national consumer panel in pakistan · tapal tea 57% continental biscuits 66% national foods...
TRANSCRIPT
Full National Coverage(Urban & Rural Pakistan)
Sample selection on the basis of Geography,SEC and HH size
Panel of 5,500Households
Data reported onmonthly basis
All FMCG categories*
Data collectedon monthly basis
Printed diary via data entry in 2 central offices
SPECIFICATIONS
*(i
ncl
ud
ing
bu
lk/l
oo
se p
rod
uct
s ex
cep
t fru
its
and
ve
ge
tab
les)
Kitchen Items /Groceries Transport and Communications Housing
Fuel and Utilities Appearance and Personal Grooming Recreation and Entertainment
Education Misscellaneous
NATIONALCONSUMER PANELIN PAKISTAN
KEY INSIGHTS
Income
Average Pakistani household income is PKR 28,000 per month.
Households in Urban Pakistan earn ~36% more, compared to Rural households
Spending
More than half of Households’ spending go to kitchen items. Households in Urban Pakistan can spare more for Education,Housing and Recreation.
~34.000PKR/Month
~28.000PKR/Month
~25.000PKR/Month
Total PK
Rural
Urban
00%
Rural
Urban
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
54 14 9 9 6 4 2 2
48 15 11 8 6 3 5 4
Pakistanis spend ~311 billion PKR on FMCG in an average month. 84% of total spending on loose products.
ShoppingFrequency
TransactionValue
32 Times
306PKR
FMCG Spending~311 billion PKR
~32million HHs
HH Population
“Source: Ipsos Consumer Panel in Pakistan, 2018”
For any queries/questions | [email protected] | +92 345-3870414
Majority of spending is going toward food products, dairy, meat and confectionary.
FoodProducts
38%Dairy
22%Meat
10%Confectionery
8%Beverages
6%Ghee & Oils
7%Personal Care
5%Fabric &
Home Care
2%
SPENDING SHARE OF CATEGORIES
Although highly penetrated companies are multinational. However, the majority of overperforming companies are local.
Almost 100% Unpacked
• Egg• Flour• Pulse• Sugar
• Chicken• Meat• Butter• Milk
• Yoghurt• Spice• Candies• Pickles
Significant Unpacked share
• Salt (89%)• Salty snacks (85%)• Toilet cleaner (84%)• Cooking Oil (67%)• Biscuits (62%)• Loose tea (53%)• Macaroni (38%)• Banaspati (32%)• Washing Powder(12%)
Penetration % Spending Share %
100% 85%
GREATOPPORTUNITYAHEAD FORBRANDEDPRODUCTS
100%
UNILEVER
99%
COLGATEPALMOLIVE
93%
PEPSICO
87%
P&G
82%
EBM
79%
COCA COLA
69%
NESTLE
69%
TAPAL TEA
57%
CONTINENTALBISCUITS
66%
NATIONALFOODS
Insights from Consumer Panel’s Toilet Cleaner category depict a slight downfall over the past year.
Toilet Cleaner
Q1 Q2 Q3 Q4
“Source: Ipsos Consumer Panel in Pakistan, 2018”