SWEET BISCUITS, SNACK BARS

AND FRUIT SNACKS IN

PAKISTAN
Euromonitor International
July 2017
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport I

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 1
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 3
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2012-2017 ....................................................................................... 3
Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2012-2017 .......................................................................................... 4
Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2012-2017 .......................................................................... 4
Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Value Growth 2012-2017 ............................................................................. 4
Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit
Snacks: % Value 2013-2017 ........................................................................ 5
Table 6 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks:
% Value 2014-2017...................................................................................... 5
Table 7 NBO Company Shares of Sweet Biscuits: % Value 2013-2017 ................... 6
Table 8 LBN Brand Shares of Sweet Biscuits: % Value 2014-2017 .......................... 7
Table 9 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by
Format: % Value 2012-2017 ........................................................................ 8
Table 10 Distribution of Sweet Biscuits by Format: % Value 2012-2017 ..................... 8
Table 11 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: Volume 2017-2022 ...................................................................... 9
Table 12 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: Value 2017-2022 ......................................................................... 9
Table 13 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: % Volume Growth 2017-2022.................................................... 10
Table 14 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by
Category: % Value Growth 2017-2022....................................................... 10

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SWEET BISCUITS, SNACK BARS AND

FRUIT SNACKS IN PAKISTAN
HEADLINES
Sweet biscuits records current retail value growth of 15% to reach PKR69.0 billion in 2017
Growth slows in current retail value terms because of negative impact of high sugar prices on
manufacturers margins
Cookies records the highest current retail value growth of 22%
Average unit price increases by 5% in current terms
English Biscuit Manufacturers (Pvt) Ltd leads with 51% of retail value sales
Sweet biscuits, snack bars and fruit snacks is expected to register a retail value CAGR of
10% at constant 2017 prices over the forecast period to reach PKR108.9 billion in 2022

TRENDS
Plain biscuits accounted for 51% of retail value sales and filled biscuits 34% in 2017, while
cookies accounted for only 15%. Plain biscuits is expected to remain the largest category over
the forecast period.
Competition from small, mushroom brands and counterfeits remained a challenge for large
manufactures in 2017. These relatively low quality products were easily available in small
cities and rural towns and targeted price-sensitive consumers who find value for money in
these cheap alternatives. Therefore, to compete with these products, larger manufacturers
accounted for inflation and maintained their profits by cutting corners and minimally adjusting
the net weight of SKUs rather than increasing prices.
Sweet biscuits, snack bars and fruit snacks recorded current value growth of 15% in 2017, to
reach PKR69.0 billion. The growth was relatively faster than the review period value CAGR
because of increasing penetration of branded biscuits.
Cookies recorded the fastest current retail value growth of 22% in 2017 as consumers are
constantly looking for variety and added-value products.
Average unit prices increased only marginally in 2017 because of lower overall inflation than
over the review period. This was also because of manufacturers reluctance to increase retail
prices despite margin pressures.
Sweet biscuits, snack bars and fruit snacks continued to be sold in independent small
grocers, forecourt retailers, supermarkets and hypermarkets. Although traditional grocery
retailers continued to hold the highest value share of 81%, the share of modern retailers
continued to increase.

COMPETITIVE LANDSCAPE
English Biscuit Manufacturers Ltd (EBM) remained the leader and accounted for 51% of retail
value sales. Operating under the umbrella brand Peek Freans, the company is the oldest
biscuit manufacturer in the country, known to have revolutionised the industry. Therefore, it
enjoys immense brand equity and a wide distribution network that makes its products
accessible at more than 500,000 retail outlets nationwide.

