Off-trade volume sales of carbonates in Pakistan are expected to register a modest recovery in 2025, supported by easing inflation, improved purchasing power, and a gradual normalisation of purchasing behaviour, following the 2023-2024 boycott of multinational brands. Coca-Cola and Pepsi are regaining shelf space through aggressive marketing and promotional campaigns. Lemonade and lime flavours are driving growth, led by Sprite and 7-Up. Looking ahead, product innovation, digital engagement, and

Off-trade bottled water volume sales in Pakistan are expected to see moderate growth in 2025, driven by rising health awareness, unreliable municipal supplies, and urban, on-the-go lifestyles. Still purified water remains the dominant category, while opportunities are emerging for premium, flavoured, carbonated, and functional variants. Expansion into restaurant-branded offerings and B2B partnerships is increasing, opening up new opportunities for manufacturers. During the forecast period, techn

Improving economic conditions, including easing inflation and rising consumer confidence, are supporting growth in tea in Pakistan. As affordability improves, consumers are increasingly upgrading from loose, unbranded tea to packaged and branded options, particularly in urban areas, where factors such as hygiene, consistency, and health benefits are increasingly valued. Health-focused variants and expanding digital and modern retail channels are also creating new opportunities for growth.

Pakistan’s coffee industry is being shaped by the rise of local coffee houses, increasing premiumisation, and evolving consumer preferences in urban centres. Younger consumers are embracing artisanal cafés, home-brewing, and lifestyle-led coffee experiences, while health and wellness trends are encouraging cleaner and functional options. Despite these shifts, Nestlé’s Nescafé remains dominant due to its first-mover advantage, strong brand equity, and extensive distribution network. Small local g

Demand for hot drinks is increasing in Pakistan, supported by easing inflation, currency stability, and improving consumer confidence. Rising purchasing power is encouraging a shift from basic, price-led consumption towards branded, premium, and health-oriented options. Tea remains the dominant category, with packaged flavoured, green, and herbal variants expanding, particularly in urban areas. Coffee meanwhile, is benefiting from rising exposure to café culture and at-home premium experiences,

RTD coffee in Pakistan remains a niche category, constrained by low consumer awareness, relatively high prices, and limited distribution outside modern retail. Nestlé’s Nescafé dominates the competitive landscape, thanks to its strong brand heritage and distribution capacity in urban areas. Demand is driven by young, affluent, Western-influenced urban consumers seeking convenient, on-the-go caffeine options. Advancements in manufacturing, such as aseptic and cold-brew technologies, alongside pot

Demand for concentrates continues to expand in Pakistan, supported by price-conscious consumers seeking value-for-money. Powdered formats, led by Tang, are valued for their convenience, ease of storage, and widespread availability across traditional and modern retail channels. Rising health awareness is encouraging the development of functional, fortified, and clean-label options with ingredients like vitamin?C, zinc and ginger. Moving forward, urbanisation and e-commerce adoption will further e

Off-trade RTD volume sales of soft drinks in Pakistan are set to grow in 2025, supported by easing inflation, exchange rate stability, and rising urbanisation. A large, youthful population is driving on-the-go consumption and experimentation beyond carbonates into energy drinks, RTD tea, sports drinks, and flavoured water. Health and wellness trends are boosting demand for low-sugar and functional options, while expanding modern brick-and-mortar retail, e-commerce, and quick-commerce channels ar

Urbanisation is driving growth in other hot drinks in Pakistan, as an expanding number of middle-class households shift towards branded, convenient and hygienically-packaged offerings. Wider access through modern retail and e-commerce, combined with busier lifestyles, is boosting demand for easy-to-prepare beverages. At the same time, health-conscious parents increasingly favour fortified malt-based drinks like Milo and Horlicks for their children. Moving forward, opportunities exist for local p

Off-trade juice sales in Pakistan are expected to grow modestly in 2025, supported by improving economic conditions, easing inflation, and stabilising currency fluctuations, which have created a more positive operating environment for manufacturers. Not-from-concentrate 100% juices have rebounded, driven by health-conscious consumers seeking functional, fortified, and clean-label options. Innovative packaging, on-the-go formats, and wider distribution through modern retail, e-commerce, and foods

RTD tea remains underdeveloped in Pakistan, constrained by cultural preferences for hot, freshly brewed tea. Lipton dominates the competitive landscape, with modern physical retail and e-commerce channels improving accessibility. Rising health consciousness is driving interest in reduced-sugar, antioxidant-rich, and premium functional variants, although these have yet to achieve measurable sales. During the forecast period, sustainable packaging and niche offerings like kombucha or matcha will p

Off-trade volume sales of sports drinks in Pakistan are being supported by increasing health and fitness awareness amongst young, health-conscious urban consumers. Gatorade dominates the competitive landscape, leveraging its functional positioning and targeted digital and on-site marketing activities. Modern physical retail and e-commerce channels are increasingly important for distribution, creating opportunities for product innovation and expanded penetration in functional and lifestyle-orient

