Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Pakistan. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
A high proportion of yoghurt sales in Pakistan have traditionally been accounted for by unpackaged products. but the rapid urbanisation being witnessed across Pakistan is driving the trend towards packaged yoghurt, with sales rising throughout urban…
Despite the difficult economic conditions, including spiralling inflation and local currency devaluation, wound care is expected to registered moderate constant value growth. With society opened up fully, post pandemic lockdowns, there are more minor…
While value sales continued to be relatively low in 2023, wipes in Pakistan registered healthy volume growth, though constant value sales fell, as rising costs hit profitability. There is increased availability of various more affordable imported…
In Pakistan, the messaging around weight management and wellbeing focuses on overall health and wellness. While players also target overweight and obese consumers, many leading competitors focus their messaging on overall health, rather than just…
Value sales for vitamins are sizeable in Pakistan and continue to register healthy value growth. Multivitamins are expected to register the highest current value growth in 2023 and also account for the majority of value sales. Consumers appreciate…
In 2023, the focus on preventative hygiene continued to significantly boost the demand for toilet care in Pakistan. With consumers remaining concerned about viral infections, there was a notable increase in the call for products that could ensure…
Overall, it was a mixed picture for tobacco in Pakistan in 2023.
Tissue and hygiene registered a slight increase in constant value sales in Pakistan in 2023. Inflation continued to be very high and was being driven by several factors, including international commodity prices, global supply disruptions, flood…
Pakistan continues to be a nation of tea drinkers and in 2023, tea registered modest volume growth, party supported by continuing population growth. However, volume sales fall through foodservice channels, as consumers cut back on drinking in local…
Rising inflation and a shift towards the purchase of essential food items has resulted in a conservative approach to spending in 2023, leading consumers to opt for more cost-effective options. As a result, chocolate spreads, which are considered more…
In Pakistan, biscuits are commonly consumed at tea time with plain biscuits one of the most popular options. Indeed, tea with biscuits is a cherished tradition for many consumers. During this tea time ritual, biscuits are often seen as a luxurious…
In 2023, surface care witnessed strong retail volume growth, as well as very fast retail current value sales growth, albeit the latter was supported by the impact of high inflationary pressure on prices. Retail volume demand was driven by a continued…
In Pakistan, consumer awareness regarding sun protection has significantly increased, leading to a notable growth in sun care. This shift in consumer attitudes stems from a greater understanding of the harmful effects of UV radiation, including…
Sugar confectionery is immensely popular among kids in Pakistan as it constitutes an affordable treat. Children mainly purchase sweets from neighbourhood shops with their pocket money and hence are quite price-sensitive. In 2023, with inflation…
Pakistan’s economy continues to struggle and the government secured a further USD3 billion bailout from the IMF in July 2023, avoiding an impending default. Inflation continues to be very high and is being driven by several factors, including…
Spirits maintained positive growth in Pakistan in 2023, with whiskies in the lead. As seen in beer, Murree Brewery Co Ltd maintains its lead, being the dominant company in alcoholic beverages in Pakistan, due to the country’s stringent restrictions…
The picture was bleak for soft drinks in Pakistan in 2023, with retail volume sales falling across the board, with the exception of bottled water and concentrates. That being said, overall retail volume sales increased slightly, due to bottled water…
Aggressive inflation has reduced consumer purchasing power in 2023, prompting shifts on the demand and supply side. Consumers are opting for more affordable snack options and are seeking substitutes for higher-priced products. To address this trend,…
There was continued double-digit constant value growth for e-vaping in Pakistan in 2023. Its consumer base was made up of people looking to quit smoking, as well as younger consumers, mainly under 20 years of age, who often have never smoked and…
Skin care in Pakistan experienced robust growth in 2023, driven by a combination of factors including population expansion and the increasing participation of women in the workforce. With more women joining the workforce, there is a parallel rise in…
Due to rising inflation, savoury snacks manufacturers have introduced different product sizes, to cater for different customer segments. Some consumers prefer buying value sized products, as it provides greater value for money on the weekly shop. By…
Among all the products in the category, ketchup is the most consumed in Pakistan. It is purchased by consumer households, as well as foodservice outlets, and there is no apparent distinction between urban and rural consumers. Its popularity has led…
RTD tea registered a decline in volume sales in 2023, as soaring inflation dampened demand and consumers prioritised essentials. In addition, as RTD tea is more expensive than other soft drinks such as carbonates, this further dampened volume sales.…
RTD coffee registered the steepest fall in volume sales among soft drinks in 2023. RTD coffee is considered expensive and with inflation soaring, volume demand fell. Growth also continued to be inhibited by the limited availability.
