Beverage consumption in Pakistan

By Sanober Ali

The beverage industry in Pakistan has emerged as a progressive sector over the
years. As per the latest report by AAJ TV, about 170 units are operating across the
country in this particular sector, which is contributing towards growth in upstream
and downstream industries. A comprehensive categorization of the beverage industry
would include divisions like; aerated drinks, juices, milk based drinks, energy and
sports drinks, tea, and coffee and also, bottled and bulk water as well. In
Pakistan different players dominate in different categories, based upon their
specialization and target audience.

The survey results demonstrated the differences in the consumption pattern that
exists across genders and the two different age groups. Overall, the results
suggest that females are more likely to consume multiple beverages than males. Tea
emerges as the most preferred drink, with comparatively higher consumption among
mature adults. However, energy drinks are ranked as the least consumed by both the
categories but, young adults reportedly consume comparatively more of it than
mature adults. Drinks which are generally considered as healthy like juices and
milk based liquids are more popular among mature adults, particularly in females.
As far as soft drinks are concerned, they are more popular among men belonging to
both the age categories.

In terms of dominance, tea leads the rest. It has become part of the Pakistani
culture. Pakistan has one of the highest per capital tea consumption in the world
which is 1 kg per capita as compared to the world average of 0.75 kg per capita.

In the soft drink category, the two major players are PepsiCo and Coca Cola,
however, two chief local players named . Like tea, aerated drinks have also become
a part of our festivities and its consumption in daily lives has become quite
common now. Apart from that, juice industry is also burgeoning in Pakistan
primarily because of the nutrimental qualities associated with it. The substantial
growth in this market is because a variety of fruits are cultivated in Pakistan,
currently, 38 units are producing the juices and the major manufacturing units
include Nestle Pakistan Ltd., Mitchells Fruits and Benz Industries. The growing
consciousness regarding health and fitness, particularly among the affluent class,
is major contributor towards the augmented consumption of this drink.
Based upon the aforementioned facts, on can conclude that the beverage industry is
Pakistan has gained momentum and is more likely to continue the growth in coming
years as well. Although, certain macroeconomics factors certainly do have the
potential to corrode this industry�s profitability