Snacks in 2025: The big picture
The snacks industry in Pakistan is poised for healthy growth in both volume and current value terms in 2025, supported by continued urbanisation and rising disposable incomes, which are driving demand for convenient, on-the-go snack options. With a growing middle class, consumers are becoming more willing to spend money on indulgent and premium products, particularly in categories such as chocolate confectionery, ice cream, and savoury snacks. Additionally, Pakistan’s young and growing population continues to fuel demand for globally inspired flavours and innovative formats.
Key trends in 2025
With growing levels of awareness around health and wellness, consumers are increasingly drawn to sugar-free, high-protein, and naturally formulated snacks. In response, brands are introducing clean-label, fortified, and plant-based options - particularly in biscuits, snack bars, and confectionery. Regulatory changes focusing on sugar reduction and ingredient transparency are also prompting reformulation across categories. Brands such as Nutrilov, Whey To Go, and Wild Snacks have gained traction with plant-based, gluten-free protein bars tailored to health-conscious buyers.
Competitive landscape
Pakistan's snacks industry is relatively consolidated, with a small group of local and multinational companies accounting for the majority of retail value sales. While multinational firms benefit from global brand recognition, sophisticated production capabilities, and aggressive marketing, local players leverage deep cultural insight and a better understanding of Pakistan’s price-sensitive market.
Channel developments
Small local grocers remains the dominant distribution channel for snacks in Pakistan, particularly for impulse items like gum. Their popularity is largely due to their close proximity to residential areas, making them a preferred choice for quick and frequent purchases. However, modern grocery outlets, including supermarkets and hypermarkets, are steadily gaining ground, especially in urban and semi-urban centres. These stores are typically visited once a month for bulk grocery shopping or when consumers are seeking imported or premium brands.
What next for snacks?
The snacks market in Pakistan is expected to register positive growth in both volume and value terms (at constant 2025 prices) over the forecast period, underpinned by anticipated ongoing improvements in the domestic economy. While affordability will remain a key consideration, other factors will increasingly influence purchasing decisions, particularly among higher-income consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Pakistan?
- Which are the leading brands in Snacks in Pakistan?
- How are products distributed in Snacks in Pakistan?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Pakistan?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Pakistan
Snacks in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Pakistan
KEY DATA FINDINGS
Economic growth boosts sales
Mondelez remains dominant player
Small local grocers lead sales, but modern retailers gain ground
Marketing will become increasingly sophisticated, tapping into consumers’ emotions
Health and wellness concerns will play increasingly important role
E-commerce will increase product availability
Gum in Pakistan
KEY DATA FINDINGS
Population growth boosts sales
Hilal Confectionery is clear market leader
Small local grocers remains dominant channel
Potential for new flavour variants
Product Innovation will continue apace
Expected shift towards healthier options
Sugar Confectionery in Pakistan
KEY DATA FINDINGS
Robust growth, despite high level of saturation
Ismail Industries continues as uncontested market leader
Sugar confectionery benefits from widespread availability, thanks to high penetration of small local grocers
Large youthful population will boost sales
Market shows growing export potential
Increasing health and wellness focus
Ice Cream in Pakistan
KEY DATA FINDINGS
Greater economic stability leads to higher sales
Unilever leads sales, with lack of competition from local players
Small local grocers continue to dominate sales
Shift towards premium indulgence will drive value growth
Busy lifestyles to drive demand for conveniently packaged ice cream
Untapped potential for healthier alternatives
Savoury Snacks in Pakistan
KEY DATA FINDINGS
Savoury snacks leads growth in overall snacks market
PepsiCo retains dominant position
Local grocers dominate snack distribution, but modern retail and e-commerce channels are rapidly gaining ground
Savoury snacks market set for steady growth, driven by economic recovery and modern retail expansion
Players will invest in new formats and flavours
Growing demand for healthier alternatives
Sweet Biscuits, Snack Bars and Fruit Snacks in Pakistan
KEY DATA FINDINGS
Continued growth amid rising marketing investment
English Biscuit Manufacturers leads sales
Modern retail formats gain traction
Snack bars offer high potential, as consumers shift to healthier snacking habits
Rise of e-commerce will accelerate sales
Rising demand for health-driven snacking
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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