Consumer Health in Pakistan

Consumer Health in Pakistan
Euromonitor International
November 2020
CONSUMER HEALTH IN PAKISTAN Passport i
LIST OF CONTENTS AND TABLES

EXECUTIVE SUMMARY .............................................................................................................. 1
COVID-19 impact on consumer health ..................................................................................... 1
COVID-19 country impact ......................................................................................................... 1
Company response................................................................................................................... 1
Retailing shift ............................................................................................................................ 2
What next for consumer health? ............................................................................................... 2
MARKET INDICATORS ............................................................................................................... 2
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value
2015-2020 .................................................................................................... 2
Table 2 Life Expectancy at Birth 2015-2020 ............................................................. 3
MARKET DATA ............................................................................................................................ 3
Table 3 Sales of Consumer Health by Category: Value 2015-2020 .......................... 3
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020 ......... 3
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020 ............... 4
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020 ..................... 5
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020 ................ 6
Table 8 Distribution of Consumer Health by Format and Category: % Value
2020 ............................................................................................................. 7
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025 ........... 9
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth
2020-2025 .................................................................................................... 9
APPENDIX ................................................................................................................................... 9
OTC registration and classification ........................................................................................... 9
Vitamins and dietary supplements registration and classification ........................................... 10
Self-medication/self-care and preventive medicine................................................................. 10
Switches ................................................................................................................................. 10
GLOBAL MACROECONOMIC ENVIRONMENT ........................................................................ 10
GLOBAL INDUSTRY ENVIRONMENT ...................................................................................... 11
DISCLAIMER ............................................................................................................................. 11
DEFINITIONS............................................................................................................................. 12
SOURCES.................................................................................................................................. 12
Summary 1 Research Sources ...................................................................................... 12
© Euromonitor International
CONSUMER HEALTH IN PAKISTAN Passport 1
CONSUMER HEALTH IN PAKISTAN

EXECUTIVE SUMMARY
COVID-19 impact on consumer health

Consumer health is expected to see higher current value growth in 2020 than was seen the
previous year. One of the factors driving growth in this year is COVID-19. As news about the
virus emerged and the country went into lockdown, consumers began panic-buying in March,
stockpiling certain consumer health products, such as analgesics, cough, cold and allergy (hay
fever) remedies, immunity-boosting vitamins and dietary supplements, for fear of shortages.
Other than COVID-19, a growing population, increasing urbanisation and rising consumer
purchasing power sustain demand for consumer health products. Rising consumer health-
consciousness, supported by increasing access to the internet, is encouraging growing
confidence in self-medication and bolstering demand for a range of OTC products. The impact
of ongoing urbanisation on consumer lifestyles and diets is also playing a key role in driving
sales, as consumers turn to products such as OTC analgesics and digestive remedies to
address health issues such as headaches, backaches, indigestion and heartburn. Meanwhile,
the high levels of pollution in Pakistani cities is boosting sales of cough, cold and allergy (hay
fever) remedies. However, while busy urban consumers are keen to find instant remedies for
their health complaints so that they can continue with their hectic schedules, there is also a
trend towards an increasingly holistic approach to health and wellbeing, which is persuading
consumers to develop longer-term, preventative practices, involving products such as vitamins
and dietary supplements. This more holistic approach is contributing to growth in
herbal/traditional products, which are considered to pose less risk of side effects and to be safer
for long-term consumption than standard products. In Pakistan, this trend is supported by the
long-established traditions of Ayurvedic and Unani medicine.
COVID-19 country impact

