Value sales of herbal and traditional products in Pakistan rose in 2025 as consumers increasingly turned to familiar herbal remedies for common issues like coughs, colds, flu, and digestive discomfort. These products are widely perceived as gentler on the body and more affordable than synthetic alternatives. Despite inflation, trading down to locally made syrups, tonics and joshanda-style sachets supported volume sales in the year, as did widespread availability in pharmacies and kiryana shops.

Value sales of analgesics in Pakistan rose in 2025 as households relied heavily on over-the-counter pain relief for common ailments like flu, fever and headaches. Inflation and currency depreciation pushed prices higher in the year, but low-cost generics and smaller packs ensured steady demand across income groups. Systemic painkillers, including paracetamol and ibuprofen, led growth, supported by their broad usage and everyday accessibility.

Value sales of cough, cold and allergy (hay fever) remedies increased in 2025, supported by recurring seasonal flu waves and worsening urban air quality that drove a higher incidence of respiratory issues. Consumers relied on OTC remedies for quick relief, with affordability shaping purchasing behaviour as many opted for generic syrups and tablets to manage household costs.

Consumer health sales in Pakistan increased further in 2025, supported by self-medication trends and steady demand for everyday categories, including analgesics, cough and cold remedies, and digestive remedies. Persistent inflation and currency pressures elevated prices, prompting many consumers to shift to generics and small packs. Multinational brands held value in the year through strong equity and distribution, while local firms gained share with affordable alternatives. Health and beauty sp

Sales of sports nutrition remained close to negligible in Pakistan in 2025, but started to emerge as gym memberships, fitness clubs, and influencer-led training programmes became more popular among health-conscious affluent consumers in major cities. Growth was largely price-driven due to inflation and import reliance. Most consumers, however, remained unaware of these products, particularly in rural areas, and most would be unwilling to pay the high price charged for these products, if they wer

In 2025, consumers in Pakistan kept basic first aid items on hand as everyday cuts and scrapes are common, especially with high urban mobility and outdoor work. Inflation nudged prices up in the year, but low unit costs and small packs ensured accessibility. In addition, broader availability in pharmacies and kiryana stores sustained turnover in the year, with multipacks gaining traction for families.

The performance of digestive remedies in Pakistan in 2025 was shaped by frequent acidity/indigestion and seasonal gastric upsets, keeping baseline demand resilient. While inflation and foreign exchange pressures increased prices in the year, prompting consumers to trade down to generics and smaller packs, wide pharmacy and general-store reach sustained access, although occasional API/supply gaps pinched premium SKUs.

Value sales of dermatologicals recorded double-digit value growth in Pakistan in 2025 as heat, humidity and urban pollution caused skin complaints such as fungal infections, dermatitis and acne. Inflation lifted unit prices, but shoppers managed spending by choosing generics, smaller pack sizes and pharmacies’ private label products. Widespread self-medication and pharmacist guidance also sustained everyday purchases in the year.

Value sales of weight management and wellbeing registered further double-digit value growth in Pakistan in 2025 as urban consumers looked for quick fixes for weight control, influenced by social media and the gym culture. Inflation capped volume, so growth was more price-led, with many consumers trading down to cheaper local options. Pharmacies and online channels kept access easy, but efficacy scepticism limited the uptake of premium products.

Value sales of paediatric consumer health in Pakistan registered another year of double-digit growth in 2025 as parents relied on OTC options for fevers, coughs and minor stomach upsets, preferring quick relief without visiting a doctor. Inflation elevated prices, but smaller packs and generics preserved access. In addition, pharmacist guidance and “gentle” and sugar-free products helped maintain trust and repeat purchases.

Value sales of vitamins in Pakistan rose in 2025 as preventive health habits continued, with households keeping vitamin C and D, and multivitamins in their routines. Doctor and pharmacist recommendations, as well as wider e-pharmacy access also helped sustain momentum in the year. Healthcare professionals play a crucial role in guiding consumers' choices and also shaping their perceptions regarding vitamins.

Value sales of dietary supplements increased in Pakistan in 2025 as more consumers leaned on preventive measures for energy, sleep, and gut comfort. The rising awareness of the benefits of proper nutrition and targeted supplementation drove demand, as consumers looked to maintain their wellbeing through dietary enhancements. Inflation pushed prices up, but trade-downs to local generics, trial packs, and bundle deals kept baskets moving.

