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Soft Drinks in Pakistan

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Pakistan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Pakistan?
  • To what extent are health considerations impacting consumption of Soft Drinks in Pakistan?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Pakistan?
  • Which are the leading brands in Soft Drinks in Pakistan?
  • What potential exists for multinational or domestic soft drinks companies to expand in Pakistan?
  • How are products distributed in Soft Drinks in Pakistan?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Soft Drinks in Pakistan

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Pakistan

KEY DATA FINDINGS

Reopening of foodservice outlets and other recreational places boosts volume sales
Return to pre-pandemic lifestyles drives impulse purchases and on-the-go consumption
Strong distribution and marketing help Nestlé to maintain its leadership of bottled water
Bottled water expected to benefit from perception of safety
Hygiene and health awareness to shift demand towards bottled water
Bulk bottled water gaining a lot of traction among consumers
Table 31 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 32 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 33 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 34 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 36 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 37 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 39 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 41 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Pakistan

KEY DATA FINDINGS

New and innovative flavours are being introduced in the category
Reduced sugar and sugar-free carbonates gain momentum
Wide distribution and marketing campaigns impact sales and rankings
New and small brands penetrate suburban areas, while players look to healthier and premium products to lure urban consumers
Companies fear slow growth due to rising inflation
Companies move towards sustainable packaging and production
Table 43 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 44 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 45 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 46 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 47 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 48 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 49 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 50 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 51 Sales of Carbonates by Total Fountain On-trade: Volume 2017-2022
Table 52 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2017-2022
Table 53 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 54 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 55 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 56 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 57 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 58 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 59 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 60 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 61 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2022-2027
Table 62 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2022-2027

Concentrates in Pakistan

KEY DATA FINDINGS

Low prices and ease of dilution appeal to lower-income consumers
Economy and value sizing positively impact sales
Clover Pakistan leverages strong distribution and marketing and small packs to lead concentrates in off-trade volume terms
High inflation to support demand for affordable powder and liquid concentrates
Ramadan and Ashura to continue to spike sales of liquid concentrates
Strong marketing to push all-year-round consumption
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 63 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 64 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 65 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 66 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 68 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 69 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 70 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 71 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 72 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 73 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 74 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 75 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 76 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 78 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Pakistan

KEY DATA FINDINGS

Carbonated fruit drinks appear in the category
Urban consumers are more aware of juices that are low in preservatives and carry “cleaner” labels
Nestlé leverages wide distribution and brand building initiatives to remain the leading player
Modern retailers to flourish in a modernising retail landscape
Impulse packs and new brands to make gains in the forecast period
Nectars and reconstituted 100% juice to grow in popularity
Table 79 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 80 Off-trade Sales of Juice by Category: Value 2017-2022
Table 81 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 82 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 83 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 84 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 85 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 86 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 87 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 88 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 89 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 90 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Coffee in Pakistan

KEY DATA FINDINGS

RTD coffee remains a niche for affluent young consumers
Limited availability slows the development of RTD coffee
Stronger distribution reach and brand recognition support dominance of Nescafé Ice Coffee Café Latte
Retail modernisation and urbanisation offer development and growth potential
High inflation to further constrain interest in trialling RTD coffee
Smaller and on-the-go packs to broaden reach of brands
Table 91 Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 92 Off-trade Sales of RTD Coffee: Value 2017-2022
Table 93 Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 94 Off-trade Sales of RTD Coffee: % Value Growth 2017-2022
Table 95 NBO Company Shares of Off-trade RTD Coffee: % Volume 2018-2022
Table 96 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2019-2022
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Value 2018-2022
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Value 2019-2022
Table 99 Forecast Off-trade Sales of RTD Coffee: Volume 2022-2027
Table 100 Forecast Off-trade Sales of RTD Coffee: Value 2022-2027
Table 101 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2022-2027
Table 102 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2022-2027

RTD Tea in Pakistan

KEY DATA FINDINGS

Coca-Cola to launch Fuze Tea
RTD tea remains a niche but sees growing awareness and sales
Lipton leverages a reputation for quality, wide distribution and flavour variety to dominate the competitive landscape
Small pack sizes to offset the high price deterrent in RTD tea
Improving distribution networks to extend reach and grow sales
Creating awareness among the mass consumer base remains a necessary strategy
Table 103 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 104 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Pakistan

KEY DATA FINDINGS

Energy drinks continues to see fast off-trade sales growth from a low base in 2022
Sting enjoys price advantage to lead the field
Young population drives the demand for energy drinks
Search for trendier alternatives to traditional drinks to swell the consumer base
Urbanisation to play a key role in driving awareness of energy drinks
Targeted marketed to generate awareness and boost offline and online sales among young consumers
Table 115 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 116 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 117 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 118 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 119 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 120 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 123 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 124 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 125 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 126 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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