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

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.