Honey is traditionally believed to cure cold and flu symptoms in Pakistan. Consequently, honey will see strong demand in 2020 as many consumers added it to their daily diets amid fears related to the COVID-19 pandemic.
Overall sweet spreads is however expected to see retail volume growth slow in 2020 in comparison to growth rates seen earlier in the review period. This will chiefly be due to many households having more free time during lockdown.
Traditional grocery retailers remains the dominant distribution channel for sweet spreads, reflecting traditional shopping patterns. However, e-commerce is gaining share from a very low base, benefiting from many consumers seeking to minimise shopping trips away-from-home due to fear over catching the COVID-19 virus.
Health trends are expected to benefit the small niche of nut and seed based spreads in the forecast period, with this product area expected to see the strongest retail volume growth across sweet spreads. Sales will benefit from a growing number of consumers becoming aware of the nutritional and health benefits of including good fats in their diet.
New domestic players are expected to enter in the forecast period, which could challenge the shares of incumbent leaders Mitchell’s Fruit Farms and National Foods. While focusing on attracting price-sensitive consumers via low prices, new players are also expected to introduce innovation.
E-commerce is expected to continue to emerge in the forecast period, with players increasingly focusing on gaining a strong presence in this channel. Many consumers who began to buy groceries via e-commerce in 2020 will continue to do so, with the channel also likely to attract new customers due to its offer of convenient home delivery and a wide product range.
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Understand the latest market trends and future growth opportunities for the Spreads 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 Spreads research and analysis database.
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