Home Care in Pakistan

Retail current value sales of home care continued to surge in Pakistan during 2024. Despite the annual rate of inflation halving from the previous year, it remained in double digits. Nonetheless, retail constant value sales of home care, which had declined sharply in 2023, rebounded in 2024. However, they remained below their 2022 peak.

Euromonitor International's Home Care in Pakistan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Home Care in Pakistan
Euromonitor International
February 2025
List Of Contents And Tables
HOME CARE IN PAKISTAN
EXECUTIVE SUMMARY
Home care in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2019-2024
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2019-2024
Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
Table 4 NBO Company Shares of Home Care: % Value 2020-2024
Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
Table 7 Distribution of Home Care by Format: % Value 2019-2024
Table 8 Distribution of Home Care by Format and Category: % Value 2024
Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Resilient growth in laundry care despite economic challenges
Promotional pricing strategies drive laundry care sales
Fabric softeners sees rising retail volume sales but remains underdeveloped
PROSPECTS AND OPPORTUNITIES
Private label to grow in prominence
Increased demand for fabric softeners among urban households
Liquid and concentrated offerings to grow in popularity
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2019-2024
Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
Table 14 Sales of Laundry Aids by Category: Value 2019-2024
Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
Table 18 NBO Company Shares of Laundry Care: % Value 2020-2024
Table 19 LBN Brand Shares of Laundry Care: % Value 2021-2024
Table 20 NBO Company Shares of Laundry Aids: % Value 2020-2024
Table 21 LBN Brand Shares of Laundry Aids: % Value 2021-2024
Table 22 NBO Company Shares of Laundry Detergents: % Value 2020-2024
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
Table 24 Forecast Sales of Laundry Care by Category: Value 2024-2029
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hand dishwashing remains resilient amid heightened focus on hygiene
Liquid dishwashing detergents gain ground on traditional cleaning methods
Hand dishwashing remains dominant
PROSPECTS AND OPPORTUNITIES
Manufacturers will increasingly invest in marketing to boost brand loyalty
Opportunities for brands to innovate with specialized liquid variants
E-commerce set to drive growth
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2019-2024
Table 28 Sales of Dishwashing by Category: % Value Growth 2019-2024
Table 29 NBO Company Shares of Dishwashing: % Value 2020-2024
Table 30 LBN Brand Shares of Dishwashing: % Value 2021-2024
Table 31 Forecast Sales of Dishwashing by Category: Value 2024-2029
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Home care disinfectants and multi-purpose cleaners remained the top performers
Affordable brands target lower- and middle-income groups
Shift towards liquid floor cleaners and all-purpose sprays
PROSPECTS AND OPPORTUNITIES
Growth opportunities in kitchen, bathroom and window cleaners
Antibacterial and disinfectant properties will be in demand
Competition between local and international brands to intensify
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2019-2024
Table 34 Sales of Surface Care by Category: % Value Growth 2019-2024
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Surface Care: % Value 2020-2024
Table 38 LBN Brand Shares of Surface Care: % Value 2021-2024
Table 39 Forecast Sales of Surface Care by Category: Value 2024-2029
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Robust demand despite elevated inflation
Smaller, more affordable pack sizes popular in rural areas
Private label an emerging threat to local and international brands
PROSPECTS AND OPPORTUNITIES
Shift to specialized and premium products
Price-sensitive consumers will turn to more affordable options
Discounting will boost e-commerce, but it will remain a niche
CATEGORY DATA
Table 41 Sales of Bleach: Value 2019-2024
Table 42 Sales of Bleach: % Value Growth 2019-2024
Table 43 NBO Company Shares of Bleach: % Value 2020-2024
Table 44 LBN Brand Shares of Bleach: % Value 2021-2024
Table 45 Forecast Sales of Bleach: Value 2024-2029
Table 46 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Focus on preventative hygiene supports retail volume sales
Competitively priced local brands grow in popularity
Reckitt Benckiser Pakistan Ltd’s Harpic remains dominant
PROSPECTS AND OPPORTUNITIES
Local brands to continue gaining ground
Premium products poised for growth among middle- and high-income households
Harpic and Domex to sustain growth through product innovation
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2019-2024
Table 48 Sales of Toilet Care by Category: % Value Growth 2019-2024
Table 49 NBO Company Shares of Toilet Care: % Value 2020-2024
Table 50 LBN Brand Shares of Toilet Care: % Value 2021-2024
Table 51 Forecast Sales of Toilet Care by Category: Value 2024-2029
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand for shoe polish remains robust amid rising footwear sales
Price-sensitive consumers favour local brands
E-commerce has emerged as a significant distribution channel
PROSPECTS AND OPPORTUNITIES
Urbanization and growing middle class will support robust demand growth
Competition between local and global brands to intensify
Most local consumers will remain very price sensitive
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2019-2024
Table 54 Sales of Polishes by Category: % Value Growth 2019-2024
Table 55 NBO Company Shares of Polishes: % Value 2020-2024
Table 56 LBN Brand Shares of Polishes: % Value 2021-2024
Table 57 Forecast Sales of Polishes by Category: Value 2024-2029
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Easing inflation drives rebound in retail constant value sales
Electric air fresheners increasingly popular among high-income households
Affordable local brands continue to lead
PROSPECTS AND OPPORTUNITIES
Local brands set to increase their retail value share with affordable offerings
Products with long-lasting fragrances will grow in popularity
Car air fresheners will continue to perform strongly
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2019-2024
Table 60 Sales of Air Care by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Air Care: % Value 2020-2024
Table 62 LBN Brand Shares of Air Care: % Value 2021-2024
Table 63 Forecast Sales of Air Care by Category: Value 2024-2029
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN PAKISTAN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand growth driven by rising middle class
Spray/aerosol insecticides account for almost half of retail value sales
Stiff competition among local and global brands
PROSPECTS AND OPPORTUNITIES
Consumers will continue to shift towards spray/aerosol and electric insecticides
Increased interest in multi-function insecticides
Small pack sizes targeting low-income consumers will proliferate
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2019-2024
Table 66 Sales of Home Insecticides by Category: % Value Growth 2019-2024
Table 67 NBO Company Shares of Home Insecticides: % Value 2020-2024
Table 68 LBN Brand Shares of Home Insecticides: % Value 2021-2024
Table 69 Forecast Sales of Home Insecticides by Category: Value 2024-2029
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook
Cookie Settings