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Continental Biscuits Ltd (CBL) ranked second with a 31% retail value share, up on the
previous year. CBL has affiliations with LU, a French biscuits brand, and Mondelez Pakistan
Ltd.
The flagship brand of English Biscuit Manufacturers (Pvt) Ltd, Peek Freans Sooper, led with
17% of retail value sales in 2017. Sooper is the biggest brand in the category and accounted
for almost half the sales volume of EBM. Sooper registered current value growth of 20% in
2017. EBMs Rio and CBLs Prince, both centre-filled biscuits, ranked second and third with
11% and 9% of retail value sales respectively.
In 2017, Ismail Industries Ltd recorded the biggest increase in retail value share in sweet
biscuits. Operating under the umbrella brand Bisconni, the company ranked third in the
market with a retail value share of 11%. Bisconni is considered an innovative company and
has multiple unique brands in its portfolio. These included Cocomo, one-bite cream-filled
biscuits, Chocolatto, chocolate centre-filled cookies, and Chocolate Chip Cookies, the pioneer
brand in the category. All of these brands enjoyed double-digit current retail value growth in
2017.
The industry continued to be dominated by domestic brands from local manufacturers.
However, Continental Biscuits Ltd manufactures and sells Oreo and Prince locally under its
umbrella brand LU.
International imported brands were also available and continued to gain popularity. However,
due to their high price points and limited availability they were mostly purchased only by
affluent consumers.
English Biscuit Manufacturers (Pvt) Ltd launched Chocolicious (chocolate chip cookies) in
2015. This was a major launch as it helped to grow the cookies category in the country.
Bisconni Chocolate Chip Cookies was the only prominent player in the category until this
development. The launch of Chocolicious and the increased marketing efforts by Bisconni
contributed to an increase in retail value share of one percentage point for the category in
2017. The launch of Chocolicious soon fizzled out as it could not sustain momentum against
Bisconni Chocolate Chip Cookies. However, in March 2017, EBM relaunched its brand and
repositioned it with improved packaging and a new thematic campaign. The effect of the
relaunch remains to be seen.
Ismail Industries Ltd launched Cocomo in a Milk variant in 2016, which was well received.
Cocomo Milk is the only milk-flavoured centre-filled biscuit in the country. The success of the
product can be attributed to its unique flavour and attractive blue packaging that makes the
product stand out on store shelves and encourages children to purchase the brand.
Peek Freans Sooper from English Biscuit Manufacturers (Pvt) Ltd was the highest media
spender in the overall category. With an annual media budget of more than PKR200 million,
the brand invested heavily to maintain top-of-mind recall. In 2016, Sooper launched a national
Independence Day campaign on 14 August. The campaign, called Sooper Hai Azaadi
(Freedom is Super), was aired on all leading TV channels across the country.
Premium brands remained limited to imported brands sold through select retailers. They
represented a very small proportion of sales. Standard brands were mostly domestic and well
established. They competed on the basis of brand loyalty, promotions and availability.
Economy brands were usually me-too brands with no unique selling proposition and
manufactured by small players. These brands target price-sensitive consumers and are
mainly available in non-urban areas.

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PROSPECTS
Cookies continued to emerge in 2017 and is expected to register significant growth with new
players expected to enter over the forecast period.
Sweet biscuits is expected to register a retail value CAGR of 10% at constant 2017 prices
over the forecast period because consumers are increasingly switching from unbranded to
branded biscuits.
Unit prices are expected to remain stable as consumers are generally price sensitive and do
not adapt readily to price changes.
Companies are expected to continue to innovate and introduce new brands over the forecast
period. Many unpackaged bakery items such as cake rusk biscuits and jam biscuits were
launched recently by branded biscuits manufacturers. This trend is expected to continue over
the forecast period to encourage more consumers to shift from loose/unpackaged products to
packaged brands.
Innovation in flavours is also expected in the future as consumers are becoming increasingly
aware and receptive to variety. In 2016, CBL launched new pineapple and coconut flavours
under the LU Prince brand while Bisconni Cocomo was launched in milk flavour. Such flavour
innovations helped brands to increase volume sales.
EBMs Peek Freans Chocolicious is expected to face tough competition from the established
Bisconni Chocolate Chip Cookies. The latter enjoys immense brand equity and first-mover
advantage. As Chocolicious has no distinct product uniqueness or differentiation, the brand
will have to invest significantly in marketing and promotional initiatives and give consumers a
solid reason to switch from their existing preference in the category.
Filled biscuits and plain biscuits will also continue to register strong retail value growth. Rupali
Foods recently launched a range of plain biscuits under the brand name Whistlez. EBM
launched Peek Freans Jam Delight in early 2017. However, plain biscuits is saturated and it
remains uncertain how these new brands will perform over the forecast period.

