The tobacco industry in Pakistan continued to be a significant contributor to the national economy in 2024, though it faces a complex landscape shaped by evolving regulations, changing consumer behaviour, and international pressures. The sector is a major employer, generates substantial revenue from taxes, and is crucial for agricultural livelihoods, especially for tobacco farmers in various regions. However, growing concerns over public health, environmental sustainability, and global anti-smok

In 2024, cigarette consumption in Pakistan continued its downward trajectory, driven by the growing availability of cheap imported products and alternative tobacco options. Although the rate of decline was lower than in 2023, the persistent decrease remained a significant concern for cigarette manufacturers. The government implemented higher taxes on tobacco products, which substantially raised the retail price of cigarettes. This measure was intended both to discourage smoking and to generate a

In Pakistan, the cigar market caters to a niche segment primarily composed of affluent consumers residing in urban centres such as Karachi, Lahore, and Islamabad. These individuals often view cigars as symbols of status and luxury, aligning with their lifestyle and social aspirations. The availability of cigars is predominantly concentrated in high-end retail outlets and specialty tobacconists within these metropolitan areas, reflecting the targeted demographic's preferences. This urban-centric

Philip Morris International (PMI) and British American Tobacco (BAT) have strategically expanded their portfolios in Pakistan to include smokeless tobacco, e-vapour products, and heated tobacco, responding to evolving consumer preferences and global shifts toward alternative nicotine delivery systems. BAT has focused on the smokeless tobacco category through its tobacco free oral nicotine pouch, Velo. The product has experienced healthy volume growth, particularly among young adults attracted to

The strong performance of beauty and personal care in Pakistan in 2024 in value terms reflected inflationary pressures, premiumisation in select categories, and a recovery in discretionary spending. While volume growth remained moderate in the year, consumers increasingly prioritised value-for-money, leading to greater demand for large packaging sizes, multi-benefit products, and herbal/halal-positioned items.

In 2024, a notable trend in Pakistan’s men's grooming category was the continued rise of beard grooming products and expanded male personal care routines. Beard oils, beard balms, grooming kits, and dedicated beard washes gained strong traction among urban and semi-urban consumers, reflecting evolving perceptions of male grooming as an essential part of self-care rather than a luxury. The increased visibility of local and international influencers, actors, and athletes promoting well-groomed bea

Hair care in Pakistan remained a resilient and growing category in 2024, benefiting from its essential role in daily grooming routines across both urban and rural markets. Basic shampoo and hair oil products dominated volume sales, but consumer preferences continued to evolve toward products offering additional benefits, including anti-hair loss, dandruff control, smoothness, and shine.

Dynamic growth of bath and shower in Pakistan in 2024 was driven by rising hygiene awareness, the premiumisation of bar soaps, and expansion of body wash’s usage, especially beyond major urban centres. Consumers increasingly opted for products with natural, antibacterial and herbal claims, as concerns over skin sensitivity and water quality grew. Bar soaps offering germ protection and skin care benefits saw a strong uptake in the year, while body wash gained penetration due to its perceived luxu

Widespread consumer awareness about basic oral hygiene practices, supported by health education campaigns, sustained demand for oral care products in 2024. Toothpaste remained by far the largest category, with affordable family-size toothpaste packs leading sales, while whitening, anti-cavity, and herbal variants performed strongly. Price sensitivity remained a key factor in the year, making mainstream brands that offer functional benefits at affordable prices the most popular choices.

Growth of colour cosmetics in 2024 was supported by persistent inflation and rising prices, as well as increasing demand for multifunctional and halal-certified products. Consumers increasingly sought value-for-money colour cosmetics, including BB creams with SPF, and products tailored to local needs, such as foundations for Pakistani skin tones.

Value sales of deodorants in Pakistan continued their strong upward trajectory in 2024 due to inflationary pricing alongside consistent demand for personal hygiene products. Consumers chose longer-lasting body sprays or natural formulations as part of a broader shift toward perceived value for money.

Skin care in Pakistan recorded healthy growth in 2024, driven by rising consumer awareness, increased urbanisation, and greater access to beauty education through digital platforms. Daily-use products, such as moisturisers, fairness creams, and basic facial cleansers, remained the mainstay of the category. However, demand for products offering additional benefits, including sun protection, hydration, and brightening, gained momentum, particularly among urban millennials and Gen Z consumers.

