JUICE IN PAKISTAN

Euromonitor International
February 2018
JUICE IN PAKISTAN Passport I

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Demand for New Variants and Rising Health Consciousness Drive Growth ............................ 1
Competition Exists From Fresh Fruit Juice Widely Available Across Foodservice Outlets ....... 1
Competitive Landscape ................................................................................................................ 2
Nestlé Pakistan Ltd Continues To Lead in Juice ...................................................................... 2
Shezan International Pvt Ltd Is the Leading Domestic Player Within Juice .............................. 2
Category Data .............................................................................................................................. 2
Table 1 Off-trade Sales of Juice by Category: Volume 2012-2017 ........................... 2
Table 2 Off-trade Sales of Juice by Category: Value 2012-2017 .............................. 3
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017 ........... 3
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2012-2017 .............. 3
Table 5 NBO Company Shares of Off-trade Juice: % Volume 2013-2017 ................ 3
Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017....................... 4
Table 7 NBO Company Shares of Off-trade Juice: % Value 2013-2017 ................... 5
Table 8 LBN Brand Shares of Off-trade Juice: % Value 2014-2017.......................... 5
Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022 ............ 6
Table 10 Forecast Off-trade Sales of Juice by Category: Value 2017-2022 ............... 6
Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2017-2022 .................................................................................................... 7
Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-
2022 ............................................................................................................. 7

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JUICE IN PAKISTAN Passport 1

JUICE IN PAKISTAN
HEADLINES
 Juice grows 14% in off-trade current value terms to PKR66 billion, and 8% in off-trade volume
terms to 682 million litres in 2017
 The rising health and wellness trend is the most important factor behind category growth
 Juice grows 13% in on-trade value terms to PKR16 billion, and by 7% in on-trade volume
terms to 89 million litres in 2017
 Nestlé Pakistan Ltd remains the leading player with a 40% off-trade value share in 2017
 Juice is expected to stay strong in off-trade terms over the forecast period with a CAGR of
15% at constant 2017 prices to reach PKR130 billion in 2022 and 7% volume CAGR to 958
million litres in 2022

PROSPECTS

Demand for New Variants and Rising Health Consciousness Drive

Growth
Consumers place increasing emphasis on health and wellbeing. This trend changes the
pattern of soft drinks consumption in Pakistan. There is a growing concern about the high sugar
content in cola carbonates and consumers look out for healthier alternatives. This largely
benefited the growth of juice over the review period. Packaged juice products are consumed
and included in the daily food routine of urban consumers to keep their energy levels high
throughout the day and to have a healthier outlook. Availability of packaged branded fruit juice
was on the rise as leading player Nestlé Pakistan Ltd invested in expanding its distribution
network over the review period. As awareness of the various benefits of different fruits grew due
to exposure to social media, there was growing demand for exotic fruit juices. Tapping into this
trend, the leading player Nestlé Pakistan Ltd extended its Nestlé Fruita Vitals range with Mint
Margarita and Pina Colada variants under a new Exotic Mixes range. These products cost more
than the existing range and this move is expected to drive the premiumisation trend within juice.
Going forward, the leading players within juice are expected to focus on product innovation
and launches to tap into the rising interest in juice products in line with the rising health and
wellness trend among Pakistani consumers. Players are expected to expand their product range
and offer new flavours and fruit mix combinations over the forecast period.

Competition Exists From Fresh Fruit Juice Widely Available Across

Foodservice Outlets
Consumption of fresh fruit juice was traditionally present within Pakistani society, while
consumption of packaged fruit juice is a relatively modern concept. Fresh fruit juice is widely
available in foodservice outlets across the urban landscape which poses a challenge to
packaged fruit juice players. Additionally, during summer and winter, push-cart sellers are widely
seen selling fresh fruit juice in urban areas; their fresh fruit juice offerings are extremely
affordable making them popular with the masses. These unorganised players pose a significant
threat to the growth of branded packaged fruit juice players.
Over the forecast period packaged fruit juice players’ brands are expected to continue to be
threatened by the unorganised and foodservice channels which sell fresh fruit juice that are

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affordably priced. Branded players will have to invest in educating consumers about the higher
quality of packaged fruit juice when compared to unbranded offerings and bring in consumers to
the packaged market.

