economy slowly started to recover from the effects of the pandemic, restrictions were eased and people started going out more. There had been a steep decline in on-trade sales…

On-trade sales recovered well in 2021, registering strong growth over the year, following the sharp decline seen in 2020, when the pandemic first hit Pakistan. However, in volume terms, due to the size of the 2020 decline, 2021 sales were still some…

Direct selling saw slower current value growth in response to the COVID-19 pandemic in 2020. This was due to sales representatives being restricted in their ability to contact potential consumers, due to the prohibition on social gatherings and…

Consumers were increasingly aware of home care brands in 2021, due to the emphasis of advertisements in mass media by both international and local manufacturers. As Pakistan is more exposed to newer brand alternatives, the growing middle-income…

A growing middle income consumer group along with a rising urban population caused by a rapid rural to urban migration has led to very fast penetration of many home care categories including air care in Pakistan. Coupled with the growing awareness of…

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…