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FMCG SNAPSHOT

A holistic update on Pakistan’s FMCG market

MAT JUNE 2014 VS MAT JUNE 2013

FMCG SNAPSHOT A holistic update on Pakistan’s FMCG market MAT JUNE 2014 VS MAT JUNE 2013
FMCG SNAPSHOT A holistic update on Pakistan’s FMCG market MAT JUNE 2014 VS MAT JUNE 2013

The analysis in based on following categories only

Make To Drink

Savoury

Butter

 

Dairy

Shampoo

Desserts

Dish Wash

NSD Bars

 

Edible Oil & Fats

Skin Care

Tea

Personal Wash

 

Total Laundry

Toothpaste

Bars   Edible Oil & Fats Skin Care T e a Personal Wash   Total Laundry
Bars   Edible Oil & Fats Skin Care T e a Personal Wash   Total Laundry
Urban FMCG witnessed slight growth at NUR. However, Rural market outpaced Urban in terms of
Urban
FMCG witnessed
slight growth at
NUR. However,
Rural market
outpaced Urban in
terms of volume &
value growth.
+
0.1%
5,624,524
+5.1%
541,520
Volume
Value
Rural
Inflationary
pressure driven
the value across
food & non-
food categories
+
0.2%
11,302,353
+ 6.7%
893,367
Volume
Value

FMCG Volume & Value Growth

National 16,926,877 T +0.2 % vs LY
National
16,926,877 T
+0.2 %
vs LY

Volume

1,434,886 M +6.1 % Vs LY Value
1,434,886 M
+6.1 %
Vs LY
Value

Volume in Tonnes Value in Millions

MAT JUNE 2014 vs SPLY

T +0.2 % vs LY Volume 1,434,886 M +6.1 % Vs LY Value Volume in Tonnes
T +0.2 % vs LY Volume 1,434,886 M +6.1 % Vs LY Value Volume in Tonnes

Slight growth has been observed in food & non-food categories except personal care segment. However, Value growth witnessed across the categories due to inflationary impact

National

Total FMCG

Personal Care

Home Care

Food

Volume Change

-3.9%

0.2% 0.1%
0.2% 0.1%
0.2% 0.1%
0.2% 0.1%

0.2%

0.2% 0.1%
0.2% 0.1%

0.1%

1.6%

Value Change 6.1% 5.1% 6.4% 6.1%
Value Change
6.1%
5.1%
6.4%
6.1%
Urban Total FMCG 0.1% 5.1% Personal Care -4.7% 1.3% Home Care -3.2% 4.9% 0.2% 5.3%
Urban
Total FMCG
0.1%
5.1%
Personal Care
-4.7%
1.3%
Home Care
-3.2%
4.9%
0.2%
5.3%
Food
Rural
Total FMCG
0.2%
6.7%
Personal Care
-3.3%
8.4%
Home Care
3.6%
7.2%
0.1%
6.6%
Food

MAT JUNE 2014 vs MAT JUNE 2013

Total FMCG 0.2% 6.7% Personal Care -3.3% 8.4% Home Care 3.6% 7.2% 0.1% 6.6% Food MAT
Total FMCG 0.2% 6.7% Personal Care -3.3% 8.4% Home Care 3.6% 7.2% 0.1% 6.6% Food MAT

Unilever is the market leader in overall FMCG followed by Engro Foods & Dalda Foods Pvt Ltd.

Mushroom & other small brands accounts for 73% of the branded overall FMCG
Mushroom & other small
brands accounts for 73% of
the branded overall FMCG

National

Value

Share

Branded + Loose 1,434,886 M Branded
Branded + Loose
1,434,886 M
Branded

1.5%

Value Share Branded + Loose 1,434,886 M Branded 1.5% 607,046 M 10.9% 4.6% 4 . 3

607,046 M

10.9%

4.6%

+ Loose 1,434,886 M Branded 1.5% 607,046 M 10.9% 4.6% 4 . 3 % 4 .

4.3%

1,434,886 M Branded 1.5% 607,046 M 10.9% 4.6% 4 . 3 % 4 . 0 %

4.0%

M Branded 1.5% 607,046 M 10.9% 4.6% 4 . 3 % 4 . 0 % 3

3.8%

1.5% 607,046 M 10.9% 4.6% 4 . 3 % 4 . 0 % 3 . 8

3.6%

607,046 M 10.9% 4.6% 4 . 3 % 4 . 0 % 3 . 8 %

1.8%

10.9% 4.6% 4 . 3 % 4 . 0 % 3 . 8 % 3.6% 1

1.7%

4.6% 4 . 3 % 4 . 0 % 3 . 8 % 3.6% 1 .

1.6%

4 . 3 % 4 . 0 % 3 . 8 % 3.6% 1 . 8

Unilever

Engro

Dalda

Nestle

Tapal

Unilever

Engro

Dalda

Nestle

Tapal

Foods

Foods

Tea

Foods

Foods

Tea

MAT JUNE 2014

Tapal Unilever Engro Dalda Nestle Tapal Foods Foods Tea Foods Foods Tea MAT JUNE 2014
Tapal Unilever Engro Dalda Nestle Tapal Foods Foods Tea Foods Foods Tea MAT JUNE 2014

Unilever enjoys the lion share in the personal care division whereas Colgate Palmolive has maximum share in the home care segment. In Food category, Engro food followed by Dalda foods are the leading players in terms of value.

