The above figure translates in to approximately PAK 8,213,344 a day, and 5.2 million tons a day, but this figure does fluctuate in accordancewith the promotions and advertisements undertaken by major bread brands in to account. The sales in PAK RS 127,306800 per annum
GROWTH IN THE INDUSTRY
The average growth rate in the industry is 10% per year, this rate remained constant till 2003, but due to promotional activities carried out bydifferent brand the growth rate accelerated from 10% -- 15% in 2004, to 20% in 2005.
HISTORICAL AND FUTURE TRENDS
Historical data revealed that AVERAGE breads sold in past three years were as follows: -
200520042003Sales in units
192,000,000 220,800,000 230,400,288
Sales in PAK RS
127,306800 111,393500 99,299,329
Breads are made on two major sectors, namely industrial sector and local bakeries.As stated earlier, the bread consumption in Pakistan is comparably less then western world. PARATHA, PURIS and other related homemade substitutes are used instead of bread at different intervals (breakfast, snacks, and the like)
There exists a mild competition among several major brands of breads; each brand of bread desires to play a monopolistic role in theindustry, but they are not. The competition is more of regional and national level. For example DAWN bread has two major competitors,WONDER bread which is competing at national level, and VITA bread which competes at regional level with DAWN. The former is notconsidered a threat by dawn bread because it only concentrates on a specific niche of the market; and only supplies bread to milk shops andlocal bakery stores. DAWN bread has a market share of 35 to 40% in Pakistan, it has 45% share in Karachi, targeting SEC A+, A , B, and C. the respective sharein each segment is 75%, 60%, 45%, and 35%.