Despite better state finances, economic freedom is deteriorating and peacefulness has been impacted by worsening relations with India. Inflation has fallen markedly, helping support economic development, but the external sector faces challenges. A growing population will help the consumer market, but gender disparity is significant and Pakistan will remain largely rural. Mobile adoption has been strong, but low internet use is adversely impacting e-commerce and obstacles deter digital progress.

In 2024, couples with children were the most common household type in Pakistan, reflecting traditional family values, despite a dropping birth rate, driven by urbanisation and improved access to education and healthcare. Over 2024-2029, the number of households is forecast to grow by 9.2%, with a slight decrease in average household size and a significant rise in single-parent families. Moreover, the urbanisation rate is predicted to increase to 41.7%, exacerbating infrastructure and housing cha

In 2024, Pakistan ranked 20th out of 22 Asia Pacific countries in average gross income, with a productivity level significantly below the regional average. Per capita disposable income increased by 4.6% in real terms, driven by a lower unemployment rate and a 2.6% rise in the minimum wage. The government’s Uraan Pakistan plan aims to boost GDP growth and reduce income inequality, although challenges such as gender disparities and the concentration of wealth persist.

Baby food is expected to register both healthy current value and volume growth in Pakistan in 2025. The segment is supported by a high birth rate, with milk formula and in particular, growing-up milk formula accounting for most value sales. With increasing number of mothers working outside the home, this is a key factor in driving growth in baby food, as parents look for convenience.

Cheese is expected to register positive current value and volume growth in 2025 in Pakistan. Spreadable cheese continues to account for most value and volume sales in 2025, but processed cheese is expected to register higher volume growth. The demand for processed cheese in Pakistan is experiencing strong growth, driven by the increasing consumption of fast food and the rising popularity of Western-style meals at home. As urban lifestyles become more fast-paced, consumers are seeking quick and c

Other dairy is expected to register healthy current value and volume growth in Pakistan in 2025. Coffee whiteners or what are generally tea whiteners in Pakistan, continue to account for most value sales and are available in both liquid and powder forms. Tea whiteners are popular, due to their affordability, long shelf life, and convenience. However, in 2025, condensed milk gains the most value share, though from a very low base. Its use in recipes like kheer (a rice pudding made with milk), hal

Yoghurt and sour products is expected to register healthy current value and volume growth in Pakistan in 2025. Plain yoghurt continues to account for the majority of value and volume sales, though flavoured yoghurt is expected to register the highest growth in 2025. Flavours such as mango, strawberry and mixed berries are increasingly popular, especially among teenagers. There is also increasing offerings of dessert-type yoghurts, with flavours such as chocolate, vanilla custard, and caramel.

Consumers, especially in urban areas, are increasingly moving away from loose milk toward packaged options like UHT and pasteurised milk. Consumers are prioritising hygiene, consistency, and trust in their food purchases. Brands like Olper’s, NurPur, Prema, and Dayfresh have capitalised on this shift by offering UHT and pasteurised milk options that offer longer shelf life, standardised quality, and certified safety. These products are also more convenient to store and transport, which fits well

Butter and spreads is expected to register modest current value and volume growth in 2025 in Pakistan. Cooking fats continues to account for most value and volume sales, with sales being minimal for margarine and spreads and butter. That being said, butter is expected to register the highest value growth in 2025 and margarine is expected to register the highest volume growth. Overall, packaging and pricing innovation have become a vital strategy. To make offerings more affordable, companies have

The outlook is expected to be positive for dairy products and alternatives in Pakistan in 2025, with both healthy current value and volume growth in 2025. The economy is improving, with inflation easing, which is seeing consumer purchasing power becoming more stable. As such, there is expected to be increasing demand across the board, supported by continuing population growth.

Chocolate confectionery remains a relatively small category within Pakistan’s overall snacks market. However, the category is poised for strong performance in 2025, with healthy growth anticipated in both volume and current value terms. This positive outlook is being driven by a combination of factors, including ongoing population expansion and signs of economic stabilisation, which is expected to improve consumer confidence.

Despite a high level of saturation, sugar confectionery in Pakistan is expected to maintain robust growth in retail volume terms in 2025, extending the positive trend observed over the past few years. Products such as boiled sweets, toffees, lollipops and gummies are widely available across kiryana stores (small local grocers), supermarkets, and online platforms, ensuring high accessibility. However, with most retailers offering similar products, growth increasingly depends on promotional activi