Home Care in Pakistan
Home care in 2023: The big picture
Table 1 Households 2018-2023
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Distribution of Home Care by Format: % Value 2018-2023
Table 7 Distribution of Home Care by Format and Category: % Value 2023
Table 8 Forecast Sales of Home Care by Category: Value 2023-2028
Table 9 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
Summary 1 Research Sources
Air Care in Pakistan
Air care benefits from the trend for new modern homes
Reckitt Benckiser focuses on innovation to add dynamism to Air Wick
King Chemical Corp leverages quality at affordable prices to lead the field
Manufacturers are expected to maintain accessible price points to stimulate demand
Electric air fresheners to gain traction among modern consumers and workplaces
Increased car ownership to propel car air fresheners
Table 10 Sales of Air Care by Category: Value 2018-2023
Table 11 Sales of Air Care by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Air Care: % Value 2019-2023
Table 13 LBN Brand Shares of Air Care: % Value 2020-2023
Table 14 Forecast Sales of Air Care by Category: Value 2023-2028
Table 15 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
Bleach in Pakistan
Positive trajectory for bleach retail volume and value sales in 2023
Reckitt Benckiser enjoys brand loyalty to maintain leadership
Demographic trends remain a key factor in the positive demand trend
Laundry care substitutes to put pressure on bleach
Local players to increasingly see bleach as a viable and potentially lucrative home care space
Manufacturers to invest in new product development to resist substitution by surface care products
Table 16 Sales of Bleach: Value 2018-2023
Table 17 Sales of Bleach: % Value Growth 2018-2023
Table 18 NBO Company Shares of Bleach: % Value 2019-2023
Table 19 LBN Brand Shares of Bleach: % Value 2020-2023
Table 20 Forecast Sales of Bleach: Value 2023-2028
Table 21 Forecast Sales of Bleach: % Value Growth 2023-2028
Dishwashing in Pakistan
Hand dishwashing continues to flourish in Pakistan
Automatic dishwashing remains negligible in Pakistan
Demographic and social trends raise awareness of and interest in automatic dishwashing
Increasing adoption of automatic dishwashers and related products anticipated in new homes
Incentives and promotions with a focus on smaller packaging for lower-income consumers
Colgate-Palmolive is expected to maintain its dominance
Table 22 Household Possession of Dishwashers 2017-2022
Table 23 Sales of Dishwashing by Category: Value 2018-2023
Table 24 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 25 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 26 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 27 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 28 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
Home Insecticides in Pakistan
Rising middle-class consumer base fuels ongoing increase in the demand for home insecticides
Spray/aerosol and electric insecticides thrive amid a more modern, specialised approach to home insecticides
Home insecticides sees growing online presence
Environmental and health focus to push a steady rise in the demand of safer and eco-friendly insecticides
Physical retailers to maintain dominance but there is space for e-commerce to gain traction in home insecticides
Counterfeit brands may hinder trust and growth potential
Table 29 Sales of Home Insecticides by Category: Value 2018-2023
Table 30 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 32 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 33 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 34 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Laundry Care in Pakistan
Laundry detergents sees continuous growth while consumers remain brand loyal
Colgate-Palmolive leverages strong portfolio and strategic consumer targeting to consolidate leading position
Fabric softeners develops but still requires company support
Manufacturers are expected to focus on price reductions and discounts
Introduction of smaller pack sizes to remain a focus for key players
Strong potential for fabric softeners
Table 35 Household Possession of Washing Machines 2018-2023
Table 36 Sales of Laundry Care by Category: Value 2018-2023
Table 37 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 38 Sales of Laundry Aids by Category: Value 2018-2023
Table 39 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 40 Sales of Laundry Detergents by Category: Value 2018-2023
Table 41 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 42 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 43 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 44 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 45 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 46 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 47 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 48 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 49 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
Polishes in Pakistan
Demand continues to be driven by the growing middle-class consumer base
Guerlain Cherry Blossom and Kiwi compete fiercely in shoe polish
The digital landscape draws consumers
Opportunities for local players as international rivals focus on innovation
Urbanisation and home ownership set to boost the performance of floor and metal polishes
Table 50 Sales of Polishes by Category: Value 2018-2023
Table 51 Sales of Polishes by Category: % Value Growth 2018-2023
Table 52 NBO Company Shares of Polishes: % Value 2019-2023
Table 53 LBN Brand Shares of Polishes: % Value 2020-2023
Table 54 Forecast Sales of Polishes by Category: Value 2023-2028
Table 55 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
Surface Care in Pakistan
Demand rises as consumers continue to focus on cleanliness and hygiene in 2023
Dettol rides consumer loyalty and widespread accessibility to gain retail value share in 2023
Specialised options like bathroom cleaners and floor cleaners continue to win over consumers
More general types to lead but specialised options are set to increase their penetration
Players to invest in marketing and distribution to drive consumers towards brands
Awareness of surface care is set to rise in rural households
Table 56 Sales of Surface Care by Category: Value 2018-2023
Table 57 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 58 NBO Company Shares of Surface Care: % Value 2019-2023
Table 59 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 60 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 61 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
Toilet Care in Pakistan
Emphasis on preventative hygiene continues to push the demand for toilet care products in 2023
Toilet liquids/foam gains popularity among a wider population
Harpic leverages wide offer and modern marketing tools to maintain dominance
Demographic and social developments to fuel the demand for toilet care products
Improving living standards to boost growth potential
Growing popularity of toilet cleaners with disinfectant properties among more affluent consumers
Table 62 Sales of Toilet Care by Category: Value 2018-2023
Table 63 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 64 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 65 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 66 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 67 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028