HOME CARE IN PAKISTAN Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Home Care Benefits From Expansion of Pakistan's Middle-income Consumer Base Home Care Manufacturers Employ Strategies To Generate Trial Purchases Multinationals Remain on Top in A Concentrated Competitive Environment Insight-based Marketing Campaigns Aim To Convert Consumers To Specific Brands Independent Small Grocers Will Remain the Leading Distribution Channel Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 Distribution of Home Care by Format: % Value 2012-2017 Table 5 Distribution of Home Care by Format and Category: % Value 2017 Table 6 Forecast Sales of Home Care by Category: Value 2017-2022 Table 7 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Appeal of Air Care Products Continues To Expand Beyond Higher-income Households Spray/aerosol Air Fresheners Set To Remain the Largest Air Care Category Car Air Fresheners Expected To Gain Popularity Among Younger Drivers Competitive Landscape King Chemical Corp Maintains Its Lead in 2017 Air Wick Remains the Highest-ranked International Brand in Air Care Smaller Players Retain A Substantial Value Share in 2017 Category Data Table 8 Sales of Air Care by Category: Value 2012-2017 Table 9 Sales of Air Care by Category: % Value Growth 2012-2017 Table 10 Forecast Sales of Air Care by Category: Value 2017-2022 Table 11 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Bleach Benefits From Rising Hygiene-consciousness Among Consumers Shift To Specialised Cleaning Solutions Will Restrict Development of Bleach Independent Small Grocers Set To Remain Leading Distribution Channel for Bleach Competitive Landscape Reckitt Benckiser Maintains Its Commanding Lead Peridot's Kiwi Kleen Brand Continues To Gain Popularity International Manufacturers Set To Increase Their Dominance in Bleach Category Data Table 12 Sales of Bleach: Value 2012-2017 Table 13 Sales of Bleach: % Value Growth 2012-2017 Table 14 Forecast Sales of Bleach: Value 2017-2022 Table 15 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Hand Dishwashing Will Benefit As More Consumers Switch To Branded Products Automatic Dishwashing Likely To Remain A Negligible Category Bars Set To Remain the Dominant Format in Hand Dishwashing Competitive Landscape Colgate-Palmolive Continues To Lead Dishwashing With Flagship Brand Lemon Max Unilever's Vim Experiences Value Share Declines Throughout the Review Period International Manufacturers Remain Dominant in Dishwashing Category Indicators Table 16 Household Possession of Dishwashers 2012-2017 Category Data Table 17 Sales of Dishwashing by Category: Value 2012-2017 Table 18 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 19 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 20 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Declining Threat of Mosquito-borne Diseases Will Slow Home Insecticides Expansion Independent Small Grocers Expected To Remain the Leading Distribution Channel Electric Insecticides Set To Be the Most Dynamic Category Over the Forecast Period Competitive Landscape Reckitt Benckiser Maintains Its Leadership in 2017 International Players Lead But Domestic Brands Continue To Gain Ground Leading Manufacturers Will Continue To Push High-margin Formats Category Data Table 21 Sales of Home Insecticides by Category: Value 2012-2017 Table 22 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 23 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 24 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Heavy Investment in Marketing Drives Development of Fabric Softeners Shift Away From Bar Detergents Set To Continue Over the Forecast Period Convenience Factor Will Continue To Drive Laundry Care Expansion Competitive Landscape Colgate-Palmolive Continues To Lead Laundry Care Surf Excel Remains the Top Laundry Detergents Brand International Manufacturers Maintain Strong Positions Category Indicators Table 25 Household Possession of Washing Machines 2012-2017 Category Data Table 26 Sales of Laundry Care by Category: Value 2012-2017 Table 27 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 28 Sales of Laundry Aids by Category: Value 2012-2017 Table 29 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 30 Sales of Laundry Detergents by Category: Value 2012-2017 Table 31 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 32 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 33 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Polishes Set To Benefit From Rising Demand Among Urban Millennials Shoe Polish Will Remain the Largest and Most Dynamic Category More Local Players Expected To Enter Metal, Floor and Furniture Polish Competitive Landscape Reckitt Benckiser Continues To Lead Polishes Peridot's Kiwi Brand Gains Ground Throughout the Review Period Smaller and Cheaper Brands Maintain A Strong Presence in Polishes Category Data Table 34 Sales of Polishes by Category: Value 2012-2017 Table 35 Sales of Polishes by Category: % Value Growth 2012-2017 Table 36 Forecast Sales of Polishes by Category: Value 2017-2022 Table 37 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Surface Care Set To Benefit From Declining Popularity of Traditional Alternatives Multi-purpose Cleaners Expected To Show the Fastest Development Demand for Surface Care Products Likely To Remain Concentrated in Urban Areas Competitive Landscape SC Johnson Remains the Leader in Surface Care in Pakistan Second-ranked Brand Dettol Continues To Gain Ground International Manufacturers Set To Remain on Top Category Data Table 38 Sales of Surface Care by Category: Value 2012-2017 Table 39 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 40 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 41 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Toilet Care Benefits From Rising Hygiene-consciousness Among Consumers Increasing Penetration in Rural Areas Will Pose Challenges for Leading Players Toilet Liquids/foam Set To Remain the Dominant Toilet Care Category in Pakistan Competitive Landscape Reckitt Benckiser Continues To Dominate With Flagship Brand Harpic Unilever's Domex Brand Maintains Its Progress in 2017 Dominance of International Manufacturers Unlikely To Be Challenged Category Data Table 42 Sales of Toilet Care by Category: Value 2012-2017 Table 43 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 44 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 45 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022