CATEGORY DATA
Table 1 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume
2012-2017

'000 tonnes
2012 2013 2014 2015 2016 2017

Fruit Snacks - - - - - -
- Dried Fruit - - - - - -
- Processed Fruit Snacks - - - - - -
Snack Bars - - - - - -
- Cereal Bars - - - - - -
- Energy Bars - - - - - -
- Fruit and Nut Bars - - - - - -
- Other Snack Bars - - - - - -
Sweet Biscuits 164.8 173.7 183.5 195.7 214.4 234.1
- Chocolate Coated - - - - - -
Biscuits
- Cookies 16.5 18.9 21.0 25.4 30.7 36.3
- Filled Biscuits 56.0 60.0 63.1 68.5 74.8 79.8
- Plain Biscuits 92.3 94.9 99.4 101.8 108.9 118.1
- Wafers - - - - - -
Sweet Biscuits, Snack 164.8 173.7 183.5 195.7 214.4 234.1
Bars and Fruit Snacks

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SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 4

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value
2012-2017

PKR billion
2012 2013 2014 2015 2016 2017

Fruit Snacks - - - - - -
- Dried Fruit - - - - - -
- Processed Fruit Snacks - - - - - -
Snack Bars - - - - - -
- Cereal Bars - - - - - -
- Energy Bars - - - - - -
- Fruit and Nut Bars - - - - - -
- Other Snack Bars - - - - - -
Sweet Biscuits 40.4 42.8 45.8 52.3 60.2 69.0
- Chocolate Coated - - - - - -
Biscuits
- Cookies 4.0 4.7 5.4 6.8 8.4 10.3
- Filled Biscuits 13.7 15.0 16.3 18.3 21.1 23.2
- Plain Biscuits 22.6 23.1 24.1 27.2 30.7 35.5
- Wafers - - - - - -
Sweet Biscuits, Snack 40.4 42.8 45.8 52.3 60.2 69.0
Bars and Fruit Snacks
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: %
Volume Growth 2012-2017

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

Fruit Snacks - - -
- Dried Fruit - - -
- Processed Fruit Snacks - - -
Snack Bars - - -
- Cereal Bars - - -
- Energy Bars - - -
- Fruit and Nut Bars - - -
- Other Snack Bars - - -
Sweet Biscuits 9.2 7.3 42.1
- Chocolate Coated Biscuits - - -
- Cookies 18.0 17.1 120.0
- Filled Biscuits 6.7 7.3 42.4
- Plain Biscuits 8.5 5.1 28.0
- Wafers - - -
Sweet Biscuits, Snack Bars and Fruit 9.2 7.3 42.1
Snacks
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value
Growth 2012-2017

Euromonitor International
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 5

% current value growth

2016/17 2012-17 CAGR 2012/17 Total

Fruit Snacks - - -
- Dried Fruit - - -
- Processed Fruit Snacks - - -
Snack Bars - - -
- Cereal Bars - - -
- Energy Bars - - -
- Fruit and Nut Bars - - -
- Other Snack Bars - - -
Sweet Biscuits 14.6 11.3 70.8
- Chocolate Coated Biscuits - - -
- Cookies 21.6 20.5 153.7
- Filled Biscuits 10.2 11.1 69.0
- Plain Biscuits 15.7 9.4 57.0
- Wafers - - -
Sweet Biscuits, Snack Bars and Fruit 14.6 11.3 70.8
Snacks
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: %
Value 2013-2017

% retail value rsp

Company 2013 2014 2015 2016 2017

English Biscuit 55.6 55.3 54.8 53.7 50.6

Manufacturers (Pvt) Ltd
Continental Biscuits Ltd 30.0 30.0 30.2 30.4 30.7
Ismail Industries Ltd 8.8 8.9 9.1 9.5 10.5
KS Sulemanji Esmailji & 3.7 3.8 4.0 4.4 5.3
Sons (Pvt) Ltd
Others 2.0 1.9 1.9 1.9 2.9
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 Sweet Biscuits, Snack Bars and Fruit Snacks: % Value
2014-2017