Off-trade energy drink sales in Pakistan are expected to grow moderately in 2025, driven by young urban consumers including students, professionals, gamers, and fitness enthusiasts. Consumption is linked to fast-paced lifestyles, late-night work or study, and social activities. Traditional brands like Sting dominate mass-market sales, while Red Bull targets premium, health-conscious consumers. E-commerce and D2C platforms are unlocking growth opportunities, and rising health awareness is prompti

The baked goods industry in Pakistan is being shaped by urbanisation, faster-paced lifestyles, and increasing demand for convenience. While unpackaged leavened bread remains a traditional staple, packaged options are gaining traction among middle- and upper-income consumers, driven by food safety concerns and consistent quality. Health-oriented products, including wholegrain breads, sugar-free cakes, and items with functional benefits, are gradually expanding beyond urban niches.

Retail sales of breakfast cereals in Pakistan are being driven by urbanisation, dual-income households, and time-constrained lifestyles. Consumers in major cities like Karachi, Lahore, and Islamabad increasingly prefer ready-to-eat cereals over traditional breakfasts such as parathas, omelettes, or halwa puri. Health-conscious individuals are fuelling demand for fortified, wholegrain, high-fibre, and reduced-sugar products, while children’s cereals, featuring engaging packaging and interactive e

Retail sales of rice, pasta, and noodles in Pakistan are being fuelled by accelerating urbanisation, the rising number of dual-income households, and busier lifestyles. Instant noodles and dried pasta are increasingly popular among time-pressed consumers seeking quick meal solutions, while rice remains a dietary staple across all income levels. Consumers are gradually shifting from unpackaged to branded, pre-packaged rice for standardised quality, hygiene, and convenient portioning, particularly

Retail sales of processed fruits and vegetables in Pakistan are being fuelled by increasing demand for convenience and time-saving meal solutions. Urban consumers, including dual-income households, young professionals, and small families, are turning to ready-to-use products such as frozen peas, mixed vegetables, chopped spinach, canned corn, and tomato paste, which simplify cooking and reduce preparation time. Shelf stable beans is the fastest-growing category, reflecting a shift from tradition

Pakistan’s staple foods industry is set to continue to expand in 2025, supported by rising urbanisation, faster-paced lifestyles, and a growing preference for convenient, time-saving meal options. Frozen parathas, instant noodles, and ready-to-cook processed meats are increasingly popular among working households, students, and young consumers. At the same time, concerns over hygiene and food safety are driving a shift from unpackaged to branded, packaged products, particularly in bread, rice,

Retail sales of processed meat, seafood, and alternatives in Pakistan are being driven by urbanisation, busier lifestyles, and growing demand for convenient, ready-to-cook meal solutions. Products such as nuggets, burger patties, sausages, and marinated fillets are increasingly popular among working households, students, and young families. Frozen processed seafood represents the most dynamic category, supported by Pakistan’s extensive coastline, diverse range of fish species, and growing adopti

Pakistan’s retail edible oils market is being impacted by rising health awareness, urbanisation, and economic stabilisation. Palm oil remains a staple due to its affordability, although price volatility is prompting consumers - especially low- to middle-income households - to shift to smaller packs, loose oils, or value brands. Sunflower oil is seeing the most rapid growth, reflecting demand for healthier, heart-friendly options amid public health concerns and iTFA regulations. Dalda Foods remai

Pakistan’s sweet spreads market is experiencing rapid growth, driven by urbanisation, busier lifestyles, and Westernised breakfast habits. Urban middle- and upper-income households increasingly favour convenient breakfast and lunchbox options such as bread with jam, chocolate spread, peanut butter, or honey. Nut- and seed-based spreads is seeing the fastest growth, driven by health-conscious consumers seeking benefits such as high protein and healthy fat content. Premiumisation and flavour innov

The cooking ingredients and meals market in Pakistan is benefiting from economic stabilisation, urbanisation, and changing lifestyles. Consumers are increasingly seeking convenience, with urban households favouring ready-to-cook and ready-to-eat products, which is boosting demand for sauces, dry soups and sweet spreads. Price sensitivity remains crucial, particularly among rural and lower-income consumers, prompting smaller pack sizes, sachets, and value bundles. Health and wellness are shaping

Pakistan’s meals and soups market remains underdeveloped, with sales emerging from a low base. Cultural preferences for fresh, home-cooked meals, combined with price sensitivity, are limiting demand for ready-to-eat products. Dry soups dominates the market, while frozen and shelf stable ready meals, meal kits, and Western-style products like frozen pizza remain niche, largely consumed by urban, upper-middle, and affluent households. Health-conscious innovations, such as low-oil, preservative-fre

Pakistan’s sauces, dips, and condiments market being driven by urbanisation, evolving tastes, and exposure to international cuisine. While staples like ketchup, chili sauce, and imli chatni continue to dominate, younger and dual-income households are increasingly experimenting with global flavours, including soy, barbecue, salad dressings, and fusion sauces. Health-conscious innovations, such as low-oil, low-sugar, preservative-free, and natural-ingredient options, are gradually gaining traction