Rice is a key staple in Pakistan and in 2023 is expected to register healthy volume growth, as its affordability, as well as continuing population growth support volume sales. Local farmers are also in a position to supply local demand and this keeps…
Retail tissue in Pakistan performed strongly across the board in 2023 in terms of volume growth. Toilet paper, in particular, registered significant growth, with volume sales increasing by a fifth. Continuing population growth supported increased…
In 2022, retail in Pakistan was severely impacted by the devastating floods and the economic crisis. Dwindling consumer purchasing power, supply chain disruptions, reduced agriculture output, weak lending activity by commercial banks and currency…
Clicky, a fast-fashion e-commerce platform focused on apparel, footwear and accessories, has received investments from notable investors such as Fatima Ventures and Souq, a UAE-based company that was later acquired by Amazon. In December 2021, the…
In spite of continuing soaring inflation, processed meat, seafood and alternatives to meat is expected to register both healthy constant value and volume growth. Urbanisation and busier lifestyles are boosting demand. Processed meats, seafood, and…
Continuing soaring inflation is expected to see current value sales rise significantly, though constant value and volume growth are expected to be much more muted. Continuing population growth supports volume growth, though with inflation still…
In 2023, consumer spending on premium beauty and personal care products in Pakistan continued its upward trajectory, buoyed by shifting beauty trends. Despite inflationary pressures, affluent consumers demonstrated a penchant for quality and indulged…
The strong rise in demand for polishes continued in 2023, primarily propelled by the growing middle-class consumer base in the country. The rising consumer base of middle-class households can be attributed to improving disposable incomes and…
Pakistan’s ‘repressed’ status for economic freedom is largely due to political instability and the undue influence of the military. The economy performed better than peers, but suffers from high inflation and interest rates that suppress growth,…
While the birth rate in Pakistan is falling, it remains amongst the highest in the world. The high birth rate and increasing health- and hygiene-awareness drive significant growth in paediatric consumer health. However, while parents are becoming…
In spite of rising prices, other hot drinks, and in particular chocolate-based flavoured powder drinks, registered double-digit constant value and volume growth. Continuing population growth partly supported the increased sales. In addition, as…
Coffee whiteners remains the dominant category of other dairy in Pakistan and this is due to the very widespread use of these products as coffee and tea whiteners in southern regions of Pakistan. Tea is a very popular hot drink in Pakistan and it is…
Oral care in Pakistan experienced healthy volume growth in 2023, propelled by increasing awareness of dental hygiene standards and supported by public health campaigns. As society becomes more conscious of oral health, consumers are integrating…
In 2022, rising inflation rates and the increasing cost of living had a significant impact on spending in non-grocery retail, in constant terms. The channels that were most affected were home improvement stores, followed by apparel and footwear…
Nappies/diapers/pants performed strongly in Pakistan in 2023, registering both healthy constant value and volume growth. Continuing population growth contributed to the increased demand. Also, with more women working outside the home and needing…
Insights and data on the traditional automotive sector and the mobility industry can help businesses examine how changing travel patterns will impact future consumer behaviour. Growing climate pressures and rising urbanisation rates are pushing…
Menstrual care in Pakistan registered constant value growth, in spite of crippling inflation. However, volume sales fell slightly. Significant work is also being done by NGOs such as UNICEF to remove cultural taboos around menstruation and this is…
In 2023, men’s grooming in Pakistan experienced a modest increase in both volume and value sales, primarily driven by the growing demand for men’s fragrances. As societal activities resumed post-pandemic lockdowns, men displayed a heightened interest…
With the increasing pace of life in urban areas, consumers, including a significant population of working women, are seeking meal and soup options that can be prepared quickly and with minimal effort. Products that offer easy preparation, such as…
The preference for affordable and essential beauty and personal care products remained prominent amidst economic uncertainties in Pakistan in 2023. Basic categories like hair care, oral care, and bath products witnessed steady growth as consumers…
Laundry detergents in Pakistan continued to growing healthily in 2023, reflecting the importance of these products across socioeconomic classes. Despite economic challenges like high inflation and increased manufacturing costs leading to price hikes,…
Nestle´ remained the leading player in juice during 2023, accounting for over a third of volume sales. The company’s success lies in the high brand recognition of the umbrella Nestlé brand, a loyal consumer base, a wide distribution network and…
In 2022, there was a major shift towards ice cream parlours in the urban and metropolitan cities of Pakistan. However, the import ban placed on luxury goods hit imported ice cream hard in this year, with ice cream parlours forced to close for some…
Hot drinks registered health value growth in 2023, as well as moderate volume growth, which was supported by continuing population growth. That being said, Pakistan’s economy continued to struggle and the government secured a further USD3 billion…
All categories of home insecticides continued to see strong increases in retail volume sales in 2023, although insecticide baits remained negligible. This supported retail current value growth, which was made dynamic by high inflationary pressure on…