The initial impact of COVID-19 in Pakistan began at the start of 2020 as Pakistan International
Airlines (PIA), cancelled all flights between Pakistan and China for most of January. By March
government-enforced restrictions began as Pakistan’s borders were closed and flights were
grounded. All hotels and retail outlets, including travel agencies and car rental facilities were
closed, and consumers remained largely restricted to their homes except in cases of essential
movement. These conditions effectively halted tourism operations altogether, which remained in
place through April and the start of May. However, during the period of Eid Ul Fitr, in March and
April, many domestic flights were operational. From July, the PIA restarted flight operations to
the United Arab Emirates and Etihad Airways increased its flights operations to Pakistan.
Nonetheless, Pakistan only opened its borders fully from 9 August with a number of pandemic
related restrictions in place. Furthermore, retail outlets were once again starting to open to
consumers from May, with additional safety measures in place. Although some hotels could
operate from May, many only started reopening from mid-August. Some partial lockdowns
followed, notably in Kashmir in October.
Company response
Major foreign multinationals and international brands continue to dominate the Pakistani
consumer health market in 2020. Players such as GSK Consumer Healthcare, Abbott
Laboratories and Johnson & Johnson benefit from portfolios containing globally recognised
brands that have established high levels of consumer trust. The strength of these brands is
being enhanced by rising consumer purchasing power and the growing influence of Western
trends as a result of deepening internet penetration. However, at the same time, the shift in
consumer attitudes to more holistic, preventative attitudes to health and wellbeing is leading to
increasing concerns about the potential side effects and long-term impact of consuming
conventional OTC drugs. This may have a negative impact on demand for major multinationals’
OTC brands, as consumers look for products with a natural positioning or attempt to lead
healthier lifestyles. Local companies are most prominent in non-OTC categories, particularly
herbal/traditional products, in which they are able to build on long-standing traditions of
Ayurvedic and Unani medicine.
Retailing shift
As a consequence of the lockdown, leading companies in consumer health have been
expanding their distribution network to include e-commerce as a way to respond to demand
while facilitating shopping from home. Even though the share of e-commerce grew more than in
previous years, its overall share among sales channels in consumer health remains minimal in
Pakistan.
What next for consumer health?

A number of factors are set to contribute to favourable conditions for the development of the
Pakistani consumer health market during the forecast period. Ongoing urbanisation will play an
important part in generating demand, as urban living places significant stress on consumers’
health through busy, stressful and sedentary lifestyles, poor diets, and high levels of pollution. In
addition, cities provide information-rich environments that raise consumer-awareness of health
issues and products, and developed distribution networks, which make products readily
available. However, rural areas are also expected to see significant increases in demand, as
rising disposable income encourages consumers to switch from traditional practices and
unpackaged remedies to packaged, branded consumer health products. Moreover, expanding
retail networks and manufacturers’ efforts to widen their consumer bases by deepening
penetration of rural areas will make products more accessible.
As a result of such factors, Pakistan is expected to see significant growth across all
established consumer health categories over the forecast period. Vitamins is expected to be the
fastest-growing category over 2020-2025, partly as a result of the pandemic and the rapid
spread of contagious illnesses amongst dense urban populations.
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services: Value 2015-
2020
PKR bn
2015 2016 2017 2018 2019 2020
Pharmaceuticals, 596.3 593.3 667.3 787.2 981.6 962.0

medical appliances/
equipment
Outpatient services 496.4 412.0 397.7 403.9 427.3 389.7
Hospital services 274.0 250.0 262.9 303.3 377.7 359.7
Total 1,366.7 1,255.3 1,327.9 1,494.4 1,786.6 1,711.4
Source: Euromonitor International from official statistics, trade associations, trade interviews
Table 2 Life Expectancy at Birth 2015-2020
years
2015 2016 2017 2018 2019 2020
Males 65.7 65.9 66.0 66.2 66.3 66.5

Females 67.5 67.7 67.9 68.1 68.3 68.5
Source: Euromonitor International from official statistics
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2015-2020
PKR mn
2015 2016 2017 2018 2019 2020
OTC 8,924.6 10,363.8 12,175.7 13,993.1 15,984.2 18,968.7

