MAT JUNE 2014 VS MAT JUNE 2013

FMCG SNAPSHOT
A holistic update on Pakistans FMCG market
Dish Wash
NSD Bars
Savoury
Butter
Make To Drink
Edible Oil &
Fats
Total Laundry
Desserts
Tea Personal Wash
Dairy Shampoo
Skin Care
Toothpaste
The analysis in based on following categories only
Volume
Value
National
FMCG Volume & Value Growth
16,926,877 T
1,434,886 M
+0.2 %
vs LY
+6.1 %
Vs LY
Urban
Volume Value
+5.1%
+ 0.1%
Volume Value
Rural
+ 0.2%
+ 6.7%
11,302,353
MAT JUNE 2014 vs SPLY
FMCG witnessed
slight growth at
NUR. However,
Rural market
outpaced Urban in
terms of volume &
value growth.
Inflationary
pressure driven
the value across
food & non-
food categories
Volume in Tonnes
Value in Millions
5,624,524
541,520
893,367
0.1%
1.6%
-3.9%
0.2%
Total FMCG
Personal Care
Home Care
Food
Volume Change
Value Change
National
Urban
Rural
0.2%
-3.2%
-4.7%
0.1%
5.3%
4.9%
1.3%
5.1%
6.6%
7.2%
8.4%
6.7%
0.1%
3.6%
-3.3%
0.2%
6.1%
6.4%
5.1%
6.1%
Total FMCG
Personal Care
Home Care
Food
Total FMCG
Personal Care
Home Care
Food
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
MAT JUNE 2014 vs MAT JUNE 2013
4.6%
1.8%
1.7% 1.6%
1.5%
Unilever Engro
Foods
Dalda
Foods
Nestle Tapal
Tea
MAT JUNE 2014
Unilever is the market leader in overall FMCG followed by Engro Foods & Dalda Foods Pvt Ltd.
National
Mushroom & other small
brands accounts for 73% of
the branded overall FMCG
Value
Share
10.9%
4.3%
4.0%
3.8%
3.6%
Unilever Engro
Foods
Dalda
Foods
Nestle Tapal
Tea
Branded
Branded + Loose
1,434,886 M
607,046 M
21.1%
19.4%
7.8%
4.5%
3.9%
Colgate
Palmolive
Unilever P&G Kohinoor Aftab
Soaps
2.0% 1.9% 1.8% 1.8% 1.7%
Engro
Foods
Dalda
Foods
Nestle Unilever Tapal
Tea
HOME CARE PERSONAL CARE
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
40.0%
16.8%
7.5%
3.0%
2.5%
Unilever P&G Colgate
Palmolive
Kohinoor Medicam
FOODS
Value Share
1,286,340 M 70,439 M 78,107 M
-7.3%
-0.1%
7.2%
2.3%
-24.8%
-3.2%
0.1%
Butter Dairy Desserts
Edible
Oil MTD Savoury Tea
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.
National
1%
1%
13%
85%
BUTTER DESSERTS MTD SAVOURY
TEA Edible Oil Dairy
16,027,496 T Growth/De-Growth Analysis
Volume Share - Foods
MAT JUNE 2014 vs MAT JUNE 2013
Total laundry is the major contributor In the Home Care category & shown slight growth In the analyzed period
2%
-4%
Total Laundry NSD Bar
10%
90%
Dish Wash NSD bars Total Laundary
771,338 T
National Volume Share Home Care
Growth/De-Growth Analysis
MAT JUNE 2014 vs MAT JUNE 2013
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.
1% 1%
1%
-7%
Toothpaste Shampoo Skin Care
Personal
Wash
61%
23%
7%
9%
PW Shampoo Skin Care Toothpaste
128,042 T
National Volume Share Personal Care
Growth/De-Growth Analysis
MAT JUNE 2014 vs MAT JUNE 2013
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.








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