% retail value rsp

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

Sooper English Biscuit 15.3 15.6 16.2 16.9

Manufacturers (Pvt) Ltd
Rio English Biscuit 13.8 13.5 12.8 11.3
Manufacturers (Pvt) Ltd
Prince (Mondelez Continental Biscuits Ltd 7.6 7.9 8.4 9.3
International Inc)
Bakeri (Mondelez Continental Biscuits Ltd 4.4 4.6 5.0 5.9
International Inc)
Peanut English Biscuit 7.4 7.2 6.8 5.8
Manufacturers (Pvt) Ltd
Zeera Plus Continental Biscuits Ltd 5.9 5.9 5.8 5.5

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(Mondelez
International Inc)
Gluco English Biscuit 5.4 5.4 5.4 5.3
Manufacturers (Pvt) Ltd
Chocolate Chip Ismail Industries Ltd 3.1 3.2 3.5 4.0
Cookies
Party English Biscuit 3.6 3.6 3.7 3.6
Manufacturers (Pvt) Ltd
Gala (Mondelez Continental Biscuits Ltd 4.0 3.9 3.8 3.4
International Inc)
Lemon Sandwich English Biscuit 4.0 3.9 3.8 3.4
Manufacturers (Pvt) Ltd
Chocolate Sandwich English Biscuit 4.2 4.0 3.6 2.9
Manufacturers (Pvt) Ltd
Jam Hearts KS Sulemanji Esmailji & 2.3 2.4 2.6 2.9
Sons (Pvt) Ltd
Rite Ismail Industries Ltd 3.3 3.3 3.1 2.8
Cocomo Ismail Industries Ltd 1.8 1.9 2.1 2.7
Candi (Mondelez Continental Biscuits Ltd 3.0 3.0 2.8 2.5
International Inc)
Tiger (Mondelez Continental Biscuits Ltd 1.9 2.0 2.1 2.4
International Inc)
Bravo KS Sulemanji Esmailji & 1.5 1.6 1.8 2.4
Sons (Pvt) Ltd
Oreo (Mondelez Continental Biscuits Ltd 3.1 2.9 2.4 1.7
International Inc)
Click English Biscuit 1.7 1.6 1.5 1.3
Manufacturers (Pvt) Ltd
Chocolatto Ismail Industries Ltd 0.7 0.7 0.8 1.0
Bakeri (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Candi (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Gala (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Oreo (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Prince (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Tiger (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Zeera Plus (Kraft Continental Biscuits Ltd - - - -
Foods Inc)
Others Others 1.9 1.9 1.9 2.9
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 Sweet Biscuits: % Value 2013-2017

% retail value rsp

Company 2013 2014 2015 2016 2017

English Biscuit 55.6 55.3 54.8 53.7 50.6

Manufacturers (Pvt) Ltd
Continental Biscuits Ltd 30.0 30.0 30.2 30.4 30.7
Ismail Industries Ltd 8.8 8.9 9.1 9.5 10.5
KS Sulemanji Esmailji & 3.7 3.8 4.0 4.4 5.3
Sons (Pvt) Ltd

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Others 2.0 1.9 1.9 1.9 2.9

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 Sweet Biscuits: % Value 2014-2017