Sports Nutrition - - - - - -
Vitamins and Dietary 2,730.4 3,373.1 4,107.8 4,779.5 5,472.1 6,816.1
Supplements
Weight Management and 481.4 536.8 601.7 660.2 714.4 787.0
Wellbeing
Herbal/Traditional 434.6 489.8 554.1 614.4 688.3 822.2
Products
Allergy Care 375.1 428.4 492.8 558.3 626.9 733.5
Paediatric Consumer 153.7 179.4 212.0 245.1 280.5 332.9
Health
Consumer Health 12,136.4 14,273.7 16,885.2 19,432.8 22,170.6 26,571.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Consumer health total is the sum of OTC, sports nutrition, vitamins and dietary supplements and weight
management and wellbeing.
Note 2: Sum of categories is greater than the market size because allergy care is a duplicate of categories found
in cough, cold and allergy remedies, dermatologicals and eye care; paediatric consumer health is an
aggregate of paediatric categories in OTC and vitamins and dietary supplements; and herbal/traditional
products is an aggregate of herbal/traditional categories in OTC and vitamins and dietary supplements.
Note 3: 2020 data is provisional and based on part-year estimates.
Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020
% current value growth

2019/20 2015-20 CAGR 2015/20 Total
OTC 18.7 16.3 112.5

Sports Nutrition - - -
Vitamins and Dietary Supplements 24.6 20.1 149.6
Weight Management and Wellbeing 10.2 10.3 63.5
Herbal/Traditional Products 19.5 13.6 89.2
Allergy Care 17.0 14.4 95.6
Paediatric Consumer Health 18.7 16.7 116.5
Consumer Health 19.9 17.0 118.9
Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020
% retail value rsp

Company 2016 2017 2018 2019 2020
GSK Consumer Healthcare 1.8 1.8 0.4 16.4 17.0

Abbott Laboratories 12.1 12.2 12.6 12.8 12.8
Pakistan Ltd
Johnson & Johnson 8.8 9.1 7.4 7.4 7.7
Pakistan (Pvt) Ltd
Procter & Gamble Co, The - - 4.6 4.8 4.9
Sanofi-Aventis Pakistan 4.3 4.2 4.5 4.7 4.8
Ltd
Reckitt Benckiser 3.9 4.0 4.1 4.2 4.2
Pakistan Ltd
Searle Pakistan Ltd 2.2 2.9 3.5 3.7 3.8
Getz Pharma (Pvt) Ltd 2.2 2.2 2.3 2.4 2.5
Zafa Pharmaceutical 1.5 1.5 1.6 1.7 1.8
Laboratories (Pvt) Ltd
Schazoo Laboratories 1.4 1.3 1.4 1.4 1.4
(Pvt) Ltd
Uniferoz (Pvt) Ltd 1.2 1.2 1.3 1.3 1.3
Merck Pharmaceuticals 0.9 0.9 1.0 1.0 1.0
(Pvt) Ltd
Marriana International 0.9 0.9 0.9 1.0 1.0
Pvt Ltd
Bayer Pakistan (Pvt) Ltd 0.9 0.9 0.9 0.8 0.8
Highnoon Laboratories Ltd 0.9 0.8 0.8 0.8 0.8
AGP (Pvt) Ltd 0.8 0.7 0.7 0.6 0.6
Bryon Pharmaceuticals 0.4 0.4 0.4 0.4 0.4
(Pvt) Ltd
Spenser Pharma (Pvt) Ltd 0.4 0.4 0.4 0.4 0.3
English Laboratories 0.3 0.3 0.3 0.4 0.3
(Pvt) Ltd
Herbalife Nutrition Ltd - - 0.4 0.4 0.3
BSN Medical Pakistan 0.5 0.5 0.5 0.4 0.3
(Pvt) Ltd
Global Pharmaceuticals 0.3 0.3 0.3 0.2 0.2
(Pvt) Ltd
Qarshi Industries (Pvt) 0.2 0.2 0.2 0.2 0.2
Ltd
Abbott Pakistan Ltd 0.1 0.1 0.1 0.1 0.1
Brookes Pharmaceutical 0.2 0.2 0.1 0.1 0.1
Laboratories Pakistan Ltd
Atco Laboratories Pvt Ltd 0.1 0.1 0.1 0.1 0.1
Paras Pharmaceuticals Ltd 0.1 0.1 0.0 0.0 0.0
GlaxoSmithKline 12.7 12.8 14.1 0.8 -
Pakistan Ltd
Pfizer Pakistan Ltd 2.7 2.8 2.9 - -
PGT Healthcare 4.0 4.0 - - -
Others 34.3 33.1 32.1 31.4 30.9
Total 100.0 100.0 100.0 100.0 100.0
Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020
% retail value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020
Vicks Procter & Gamble Co, The - 4.6 4.8 4.9