COMPETITIVE LANDSCAPE

Nestlé Pakistan Ltd Continues To Lead in Juice

Juice in Pakistan continued to be led by Nestlé Pakistan Ltd during 2017. The company
managed to hold on to its lead owing to the strong presence of its Nestlé Fruita Vitals brand
range. The brand is highly successful among urban consumers in Pakistan as it derives its
credibility from being part of the Nestlé stable. Tapping into the rising health and wellness trend,
the company launched the “CalorieSMART” initiative for its Nestlé Fruita Vitals range under the
claim that the company ensures that each serving of the brand has fewer than 100kcal which
makes it perfect for achieving a healthy lifestyle. The company also expanded its fruit juice
range of Fruita Vitals with Mint Margarita and Pina Colada variants and promoted them under
Exotic Mixes.

Shezan International Pvt Ltd Is the Leading Domestic Player Within

Juice
The leading domestic player within juice in Pakistan continued to be Shezan International Pvt
Ltd which held a retail value share of just over a fifth of sales in 2017. The company has a long
standing in Pakistan and operated in the beverage space for more than 50 years. This enabled
the company to establish itself among the masses with strong nationwide distribution. The
company has a wide range of fruit juice offering priced both at the mass and premium end.
During 2017, the company focused on emphasising the quality of its products through marketing
communication at retail channels and invested in further strengthening its distribution channels.
The company closed distribution gaps by adopting a channel-based approach within wholesale,
retail and general trade by exploring different avenues.

CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2012-2017

million litres
2012 2013 2014 2015 2016 2017

100% Juice 27.9 30.2 32.3 34.9 38.0 41.1

- Not from Concentrate 9.7 10.5 11.1 11.6 12.3 13.1
100% Juice
- Reconstituted 100% 18.2 19.7 21.2 23.4 25.7 28.0
Juice
Juice Drinks (up to 24% 421.9 448.6 479.2 516.7 556.4 595.0
Juice)
Nectars 25.0 28.3 31.3 35.6 40.3 46.0
Coconut and Other Plant - - - - - -
Waters
Juice 474.8 507.1 542.8 587.2 634.8 682.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 2 Off-trade Sales of Juice by Category: Value 2012-2017

PKR billion
2012 2013 2014 2015 2016 2017

100% Juice 4.0 4.5 5.2 5.9 6.6 7.4

- Not from Concentrate 1.2 1.4 1.5 1.7 1.8 2.0
100% Juice
- Reconstituted 100% 2.8 3.2 3.7 4.2 4.8 5.5
Juice
Juice Drinks (up to 24% 26.4 29.9 34.7 39.7 44.3 50.4
Juice)
Nectars 3.2 3.9 4.6 5.6 6.7 8.1
Coconut and Other Plant - - - - - -
Waters
Juice 33.6 38.3 44.5 51.2 57.6 65.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017

% volume growth
2016/17 2012-17 CAGR 2012/17 Total

100% Juice 8.1 8.0 47.2

- Not from Concentrate 100% Juice 6.3 6.1 34.6
- Reconstituted 100% Juice 8.9 9.0 54.0
Juice Drinks (up to 24% Juice) 6.9 7.1 41.0
Nectars 14.0 13.0 84.0
Coconut and Other Plant Waters - - -
Juice 7.5 7.5 43.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Off-trade Sales of Juice by Category: % Value Growth 2012-2017

% current value growth

2016/17 2012-17 CAGR 2012/17 Total

100% Juice 13.2 13.2 86.1

- Not from Concentrate 100% Juice 10.1 10.5 64.4
- Reconstituted 100% Juice 14.4 14.3 95.4
Juice Drinks (up to 24% Juice) 13.6 13.8 90.8
Nectars 20.9 20.1 150.3
Coconut and Other Plant Waters - - -
Juice 14.4 14.4 95.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Off-trade Juice: % Volume 2013-2017

% off-trade volume
Company 2013 2014 2015 2016 2017

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Nestlé Pakistan Ltd 35.0 37.6 38.9 40.9 41.2

