Hot drinks in Pakistan witnessed robust growth over 2024, driven by economic recovery, ongoing urbanisation and evolving consumer tastes. Tea is the nation’s favourite drink since it is deeply embedded in Pakistani culture and daily life, with the country ranking as one of the largest tea importers in the world.
Rapid urbanisation is bringing about changes in consumer lifestyles and this is influencing hot drink consumption patterns in Pakistan. The demand for greater convenience and variety is driving growth of instant and ready-to-drink products.
The overall competitive landscape remained stable over 2024. Local player Tapal Tea (Pvt) Ltd retained its position as the leading manufacturer followed by Unilever Pakistan Ltd in second position.
Traditional retail stores and local grocers continue to be the primary distribution channels for hot drinks. However, in urban cities, consumers are shifting slowly towards supermarkets, hypermarkets, and large department stores like Imtiaz, Carrefour, and SPAR for their grocery shopping to take advantage of bulk discounts on staple foods like tea, bread, and dairy.
Hot drinks registered strong volume growth in the off trade over 2024, but this was a stark contrast to the weak performance in foodservice. Consumers still faced high inflation and soaring utility prices in this year forcing many to cut back on their spending through foodservice channels and focus more on essential goods.
Tea will remain a dominant part of consumer’s daily life in Pakistan due to its strong cultural origins. However, the growth of hot drinks will be heavily reliant on how well the economy recovers and grows in the forecast period.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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