% retail value rsp

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

Sooper English Biscuit 15.3 15.6 16.2 16.9

Manufacturers (Pvt) Ltd
Rio English Biscuit 13.8 13.5 12.8 11.3
Manufacturers (Pvt) Ltd
Prince (Mondelez Continental Biscuits Ltd 7.6 7.9 8.4 9.3
International Inc)
Bakeri (Mondelez Continental Biscuits Ltd 4.4 4.6 5.0 5.9
International Inc)
Peanut English Biscuit 7.4 7.2 6.8 5.8
Manufacturers (Pvt) Ltd
Zeera Plus Continental Biscuits Ltd 5.9 5.9 5.8 5.5
(Mondelez
International Inc)
Gluco English Biscuit 5.4 5.4 5.4 5.3
Manufacturers (Pvt) Ltd
Chocolate Chip Ismail Industries Ltd 3.1 3.2 3.5 4.0
Cookies
Party English Biscuit 3.6 3.6 3.7 3.6
Manufacturers (Pvt) Ltd
Gala (Mondelez Continental Biscuits Ltd 4.0 3.9 3.8 3.4
International Inc)
Lemon Sandwich English Biscuit 4.0 3.9 3.8 3.4
Manufacturers (Pvt) Ltd
Chocolate Sandwich English Biscuit 4.2 4.0 3.6 2.9
Manufacturers (Pvt) Ltd
Jam Hearts KS Sulemanji Esmailji & 2.3 2.4 2.6 2.9
Sons (Pvt) Ltd
Rite Ismail Industries Ltd 3.3 3.3 3.1 2.8
Cocomo Ismail Industries Ltd 1.8 1.9 2.1 2.7
Candi (Mondelez Continental Biscuits Ltd 3.0 3.0 2.8 2.5
International Inc)
Tiger (Mondelez Continental Biscuits Ltd 1.9 2.0 2.1 2.4
International Inc)
Bravo KS Sulemanji Esmailji & 1.5 1.6 1.8 2.4
Sons (Pvt) Ltd
Oreo (Mondelez Continental Biscuits Ltd 3.1 2.9 2.4 1.7
International Inc)
Click English Biscuit 1.7 1.6 1.5 1.3
Manufacturers (Pvt) Ltd
Chocolatto Ismail Industries Ltd 0.7 0.7 0.8 1.0
Bakeri (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Candi (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Gala (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Oreo (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Prince (Kraft Foods Continental Biscuits Ltd - - - -

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SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 8

Inc)
Tiger (Kraft Foods Continental Biscuits Ltd - - - -
Inc)
Zeera Plus (Kraft Continental Biscuits Ltd - - - -
Foods Inc)
Others Others 1.9 1.9 1.9 2.9
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 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: %
Value 2012-2017

% retail value rsp

2012 2013 2014 2015 2016 2017

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 92.7 93.0 92.9 93.0 93.1 93.2
-- Modern Grocery 10.2 10.6 11.1 11.5 11.9 12.4
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers 2.9 2.9 3.0 3.0 3.0 3.1
--- Hypermarkets 1.5 1.8 2.1 2.4 2.7 3.0
--- Supermarkets 5.8 5.9 6.0 6.1 6.2 6.3
-- Traditional Grocery 82.5 82.4 81.8 81.5 81.2 80.8
Retailers
--- Food/drink/tobacco 12.0 11.8 11.8 11.8 11.6 11.6
specialists
--- Independent Small 55.9 56.2 55.7 55.5 55.8 55.7
Grocers
--- Other Grocery 14.6 14.4 14.3 14.2 13.8 13.5
Retailers
- Non-Grocery Specialists 7.3 7.0 7.1 7.0 6.9 6.8
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- 7.3 7.0 7.1 7.0 6.9 6.8
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing - - - - - -
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 Distribution of Sweet Biscuits by Format: % Value 2012-2017

% retail value rsp

2012 2013 2014 2015 2016 2017

Store-Based Retailing 100.0 100.0 100.0 100.0 100.0 100.0

- Grocery Retailers 92.7 93.0 92.9 93.0 93.1 93.2
-- Modern Grocery 10.2 10.6 11.1 11.5 11.9 12.4
Retailers

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SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 9

