Aurora Youth Trends Survey 2009

Young people constitute a significant part of Pakistan’s population – 19% of the population falls
between the age of 15-24 and a further 13% within the 25-34 age band (Source: Population Census
Organization, Government of Pakistan). It’s no surprise then that companies are clamouring to market
their products to young people.
But which brands do these young people buy? What are their attitudes towards spending? What are
their interests and activities? What are their aspirations? And who are their role models, if any?
Aurora set out to answer these questions, for a second year in a row with an online survey.
Survey Methodology
The survey was promoted through Dawn.com and Facebook in September and October. At the end of
the survey, five winners were picked randomly, and received Dawn Media Group goody bags.
Survey Respondents
A total of 505 men and women responded to the survey.
They were between the ages of 18 and 30.
The respondents were mainly from Section A+, A and B.

Nestle Juices outstripped soft drinks to rank as number one at 29%. More respondents list Coca Cola
(23%) as most consumed brand over Pepsi (16%) Other brands with smaller market shares showed a
total of 32%.
29%
23%
16%
9%
6%
7%
10%
Juices

Lipton ranks number one (32%) followed by Tapal (23%). Both brands constituting over half the
responses within the tea/ coffee category. 31% constitutes of a number of smaller brands. Nestle
Nescafe is the only significant coffee brand to feature in the results, with 11% of respondents making it
their most used brand. Brooke Bond captured the smallest part of market share at 3%.

Similar to last year’s survey KFC retains the top spot at 29% followed by Pizza Hut at 23%.
Mc Donald’s which ranked number 2 last year slipped to third position at 18%.Other smaller chains, local
and international captured a total market share of 30%.
32%
23%
11%
3%
31%
Tea/Coffee
29%
23%
18%
30%
Chains/ Restaurants



At 10%, Levi’s is the top ranking brand followed by Crossroads at 6%, Gul Ahmed at 5%, Cambridge at
4%, Khaas (Khaadi label) at 3% and other numerous smaller local brands captured a total market share
of 72% collectively. 4 of the top 5 brands are Pakistani competitors.


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10%
6%
5%
4%
3%
72%
Clothing