Revitale GSK Consumer Healthcare - - 4.5 4.8
(GlaxoSmithKline Plc)
Unicap (Johnson & Johnson & Johnson 3.9 4.3 4.2 4.4
Johnson Inc) Pakistan (Pvt) Ltd
Surbex (Abbott Abbott Laboratories 2.9 3.1 3.1 3.4
Laboratories Inc) Pakistan Ltd
Hydrylin Searle Pakistan Ltd 2.3 2.9 3.0 3.2
Selsun (Rohto Abbott Laboratories 3.2 3.2 3.3 3.1
Pharmaceutical Co Pakistan Ltd
Ltd)
Panadol GSK Consumer Healthcare - - 3.0 3.0
Augmentin GSK Consumer Healthcare - - 2.5 2.6
Centrum GSK Consumer Healthcare - - 2.1 2.3
Arinac (Abbott Abbott Laboratories 2.3 2.3 2.3 2.2
Dettol (Reckitt Reckitt Benckiser 1.9 2.0 2.0 2.0
Benckiser Group Plc Pakistan Ltd
(RB))
Risec Getz Pharma (Pvt) Ltd 1.6 1.7 1.9 2.0
Brufen (Abbott Abbott Laboratories 1.8 1.8 1.8 1.7
Imodium (Johnson & Johnson & Johnson 1.3 1.4 1.5 1.5
Rhinosone Schazoo Laboratories 1.3 1.3 1.3 1.4
(Pvt) Ltd
Tixylix (Sanofi) Sanofi-Aventis Pakistan 1.2 1.2 1.3 1.3
Ltd
Flagyl (Sanofi) Sanofi-Aventis Pakistan 1.2 1.3 1.3 1.3
Ltd
Saniplast (Unilever Uniferoz (Pvt) Ltd 1.2 1.3 1.3 1.3
Group)
Actifed (Johnson & Johnson & Johnson 1.0 1.0 1.0 1.1
No-spa (Sanofi) Sanofi-Aventis Pakistan 0.8 1.0 1.1 1.1
Ltd
Natural Touch-me Marriana International 0.9 0.9 1.0 1.0
Herbal Balm Pvt Ltd
Folic Acid Zafa Pharmaceutical 0.8 0.8 0.9 1.0
Polyfax GSK Consumer Healthcare - - 0.9 0.9
ChewCal GSK Consumer Healthcare - - 0.9 0.9
Disprin (Reckitt Reckitt Benckiser 0.8 0.8 0.8 0.8
(RB))
Strepsils (Reckitt Reckitt Benckiser 0.6 0.7 0.8 0.8

(RB))
Xynosine Zafa Pharmaceutical 0.8 0.8 0.8 0.8
Incidal (Bayer AG) Bayer Pakistan (Pvt) Ltd 0.8 0.8 0.7 0.7
CofCol (Abbott Abbott Laboratories 0.6 0.7 0.7 0.7
Metadine Searle Pakistan Ltd 0.6 0.6 0.6 0.7
Zantac (Aspen GlaxoSmithKline 0.9 1.1 0.8 -
Pharmacare Holdings Pakistan Ltd
Ltd)
Revitale GlaxoSmithKline 4.1 4.4 - -
(GlaxoSmithKline Plc) Pakistan Ltd
Panadol GlaxoSmithKline 2.9 3.1 - -
Augmentin GlaxoSmithKline 2.0 2.4 - -
Centrum (Pfizer Inc) Pfizer Pakistan Ltd 2.0 2.1 - -
Polyfax GlaxoSmithKline 0.9 0.9 - -
ChewCal GlaxoSmithKline 0.7 0.8 - -
Vicks (Procter & PGT Healthcare 4.0 - - -
Gamble Co, The)
Benadryl (Johnson & Johnson & Johnson 2.3 - - -
Syncos GSK Consumer Healthcare 1.4 - - -
Others Others 45.1 44.6 43.8 43.0
Total Total 100.0 100.0 100.0 100.0
Table 7 Distribution of Consumer Health by Format: % Value 2015-2020
% retail value rsp

