Soft Drinks in Pakistan - Research and Markets

The final year of the review period, 2022, was increasingly characterised by the lifting and absence of Coronavirus (COVID-19) pandemic-related restrictions. Local consumers have adapted their lifestyles accordingly to meet post-COVID-19 norms. For some, this meant the continuation of more home-centred lifestyles. For many, this led to a return to pre-pandemic habits and lifestyles, and the strong resumption of impulse and on-the-go purchases.

The Soft Drinks in Pakistan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2017-2021), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Soft Drinks market
Pinpoint growth sectors and identify factors driving change
Understand the competitive environment, the market’s major players and leading brands
Use five-year forecasts to assess how the market is predicted to develop.

SOFT DRINKS IN PAKISTAN

EXECUTIVE SUMMARY

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2017-2022
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2017-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Table 29 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2022-2027
Table 30 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

CARBONATES IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

New and innovative flavours are being introduced in the category
Reduced sugar and sugar-free carbonates gain momentum
Wide distribution and marketing campaigns impact sales and rankings

PROSPECTS AND OPPORTUNITIES

New and small brands penetrate suburban areas, while players look to healthier and premium products to lure urban consumers
Companies fear slow growth due to rising inflation
Companies move towards sustainable packaging and production

CATEGORY DATA

Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 35 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 36 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 39 Sales of Carbonates by Total Fountain On-trade: Volume 2017-2022
Table 40 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2017-2022
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027
Table 49 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2022-2027
Table 50 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2022-2027

JUICE IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Carbonated fruit drinks appear in the category
Urban consumers are more aware of juices that are low in preservatives and carry “cleaner” labels
Nestlé leverages wide distribution and brand building initiatives to remain the leading player

PROSPECTS AND OPPORTUNITIES

Modern retailers to flourish in a modernising retail landscape
Impulse packs and new brands to make gains in the forecast period
Nectars and reconstituted 100% juice to grow in popularity

CATEGORY DATA

Table 51 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 52 Off-trade Sales of Juice by Category: Value 2017-2022
Table 53 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 54 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 56 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 57 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 58 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 59 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 60 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 61 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 62 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

BOTTLED WATER IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Reopening of foodservice outlets and other recreational places boosts volume sales
Return to pre-pandemic lifestyles drives impulse purchases and on-the-go consumption
Strong distribution and marketing help Nestlé to maintain its leadership of bottled water

PROSPECTS AND OPPORTUNITIES

Bottled water expected to benefit from perception of safety
Hygiene and health awareness to shift demand towards bottled water
Bulk bottled water gaining a lot of traction among consumers

CATEGORY DATA

Table 63 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 64 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 65 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 66 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 68 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 69 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 70 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 71 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 72 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 73 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 74 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

SPORTS DRINKS IN PAKISTAN2022 DEVELOPMENTSENERGY DRINKS IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Energy drinks continues to see fast off-trade sales growth from a low base in 2022
Sting enjoys price advantage to lead the field
Young population drives the demand for energy drinks

PROSPECTS AND OPPORTUNITIES

Search for trendier alternatives to traditional drinks to swell the consumer base
Urbanisation to play a key role in driving awareness of energy drinks
Targeted marketed to generate awareness and boost offline and online sales among young consumers

CATEGORY DATA

Table 75 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 76 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 77 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 78 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 79 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 80 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 81 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 82 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 83 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 84 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 85 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 86 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

CONCENTRATES IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Low prices and ease of dilution appeal to lower-income consumers
Economy and value sizing positively impact sales
Clover Pakistan leverages strong distribution and marketing and small packs to lead concentrates in off-trade volume terms

PROSPECTS AND OPPORTUNITIES

High inflation to support demand for affordable powder and liquid concentrates
Ramadan and Ashura to continue to spike sales of liquid concentrates
Strong marketing to push all-year-round consumption

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 87 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 88 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 89 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 90 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 91 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2018-2022
Table 92 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 93 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 94 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 95 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 96 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 97 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 98 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 99 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 100 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 101 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 102 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

RTD TEA IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

Coca-Cola to launch Fuze Tea
RTD tea remains a niche but sees growing awareness and sales
Lipton leverages a reputation for quality, wide distribution and flavour variety to dominate the competitive landscape

PROSPECTS AND OPPORTUNITIES

Small pack sizes to offset the high price deterrent in RTD tea
Improving distribution networks to extend reach and grow sales
Creating awareness among the mass consumer base remains a necessary strategy

CATEGORY DATA

Table 103 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 104 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 105 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 106 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 107 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 108 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 109 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 112 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 114 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

RTD COFFEE IN PAKISTANKEY DATA FINDINGS

2022 DEVELOPMENTS

RTD coffee remains a niche for affluent young consumers
Limited availability slows the development of RTD coffee
Stronger distribution reach and brand recognition support dominance of Nescafé Ice Coffee Café Latte

PROSPECTS AND OPPORTUNITIES