National

FOODS

1,286,340 M

2.0% 1.9% 1.8% 1.8% 1.7%
2.0%
1.9%
1.8%
1.8%
1.7%

PERSONAL CARE

70,439 M

40.0%

16.8% 7.5% 3.0% 2.5%
16.8%
7.5%
3.0%
2.5%

Value Share

HOME CARE

78,107 M

21.1%

19.4%

7.8% 4.5% 3.9%
7.8%
4.5%
3.9%

Engro

Dalda

Nestle

Unilever

Tapal

Unilever

P&G

Colgate

Kohinoor Medicam

Colgate

Unilever

P&G

Kohinoor

Aftab

Foods

Foods

Tea

Palmolive

Palmolive

Soaps

MAT JUNE 2014

Unilever P&G Kohinoor Aftab Foods Foods Tea Palmolive Palmolive Soaps MAT JUNE 2014
Unilever P&G Kohinoor Aftab Foods Foods Tea Palmolive Palmolive Soaps MAT JUNE 2014

Dairy is the biggest contributor in the Food category followed by Edible Oil & Tea. However, volume growth only observed in Desserts , Edible Oil & Tea category.

Volume Share - Foods 16,027,496 T 1% 1% 13% 85% BUTTER DESSERTS SAVOURY MTD TEA
Volume Share - Foods
16,027,496 T
1%
1%
13%
85%
BUTTER
DESSERTS
SAVOURY
MTD
TEA
Edible Oil
Dairy

National

Growth/De-Growth Analysis
Growth/De-Growth Analysis
TEA Edible Oil Dairy National Growth/De-Growth Analysis Edible Butter Dairy Desserts Oil MTD Savoury Tea 7.2%

Edible

Butter Dairy Desserts Oil MTD Savoury Tea 7.2% 2.3% 0.1% -0.1% -3.2% -7.3%
Butter
Dairy
Desserts
Oil
MTD
Savoury
Tea
7.2%
2.3%
0.1%
-0.1%
-3.2%
-7.3%

MAT JUNE 2014 vs MAT JUNE 2013

-24.8%

Dairy Desserts Oil MTD Savoury Tea 7.2% 2.3% 0.1% -0.1% -3.2% -7.3% MAT JUNE 2014 vs
Dairy Desserts Oil MTD Savoury Tea 7.2% 2.3% 0.1% -0.1% -3.2% -7.3% MAT JUNE 2014 vs

Total laundry is the major contributor In the Home Care category & shown slight growth In the analyzed period

Volume Share Home Care

771,338 T

10% 90% Dish Wash NSD bars Total Laundary
10%
90%
Dish Wash NSD bars
Total Laundary
Care 771,338 T 10% 90% Dish Wash NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry

National

Growth/De-Growth Analysis Total Laundry NSD Bar
Growth/De-Growth Analysis
Total Laundry
NSD Bar

2%

NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014

-4%

MAT JUNE 2014 vs MAT JUNE 2013

NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014
NSD bars Total Laundary National Growth/De-Growth Analysis Total Laundry NSD Bar 2% -4% MAT JUNE 2014

Personal Care soaps is the biggest contributor in the personal care segment followed by Shampoo. However, it has shown massive de-growth in the analyzed period . On the other hand, slight growth witnessed by rest of the categories.

Volume Share Personal Care

128,042 T

9% 7% 23% 61% PW Shampoo Skin Care Toothpaste
9%
7%
23%
61%
PW
Shampoo
Skin Care
Toothpaste
T 9% 7% 23% 61% PW Shampoo Skin Care Toothpaste National Growth/De-Growth Analysis Personal Toothpaste

National

Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1%
Growth/De-Growth Analysis
Personal
Toothpaste
Shampoo
Skin Care
Wash
1%
1%
1%
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs

-7%

MAT JUNE 2014 vs MAT JUNE 2013

Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs
Growth/De-Growth Analysis Personal Toothpaste Shampoo Skin Care Wash 1% 1% 1% -7% MAT JUNE 2014 vs

Summary

Slight growth witnessed at NUR in the analyzed period.

FMCG Growth is driven solely via rural households; this is mainly due to consumption of home care products.

Value growth is associated to the inflationary impact.

Home care & Foods segment witnessed growth in the analyzed period

Personal Care segment is on a decline mainly due to personal wash category.

Unilever Pakistan Limited stands as a dominant player in the overall FMCG- Value wise.

Mushrooms & others small brands enjoying 91% of value share in the Food segment. Whereas, 30% & 43% in the Personal Care & Home Care segment respectively.

91% of value share in the Food segment. Whereas, 30% & 43% in the Personal Care
91% of value share in the Food segment. Whereas, 30% & 43% in the Personal Care

For more details please write to

foresight@foresight.com.pk

For more details please write to foresight@foresight.com.pk
For more details please write to foresight@foresight.com.pk