Sweet Spreads in Pakistan

PROSPECTS

Growth in largest category

Jams and preserves is by far the largest sweet spreads category in Pakistan and the one with the greatest variety of products on offer. It was also the most dynamic category at the end of the review period, as changing lifestyles underpinned by ongoing urbanisation led to new, Western-influenced dietary habits.

Shift to modern grocery retailing channels

As in other categories, the independent small grocers channel continues to lead sales of sweet spreads in Pakistan but is seeing its share eroded by the expansion of supermarkets and hypermarkets. The category also notably saw forecourt retailers gain a significant share during the review period, as the channel expanded its offer in line with evolving consumer demand.

Opportunities for new products

Growing demand in sweet spreads is creating opportunities for new product development and the introduction of new flavours. Currently, mango, apple, orange and mixed fruit feature amongst the most popular flavours in jams and preserves across the country, with more recently introduced flavours, such as apricot and cherry, having a lesser presence.

COMPETITIVE LANDSCAPE

Mitchell’s Fruit Farms extends lead

Mitchell’s Fruit Farms retained top spot in sweet spreads in 2018, extending its lead over fellow domestic company, National Foods, during the year. The leader was the only major player in the category to increase its value share in 2018, as it maintained a trend of share growth that persisted throughout the review period.

Limited presence for international brands

The presence of international manufacturers in sweet spreads remains limited to brands imported by retailers. The relatively high prices of these products serves as a significant barrier to their development in a market characterised by low levels of purchasing power.

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