2015 2016 2017 2018 2019 2020
Store-Based Retailing 99.3 99.1 98.9 98.7 98.5 98.3

- Grocery Retailers 6.1 6.1 6.2 6.2 6.2 6.4
-- Modern Grocery 5.9 6.0 6.0 6.0 6.1 6.2
Retailers
--- Convenience Stores - - - - - -
--- Discounters - - - - - -
--- Forecourt Retailers - - - - - -
--- Hypermarkets - - - - - -
--- Supermarkets 5.9 6.0 6.0 6.0 6.1 6.2
-- Traditional Grocery 0.2 0.2 0.2 0.2 0.2 0.2
Retailers
--- Other Grocery 0.2 0.2 0.2 0.2 0.2 0.2
Retailers
---- Healthfood shops - - - - - -
---- Other Other 0.2 0.2 0.2 0.2 0.2 0.2
Grocery Retailers
- Mixed Retailers - - - - - -
-- Department Stores - - - - - -
-- Mass Merchandisers - - - - - -
-- Variety Stores - - - - - -
-- Warehouse Clubs - - - - - -
- Non-Grocery Specialists 93.2 93.0 92.7 92.5 92.3 92.0

-- Health and Beauty 93.2 93.0 92.7 92.5 92.3 92.0
Specialist Retailers
--- Beauty Specialist - - - - - -
Retailers
--- Chemists/Pharmacies 31.8 31.6 30.9 30.8 29.6 29.8
--- Optical Goods Stores - - - - - -
--- Drugstores/ 61.4 61.4 61.7 61.6 62.7 62.2
parapharmacies
--- Vitamins and - - - - - -
Dietary Supplements
-- Other Non-Grocery - - - - - -
Specialists
Non-Store Retailing 0.7 0.9 1.1 1.3 1.5 1.7
- Vending - - - - - -
- Homeshopping - - - - - -
- E-Commerce 0.2 0.4 0.6 0.8 1.0 1.2
- Direct Selling 0.5 0.6 0.6 0.5 0.5 0.5
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Consumer Health by Format and Category: % Value 2020
% retail value rsp

OTC SN VDS WMW HTP AC
Store-Based Retailing 98.8 0.0 98.8 82.1 98.8 98.8

- Grocery Retailers 6.8 0.0 5.9 0.0 6.8 7.1
-- Modern Grocery 6.5 0.0 5.9 0.0 6.4 6.6
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.0 0.0 0.0 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 0.0 0.0 0.0 0.0 0.0 0.0
--- Supermarkets 6.5 0.0 5.9 0.0 6.4 6.6
-- Traditional Grocery 0.3 0.0 0.0 0.0 0.4 0.5
Retailers
--- Other Grocery 0.3 0.0 0.0 0.0 0.4 0.5
Retailers
---- Healthfood shops 0.0 0.0 0.0 0.0 0.0 0.0
---- Other Other 0.3 0.0 0.0 0.0 0.4 0.5
Grocery Retailers
- Mixed Retailers 0.0 0.0 0.0 0.0 0.0 0.0
-- Department Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
-- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
-- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
- Non-Grocery Specialists 92.0 0.0 92.8 82.1 92.0 91.7
-- Health and Beauty 92.0 0.0 92.8 82.1 92.0 91.7
--- Beauty Specialist 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
--- Chemists/Pharmacies 28.8 0.0 31.9 36.3 31.0 31.3
--- Optical Goods Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Drugstores/ 63.3 0.0 61.0 45.8 60.9 60.4
parapharmacies
--- Vitamins and 0.0 0.0 0.0 0.0 0.0 0.0
Dietary Supplements
-- Other Non-Grocery 0.0 0.0 0.0 0.0 0.0 0.0
Specialists
Non-Store Retailing 1.2 0.0 1.2 17.9 1.2 1.2
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- E-Commerce 1.2 0.0 1.2 1.2 1.2 1.2
- Direct Selling 0.0 0.0 0.0 16.7 0.0 0.0
Total 100.0 0.0 100.0 100.0 100.0 100.0
PCH
Store-Based Retailing 98.8

