Executive Summary

Aug 2018
PROSPECTS
Potential for growth in packaged yoghurt

Rapid urbanisation, together with economic improvements in the country, has led to a surge in sales of packaged food. However, packaged yoghurt still accounts for only a fraction of the total yoghurt market, leaving strong potential for growth as consumer preferences develop in favour of packaged products.

Consistent marketing of packaged plain yoghurt keeps demand high

Plain yoghurt is used in Pakistan as a staple, with some households consuming it as a condiment, whilst others eat it with bread as part of a meal. Hence, brands strive to capture sales with consistent marketing aimed at switching consumers from unpackaged yoghurt.

Lack of a traditional taste and texture hamper the growth of sour milk products

Unpackaged sour milk products have a very traditional texture and taste that the average Pakistani consumer enjoys, especially the milk and yoghurt-based beverage lassi; packaged brands of lassi have failed to replicate this. Moreover, unpackaged lassi is topped with a thick layer of pure cream, which adds to the texture and taste of the beverage.

COMPETITIVE LANDSCAPE
Adam’s remains the only significant brand in sour milk products

Yoghurt and sour milk products is comprised of standard and economy brands, both of which compete based on convenience and variety. The competitive landscape comprises a handful of leading domestic manufacturers and various other retailer-imported international brands.

Nestlé Pakistan dominates yoghurt with various brand variations

Nestlé Pakistan led yoghurt and sour milk products in value terms in 2018. The company was one of the first entrants in packaged yoghurt with its Nestlé Yoghurt and Raita brands.

Independent small grocers remains the leading distribution channel

Yoghurt and sour milk products are mainly purchased in small pack sizes on frequent shopping trips, and not usually as part of monthly grocery shopping trips, due to their short shelf life. For this reason, the main retail channel in 2018 was independent small grocers.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Yoghurt and Sour Milk Products industry in Pakistan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Yoghurt and Sour Milk Products industry in Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Yoghurt and Sour Milk Products in Pakistan market research report includes:

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

Our market research reports answer questions such as:

  • What is the market size of Yoghurt and Sour Milk Products in Pakistan?
  • What are the major brands in Pakistan?
  • Which variety of yoghurt is performing better – spoonable or drinking?
  • In the wake of recent controversies, what does the future hold for functional probiotic products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Yoghurt and Sour Milk Products in Pakistan - Category analysis

HEADLINES

PROSPECTS

Potential for growth in packaged yoghurt
Consistent marketing of packaged plain yoghurt keeps demand high
Lack of a traditional taste and texture hamper the growth of sour milk products

COMPETITIVE LANDSCAPE

Adam’s remains the only significant brand in sour milk products
Nestlé Pakistan dominates yoghurt with various brand variations
Independent small grocers remains the leading distribution channel

CATEGORY DATA

Table 1 Sales of Yoghurt and Sour Milk Products by Category: Volume 2013-2018
Table 2 Sales of Yoghurt and Sour Milk Products by Category: Value 2013-2018
Table 3 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2013-2018
Table 4 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2014-2018
Table 6 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2015-2018
Table 7 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2013-2018
Table 8 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2018-2023
Table 9 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2018-2023
Table 10 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2018-2023

Packaged Food in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to record positive growth
Packaged food continues to benefit from urbanisation as high inflation returns
Local players continue to dominate the highly fragmented competitive environment
Traditional grocery retailers remains the dominant channel
Urbanisation and rising demand for convenience likely to be major growth drivers

FOODSERVICE

Sales to Foodservice
The leading categories for foodservice sales are all basic staples
Frozen processed potatoes and frozen processed vegetables register the strongest sales growth
Soy sauces, bouillon and stock cubes and powders slated for strong growth over the forecast period
Consumer Foodservice
Consumer foodservice industry continues to recored strong growth
Consumer foodservice remains centred on major urban areas
Increasing exposure to international media a crucial factor behind growth in consumer foodservice
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources