Hot drinks in 2024: The big picture
Hot drinks in Pakistan witnessed robust growth over 2024, driven by economic recovery, ongoing urbanisation and evolving consumer tastes. Tea is the nation’s favourite drink since it is deeply embedded in Pakistani culture and daily life, with the country ranking as one of the largest tea importers in the world.
2024 key trends
Rapid urbanisation is bringing about changes in consumer lifestyles and this is influencing hot drink consumption patterns in Pakistan. The demand for greater convenience and variety is driving growth of instant and ready-to-drink products.
Competitive landscape
The overall competitive landscape remained stable over 2024. Local player Tapal Tea (Pvt) Ltd retained its position as the leading manufacturer followed by Unilever Pakistan Ltd in second position.
Retailing developments
Traditional retail stores and local grocers continue to be the primary distribution channels for hot drinks. However, in urban cities, consumers are shifting slowly towards supermarkets, hypermarkets, and large department stores like Imtiaz, Carrefour, and SPAR for their grocery shopping to take advantage of bulk discounts on staple foods like tea, bread, and dairy.
Foodservice vs retail split
Hot drinks registered strong volume growth in the off trade over 2024, but this was a stark contrast to the weak performance in foodservice. Consumers still faced high inflation and soaring utility prices in this year forcing many to cut back on their spending through foodservice channels and focus more on essential goods.
What next for hot drinks?
Tea will remain a dominant part of consumer’s daily life in Pakistan due to its strong cultural origins. However, the growth of hot drinks will be heavily reliant on how well the economy recovers and grows in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Pakistan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks industry in Pakistan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hot Drinks in Pakistan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hot Drinks in Pakistan?
- To what extent are health considerations impacting consumption of Hot Drinks in Pakistan?
- What are the traditional preferences in Hot Drinks in Pakistan? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Pakistan?
- Which are the leading brands in Hot Drinks in Pakistan?
- How are products distributed in Hot Drinks in Pakistan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Pakistan
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Pakistan
KEY DATA FINDINGS
Western influences drive coffee consumption
Instant coffee aligns with shifting consumer lifestyles
Coffee culture expands with new brands in foodservice
Consumers are keen to create at-home coffee experiences
Subscription services will help to expand retail coffee sales
Private label helps to bring coffee into the mainstream
Tea in Pakistan
KEY DATA FINDINGS
Premium tea offers strong growth potential
Cold-brewed teas make an entrance
Tapal Tea remains the category leader
Sustainability and ethical sourcing are high on the strategic agenda
E-commerce channel to gain traction in tea
Rising demand for medicinal and herbal tea
Other Hot Drinks in Pakistan
KEY DATA FINDINGS
High consumption of chocolate-based flavoured powder drinks
Nestlé’s Milo brand holds a strong position
Supply chain disruptions still pose challenges
Lack of local players in other hot drinks
Opportunity for some brands amid rising health consciousness
Economic growth and rising incomes to support category growth
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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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 report originates from Passport, our Hot Drinks research and analysis database.
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