- Grocery Retailers 7.7
-- Modern Grocery 7.4
Retailers
--- Convenience Stores 0.0
--- Discounters 0.0
--- Forecourt Retailers 0.0
--- Hypermarkets 0.0
--- Supermarkets 7.4
-- Traditional Grocery 0.3
Retailers
--- Other Grocery 0.3
Retailers
---- Healthfood shops 0.0
---- Other Other 0.3
Grocery Retailers
- Mixed Retailers 0.0
-- Department Stores 0.0
-- Mass Merchandisers 0.0
-- Variety Stores 0.0
-- Warehouse Clubs 0.0
- Non-Grocery Specialists 91.0
-- Health and Beauty 91.0
--- Beauty Specialist 0.0
Retailers
--- Chemists/Pharmacies 26.7
--- Optical Goods Stores 0.0
--- Drugstores/ 64.3
parapharmacies
--- Vitamins and 0.0
Dietary Supplements
-- Other Non-Grocery 0.0
Specialists
Non-Store Retailing 1.2
- Vending 0.0
- Homeshopping 0.0
- E-Commerce 1.2
- Direct Selling 0.0
Total 100.0
Key: OTC = over the counter; SN = sports nutrition; VDS = vitamins and dietary supplements; WMW = weight
management and wellbeing; HTP = herbal/traditional products; AC = Allergy Care; PCH = paediatric
consumer health
Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025
PKR mn
2020 2021 2022 2023 2024 2025
OTC 18,968.7 21,805.1 24,696.3 28,194.7 31,943.0 36,182.3

Sports Nutrition - - - - - -
Vitamins and Dietary 6,816.1 8,200.7 9,962.4 11,875.3 13,959.8 16,695.8
Supplements
Weight Management and 787.0 872.6 955.3 1,054.7 1,181.0 1,313.6
Wellbeing
Herbal/Traditional 822.2 971.4 1,113.3 1,248.0 1,379.5 1,534.6
Products
Allergy Care 733.5 827.1 907.0 1,004.6 1,118.4 1,237.3
Paediatric Consumer 332.9 388.1 452.7 519.2 597.7 682.3
Health
Consumer Health 26,571.8 30,878.4 35,614.0 41,124.7 47,083.8 54,191.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025
% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total
OTC 15.0 13.8 90.7

Sports Nutrition - - -
Vitamins and Dietary Supplements 20.3 19.6 144.9
Weight Management and Wellbeing 10.9 10.8 66.9
Herbal/Traditional Products 18.1 13.3 86.6
Allergy Care 12.8 11.0 68.7
Paediatric Consumer Health 16.6 15.4 105.0
Consumer Health 16.2 15.3 103.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
APPENDIX
OTC registration and classification

OTC products are regulated by the Drug Regulatory Authority of Pakistan (DRAP), which
operates under the auspices of the Ministry of National Health Services, Regulation and
Coordination by issuing Statutory Regulatory Orders (SROs). SRO 412 contains all of the rules
and regulations that apply to OTC and herbal products. All manufacturers and/or importers of
consumer health products are required to register their companies and all products with DRAP,
in addition to complying with all of the rules and regulations contained in SRO 412.
Consumer health manufacturers are forbidden from publicly advertising OTC products without
first obtaining permission from DRAP and having all promotional material reviewed by the
authority.
No specific regulatory requirements exist for packaging. However, OTC tablets are commonly
made available in blister strips, while syrups/suspension mixtures are sold in glass bottles.
The existing regulations require the clear listing of ingredients, preservatives, flavouring
agents, colouring agents, dosage, storage instructions and maximum retail price on packaging.
OTC manufacturers are also required to maintain records of sales and distribution of products
for up to one year beyond a product’s expiry date, as per SRO 412.
Vitamins and dietary supplements registration and classification