--- Convenience Stores - - - - - -

--- Discounters - - - - - -
--- Forecourt Retailers 2.9 2.9 3.0 3.0 3.0 3.1
--- Hypermarkets 1.5 1.8 2.1 2.4 2.7 3.0
--- Supermarkets 5.8 5.9 6.0 6.1 6.2 6.3
-- Traditional Grocery 82.5 82.4 81.8 81.5 81.2 80.8
Retailers
--- Food/drink/tobacco 12.0 11.8 11.8 11.8 11.6 11.6
specialists
--- Independent Small 55.9 56.2 55.7 55.5 55.8 55.7
Grocers
--- Other Grocery 14.6 14.4 14.3 14.2 13.8 13.5
Retailers
- Non-Grocery Specialists 7.3 7.0 7.1 7.0 6.9 6.8
-- Health and Beauty - - - - - -
Specialist Retailers
-- Other Foods Non- 7.3 7.0 7.1 7.0 6.9 6.8
Grocery Specialists
- Mixed Retailers - - - - - -
Non-Store Retailing - - - - - -
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing - - - - - -
- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Volume 2017-2022

'000 tonnes
2017 2018 2019 2020 2021 2022

Fruit Snacks - - - - - -
- Dried Fruit - - - - - -
- Processed Fruit Snacks - - - - - -
Snack Bars - - - - - -
- Cereal Bars - - - - - -
- Energy Bars - - - - - -
- Fruit and Nut Bars - - - - - -
- Other Snack Bars - - - - - -
Sweet Biscuits 234.1 255.4 275.6 295.1 315.0 334.7
- Chocolate Coated - - - - - -
Biscuits
- Cookies 36.3 42.1 47.3 52.3 57.3 62.0
- Filled Biscuits 79.8 83.9 88.0 91.9 95.9 99.8
- Plain Biscuits 118.1 129.4 140.3 150.9 161.8 172.9
- Wafers - - - - - -
Sweet Biscuits, Snack 234.1 255.4 275.6 295.1 315.0 334.7
Bars and Fruit Snacks
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
Value 2017-2022

Euromonitor International
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 10

PKR billion
2017 2018 2019 2020 2021 2022

Fruit Snacks - - - - - -
- Dried Fruit - - - - - -
- Processed Fruit Snacks - - - - - -
Snack Bars - - - - - -
- Cereal Bars - - - - - -
- Energy Bars - - - - - -
- Fruit and Nut Bars - - - - - -
- Other Snack Bars - - - - - -
Sweet Biscuits 69.0 76.5 84.4 93.3 101.8 108.9
- Chocolate Coated - - - - - -
Biscuits
- Cookies 10.3 12.2 14.0 15.9 17.7 19.6
- Filled Biscuits 23.2 25.3 27.1 28.9 31.4 32.7
- Plain Biscuits 35.5 39.0 43.3 48.5 52.7 56.6
- Wafers - - - - - -
Sweet Biscuits, Snack 69.0 76.5 84.4 93.3 101.8 108.9
Bars and Fruit Snacks
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 13 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
% Volume Growth 2017-2022

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

Fruit Snacks - - -
- Dried Fruit - - -
- Processed Fruit Snacks - - -
Snack Bars - - -
- Cereal Bars - - -
- Energy Bars - - -
- Fruit and Nut Bars - - -
- Other Snack Bars - - -
Sweet Biscuits 9.1 7.4 42.9
- Chocolate Coated Biscuits - - -
- Cookies 16.0 11.3 70.9
- Filled Biscuits 5.2 4.6 25.1
- Plain Biscuits 9.6 7.9 46.4
- Wafers - - -
Sweet Biscuits, Snack Bars and Fruit 9.1 7.4 42.9
Snacks
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 14 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category:
% Value Growth 2017-2022

% constant value growth

2017/2018 2017-22 CAGR 2017/22 TOTAL

Fruit Snacks - - -
- Dried Fruit - - -
- Processed Fruit Snacks - - -

Euromonitor International
SWEET BISCUITS, SNACK BARS AND FRUIT SNACKS IN PAKISTAN Passport 11

Snack Bars - - -
- Cereal Bars - - -
- Energy Bars - - -
- Fruit and Nut Bars - - -
- Other Snack Bars - - -
Sweet Biscuits 10.8 9.6 57.9
- Chocolate Coated Biscuits - - -
- Cookies 18.9 13.9 91.3
- Filled Biscuits 8.7 7.1 40.7
- Plain Biscuits 9.9 9.8 59.5
- Wafers - - -
Sweet Biscuits, Snack Bars and Fruit 10.8 9.6 57.9
Snacks
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International