Shezan International 19.3 20.3 21.5 22.5 22.8
Pvt Ltd
Haleeb Foods (Pvt) Ltd 15.9 15.6 15.7 15.6 15.7
Popular Food Industries 5.3 5.1 4.8 4.5 4.2
(Pvt) Ltd
Pakola Products (Pvt) Ltd 4.2 3.3 2.8 2.3 2.0
Gulf & Safa Dairies Co 1.5 1.5 1.5 1.5 1.4
LLC
Pokka Corp (S) Pte Ltd 1.0 1.0 1.0 1.0 1.0
Ceres Fruit Juices 1.0 1.0 1.0 1.0 1.0
(Pty) Ltd
Malee Sampran Plc 1.0 1.0 1.0 1.0 0.9
PepsiCo Inc 1.2 0.8 0.6 0.4 0.4
Pfanner Getränke GmbH, 0.3 0.3 0.3 0.3 0.3
Hermann
Oman National Dairy Co - - - - -
Others 14.5 12.6 11.0 9.1 9.1
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017

% off-trade volume
Brand (GBO) Company (NBO) 2014 2015 2016 2017

Nestlé (Nestlé SA) Nestlé Pakistan Ltd 37.6 38.9 40.9 41.2
Shezan All Pure Shezan International 20.3 21.5 22.5 22.8
Tropical Nectar Pvt Ltd
Good Day Pure Haleeb Foods (Pvt) Ltd 10.3 10.7 11.0 11.2
Orange Juice
Tropico Fruit Juice Haleeb Foods (Pvt) Ltd 4.8 4.5 4.1 4.0
Maaza Mango (Coca- Popular Food Industries 3.7 3.4 3.2 3.0
Cola Co, The) (Pvt) Ltd
Slice Mango Juice Pakola Products (Pvt) Ltd 2.3 1.9 1.6 1.5
(PepsiCo Inc)
Safa Nectars Gulf & Safa Dairies Co LLC 1.5 1.5 1.5 1.4
Poly Mango+Orange Popular Food Industries 1.4 1.4 1.3 1.2
Juice (Coca-Cola (Pvt) Ltd
Co, The)
Pokka Orange Pokka Corp (S) Pte Ltd 1.0 1.0 1.0 1.0
(Sapporo Holdings
Ltd)
Ceres 100% Pure Ceres Fruit Juices 1.0 1.0 1.0 1.0
Juices (Pioneer (Pty) Ltd
Food Group Ltd)
Pakola Rose Juice Pakola Products (Pvt) Ltd 1.1 0.9 0.7 0.6
(PepsiCo Inc)
Chabaa Red Grape Malee Sampran Plc 0.5 0.5 0.5 0.5
Juice (Chabaa
Bangkok Co Ltd)
Tropico Fruit Juice Haleeb Foods (Pvt) Ltd 0.5 0.5 0.5 0.5
Nectar
Malee Mix Fruit Malee Sampran Plc 0.5 0.5 0.5 0.4
Nectar
Shani PepsiCo Inc 0.8 0.6 0.4 0.4
Pfanner Pfanner Getränke GmbH, 0.3 0.3 0.3 0.3
Hermann

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Chabaa Red Grape Malee Sampran Plc - - - -

Juice (Malee
Bangkok Co Ltd)
Zain Premium Nectar Oman National Dairy Co - - - -
Cocktail De Fruita
Pokka Orange (Pokka Pokka Corp (S) Pte Ltd - - - -
Corp)
Others Others 12.6 11.0 9.1 9.1
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Off-trade Juice: % Value 2013-2017

% off-trade value rsp

Company 2013 2014 2015 2016 2017

Nestlé Pakistan Ltd 36.6 38.0 39.0 40.1 40.4

Shezan International 18.7 19.5 20.0 20.6 20.8
Pvt Ltd
Haleeb Foods (Pvt) Ltd 15.5 14.8 14.4 13.9 13.6
Popular Food Industries 5.0 5.2 5.2 5.3 5.5
(Pvt) Ltd
Pakola Products (Pvt) Ltd 3.9 3.3 3.2 2.9 2.8
Gulf & Safa Dairies Co 2.8 2.7 2.5 2.3 2.1
LLC
Malee Sampran Plc 1.8 2.0 1.9 2.0 2.0
Ceres Fruit Juices 1.4 1.5 1.5 1.6 1.6
(Pty) Ltd
PepsiCo Inc 1.3 0.9 0.8 0.6 0.6
Pokka Corp (S) Pte Ltd 0.9 0.8 0.7 0.6 0.6
Pfanner Getränke GmbH, 0.5 0.5 0.5 0.5 0.6
Hermann
Oman National Dairy Co - - - - -
Others 11.6 11.0 10.2 9.5 9.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Off-trade Juice: % Value 2014-2017

