Soup in Pakistan is an extremely niche category, with consumption limited to a small base of urban buyers. The sector is wholly made up of instant and shelf stable soups, with limited retail presence and a narrow range of options.
Although Unilever’s Knorr brand wholly dominates this segment, new consumer-oriented entrants like the Rasul Group of Companies’ Bake Parlor brand are beginning to make inroads. Bake Parlor has a portfolio of convenience-aligned products, and has launched innovative products such as Pakistan’s first range of noodle soups.
Health awareness trends were already strengthening pre-pandemic, and the crisis has accelerated this trend. This has led to growing suspicion of heavily processed foods, with millennial consumers in particular looking to avoid instant or shelf stable soups with high amounts of sodium, MSGs and preservatives.
Soup will see strong growth in retail volume and current value over the forecast period, with instant soup remaining the main driver of growth. Consumers are increasingly focused on health and hygiene.
Sales of soup will also benefit from shifting socioeconomic trends in Pakistan. Urbanisation is leading to busier lifestyles for many Pakistani families, and the increasing participation of women in workforce.
The growing middle class consumer base is becoming increasingly sophisticated, which maty well allow for the development of more premium positioned products. In its current form, the category could only really see this kind of product development in shelf stable soups, but a focus on ingredient quality, new flavours and packaging could support growth in this way.
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Understand the latest market trends and future growth opportunities for the Soup 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 a comprehensive range of core packaged food categories.
If you're in the Soup 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.
Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.See All of Our Definitions
This report originates from Passport, our Soup research and analysis database.
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