In 2024, depilatories in Pakistan recorded robust growth. While economic pressures made consumers more cautious with their spending, hair removal remained an essential routine, especially for women preparing for weddings, Eid, and formal events. Social media tutorials promoting at-home waxing and shaving routines further supported category demand.

Despite economic headwinds, Pakistan’s fragrances market showed resilience and recovery in 2024. A major trend was the rise of indigenous fragrance brands, as local fashion and cosmetics companies expanded into perfumery to fill the gap left by costly imports?. High import duties (now 25% GST on perfumes) and a weak currency drove this localisation, with companies such as Junaid Jamshed even establishing a domestic perfume factory?. Consumers enthusiastically embraced these local offerings.

Baby and child-specific products recorded moderate growth in 2024, primarily supported by essential demand, despite Pakistan’s slowing birth rate. Parents remained cautious spenders due to inflation, but prioritised safety, gentleness, and trust in brand quality. Key drivers included baby shampoos, oils, and bath products with herbal or “no tears” formulations. Growth in baby wipes and body washes reflected evolving hygiene habits and convenience preferences, particularly in urban centres.

In 2024, there was growing mainstream adoption of sun protection products as part of daily skin care routines. Increased public awareness of the harmful effects of UV exposure, such as premature ageing, hyperpigmentation, and skin damage, encouraged more consumers, particularly urban women and younger demographics, to incorporate SPF into their everyday regimens. Lightweight, non-greasy products gained popularity, as did products offering additional skin benefits, such as moisturisation, brighte

Premium beauty and personal care recorded further growth in 2024, despite macroeconomic challenges, including high inflation and currency devaluation, as affluent consumers continued to seek efficacy, status, and luxury, especially in categories such as fragrances and skin care.

Value sales of mass beauty and personal care rose in 2024 primarily due to inflation and consumers trading down from premium brands amid economic uncertainty. The mass segment benefited from value-conscious purchasing, particularly in categories like bar soaps, skin care creams, and hair oils. Many consumers sought multi-benefit products, including fairness + SPF, or herbal shampoo + conditioner, to reduce spending. Meanwhile, private label and smaller local brands gained ground by offering affo

Pakistan’s population is expected to go down because of changes in net migration and natural change. By 2040, there will be 325 million people. Demographic changes, economic conditions and social trends are all contributing to negative net migration. By 2040, young adults (aged 18-29) will make up the majority of the population. Generational cohorts will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Nappies/diapers/pants in Pakistan continued to post fast retail volume and current value growth in 2024. Despite a gradual decline in the birth rate, the 0-3-year-old population remained high and growing in Pakistan at the end of the review period. This helped new born nappies/diapers to post the highest and fastest-growing retail volume and value sales in 2024. Meanwhile, a rising demand for premium products reflected a growing trend among parents, especially in urban areas, to prioritise their

Retail volume sales of menstrual care in Pakistan increased in 2024, driven by growing awareness of menstrual hygiene and wider product availability, particularly in urban areas. Meanwhile, retail current value sales rose fast, albeit supported by still high inflation. Towels remained the largest category within menstrual care, with demand rising due to their essential nature and strong brand penetration. Always (Procter & Gamble Pakistan) and Butterfly (Santex Products) remained the leading bra

Overall, tissue and hygiene in Pakistan posted double-digit retail and AFH current value growth in 2024. Amidst a strong growth in the demand for packaged tissue and hygiene in a developing industry, still high inflation stimulated dynamic value sales rises. Nonetheless, tissue and hygiene faced several challenges, due to rising costs of raw materials like pulp and paper, as well as the depreciation of the local currency. These factors increased production and import costs, making products more

Away-from-home tissue continued to post fast AFH volume and current value growth in 2024. Towards the end of the review period, the performance of AFH tissue was boosted by a rise in tourism flows and the reopening of offices, hotels and educational institutions in the post-Coronavirus (COVID-19) period. Hotels in the northern regions of the country and urban offices have been key drivers of the demand for AFH tissue, as hygiene standards have become a priority in these spaces.

Retail tissue in Pakistan recorded double-digit retail volume and current value growth in 2024. Toilet paper posted the highest retail volume sales, while boxed facial tissues registered the highest retail value sales and fastest retail volume and value growth. Retail tissue, such as toilet paper, facial tissues, napkins and paper towels, gained awareness and popularity as more consumers moved to cities and other urban areas and incomes rose. Consumers have increasingly chosen products that make