Sales have not been significantly impacted by COVID-19, with retail volume growth slowing only slightly from pre-pandemic levels in 2020 and 2021. Pakistan saw further localised lockdowns in early 2021 due a new wave of COVID-19 which impacted impulse sales and on-the-go consumption.
Visibility remains essential for brands of savoury snacks seeking to appeal to consumers, with strong shelf displays key to retaining top of mind recall. With limited shelf space in small convenience stores and traditional grocery retailers, these retailers often display savoury snacks on shelves outside their shops.
PepsiCo continues to dominate savoury snacks with its popular international brands, Lay’s, Kurkure and Cheetos, which enjoy strong brand equity, extensive distribution coverage and a significant marketing budget. Lay’s in particular commands a dominant value share and has been key to the dynamic growth seen in potato chips.
Savoury snacks is expected to see dynamic growth over the forecast period, even improving on the strong performance seen during the review period, while retail volume growth is also expected to strengthen slightly in the forecast period. Growth will likely continue to be driven largely by potato chips, which should benefit from heavy investment from the leading players such as PepsiCo in terms of marketing and innovation.
It is likely that PepsiCo will retain a dominant position in savoury snacks over the forecast period, especially given its recent investments in local production. Nevertheless, some small domestic competitors are pushing for share, looking to appeal by offering local spicy flavours.
Independent small grocers remains the dominant distribution channel for savoury snacks, with these stores benefiting from their convenient locations in local neighbourhoods. Nevertheless, there could be a shift within the distribution landscape over the forecast period as other channels expand.
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Understand the latest market trends and future growth opportunities for the Sweet and Savoury Snacks industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sweet and Savoury Snacks research and analysis database.
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