% off-trade value rsp

Brand (GBO) Company (NBO) 2014 2015 2016 2017

Nestlé (Nestlé SA) Nestlé Pakistan Ltd 38.0 39.0 40.1 40.4
Shezan All Pure Shezan International 19.5 20.0 20.6 20.8
Tropical Nectar Pvt Ltd
Good Day Pure Haleeb Foods (Pvt) Ltd 9.6 9.7 9.6 9.5
Orange Juice
Maaza Mango (Coca- Popular Food Industries 3.9 4.0 4.2 4.4
Cola Co, The) (Pvt) Ltd
Tropico Fruit Juice Haleeb Foods (Pvt) Ltd 4.7 4.3 3.8 3.6
Safa Nectars Gulf & Safa Dairies Co LLC 2.7 2.5 2.3 2.1
Slice Mango Juice Pakola Products (Pvt) Ltd 2.1 2.1 1.9 1.9
(PepsiCo Inc)
Ceres 100% Pure Ceres Fruit Juices 1.5 1.5 1.6 1.6
Juices (Pioneer (Pty) Ltd

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Food Group Ltd)

Chabaa Red Grape Malee Sampran Plc 1.5 1.5 1.5 1.5
Juice (Chabaa
Bangkok Co Ltd)
Poly Mango+Orange Popular Food Industries 1.3 1.2 1.1 1.1
Juice (Coca-Cola (Pvt) Ltd
Co, The)
Pakola Rose Juice Pakola Products (Pvt) Ltd 1.1 1.1 0.9 0.9
(PepsiCo Inc)
Shani PepsiCo Inc 0.9 0.8 0.6 0.6
Pokka Orange Pokka Corp (S) Pte Ltd 0.8 0.7 0.6 0.6
(Sapporo Holdings
Ltd)
Pfanner Pfanner Getränke GmbH, 0.5 0.5 0.5 0.6
Hermann
Malee Mix Fruit Malee Sampran Plc 0.5 0.5 0.5 0.4
Nectar
Tropico Fruit Juice Haleeb Foods (Pvt) Ltd 0.5 0.5 0.4 0.4
Nectar
Chabaa Red Grape Malee Sampran Plc - - - -
Juice (Malee
Bangkok Co Ltd)
Zain Premium Nectar Oman National Dairy Co - - - -
Cocktail De Fruita
Pokka Orange (Pokka Pokka Corp (S) Pte Ltd - - - -
Corp)
Others Others 11.0 10.2 9.5 9.5
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022

million litres
2017 2018 2019 2020 2021 2022

100% Juice 41.1 44.3 47.7 51.4 55.2 59.3

Juice Drinks (up to 24% 595.0 635.6 677.2 720.8 766.0 813.1
Juice)
Nectars 46.0 52.7 60.4 68.6 77.1 85.6
Coconut and Other Plant - - - - - -
Waters
Juice 682.1 732.6 785.3 840.8 898.4 958.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10 Forecast Off-trade Sales of Juice by Category: Value 2017-2022

PKR billion
2017 2018 2019 2020 2021 2022

100% Juice 7.4 8.5 9.7 10.9 12.4 14.0

Juice Drinks (up to 24% 50.4 57.6 66.2 74.4 83.4 93.4
Juice)
Nectars 8.1 9.9 12.3 15.1 18.5 22.3
Coconut and Other Plant - - - - - -
Waters

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Juice 65.9 76.0 88.2 100.4 114.4 129.8

Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022

% volume growth
2017/18 2017-22 CAGR 2017/22 Total

100% Juice 7.8 7.6 44.2

Juice Drinks (up to 24% Juice) 6.8 6.4 36.7
Nectars 14.7 13.2 86.2
Coconut and Other Plant Waters - - -
Juice 7.4 7.0 40.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 Total

100% Juice 14.2 13.5 88.0

Juice Drinks (up to 24% Juice) 14.3 13.1 85.5
Nectars 22.8 22.5 175.7
Coconut and Other Plant Waters - - -
Juice 15.3 14.5 96.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International