The outbreak of COVID-19 in 2020 and the government’s efforts to contain it, including nationwide and localised lockdowns, has done little to limit the demand for sweet biscuits in Pakistan. These products are relatively affordable and as such continue to be seen as a suitable snack in the face of economic uncertainty.
Snack bars and fruit snacks have a negligible presence in Pakistan, with sweet biscuits being the only category with significant sales in 2021. Within the category, low-priced single-portion packs of sweet biscuits remain key in appealing to the widest possible range of consumers.
Cookies is a much smaller category than filled biscuits and plain biscuits in Pakistan, but with prices remaining stable in 2021 demand continues to grow, with these products being seen as an exciting alternative to plain biscuits for the purpose of tea dunking. Chocolate chip cookies in particular are helping to propel cookies in the country, with the leading brand, Bisconni Chocolate Chip Cookies by Ismail Industries, investing heavily in in-store and mass media marketing initiatives towards the end of the review period.
English Biscuit Manufacturers is expected to build on its dominant position within sweet biscuits, snack bars and fruit snacks over the forecast period, with its Peek Freans brand continuing to grow throughout the review period. The company is the oldest biscuit manufacturer in the country and is highly regarded.
Traditional grocery retailers dominate the sale of sweet biscuits in Pakistan with these stores being conveniently located in local neighbourhoods. Nevertheless, there could be a gradual shift in the distribution landscape over the forecast period.
Health is expected to be another area of innovation in the forecast period, with COVID-19 pushing more consumers to reflect on their lifestyle choices. There is a growing focus on health and wellness among young adults, particularly mid- and high-income young adults in urban areas.
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Understand the latest market trends and future growth opportunities for the Sweet Biscuits, Snack Bars and Fruit 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 Biscuits, Snack Bars and Fruit Snacks research and analysis database.
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