Vitamins and dietary supplements are also regulated by DRAP, with the general regulations
applicable for almost all consumer health products in the country.
In addition to DRAP regulations, the manufacturers of vitamins and dietary supplements are
also required to follow Codex Alimentarius regulations (established by the Food and Agriculture
Organisation of the UN and the WHO).
The regulation of promotions for vitamins and dietary supplements is relatively lenient and
these products are widely promoted via in-store promotions, magazine advertisements and
posters placed in hospitals and clinics.
Current regulations require the clear listing of ingredients, preservatives, flavours, colouring
agents, dosage, storage instructions and maximum retail prices on packaging.
Authorised distributors are licensed as the agents of manufacturers in their designated
territories and provide warranties on behalf of manufacturers. These distributors then distribute
products to chemists/pharmacies, healthcare clinics and any other retail outlets.
Self-medication/self-care and preventive medicine

The Government of Pakistan does not have an active policy priority or campaign for/against
self-medication and preventative medicine. However, it is common practice for consumers to
self-medicate for minor day-to-day ailments such as headaches, digestive pain and bruises by
using OTC products and unpackaged traditional remedies.
Switches
There were no switches seen in consumer health towards the end of the review period.
GLOBAL MACROECONOMIC ENVIRONMENT

▪ The COVID-19 pandemic has forced governments to quarantine entire countries, disrupted
global supply chains, slashed business and consumer confidence and affected financial
markets. The effects on the global economy are already being felt, and will be substantial, but
the exact magnitude will depend on the length of COVID-19 restrictions.
▪ COVID-19 will severely impact both the supply and demand sides of the economy. At the
same time, monetary policy tools are almost exhausted due to the slow recovery from the
Global Financial Crisis. Interest rates have not recovered, so central banks have to resort to
Quantitative Easing programmes (QEs), but QEs have limited effect on labour markets,
consumer spending and other aspects of the real economy.
▪ Thus, countries have to turn to fiscal stimulus. However, the response to fiscal stimulus will be
limited too as long as people are quarantined in their homes. In the meantime, governments
are helping businesses and citizens by providing emergency loans to cover expenses and
lower the spillover effects through economies, but uncertainty surrounding the pandemic limits
economic activity.
GLOBAL INDUSTRY ENVIRONMENT

▪ COVID-19 represents an unprecedented public health and economic tragedy. The outbreak
has already caused a spike in growth in consumer health categories like cough, cold and
allergy (hay fever) remedies, analgesics, and vitamins and dietary supplements. In many
countries, there has been a run on these products, leading to disrupted supply and product
shortages, as consumers have bought products to relieve common symptoms of COVID-19
and maintain positive health outcomes. COVID-19 is pushing consumers towards products
they already use and trust, rather than experimenting with unfamiliar alternatives. This is
benefitting products that claim to boost immunity and improve general health overall, such as
vitamins, as well as those that can help relieve pain, sore throats and fever, such as
analgesics and cough remedies.
▪ The quality and shape of the public health response to COVID-19 and the underlying structure
of countries’ health systems are both influencing sales of consumer health products.
Countries with broad healthcare coverage, like Taiwan, are promoting medical visits and
prescriptions, while countries without broad coverage, like the US, are forced to rely more on
OTC remedies.
▪ As countries are seeing enforced quarantines, restrictions on travel, and work-from-home
policies, consumers are typically opting for purchases through e-commerce rather than store-
based retailers. This is atypical for OTC drugs, which are usually purchased in-store, but
could signal a broader movement to e-commerce in 2020.
▪ To better understand the impact of COVID-19 on the consumer health industry and what the
crisis could mean for near- and mid-term forecasts, please read the reports, Mapping the
Effects of Coronavirus on Consumer Health (March 2020), and The Coronavirus Basket in
Consumer Health: A Framework for Future Growth (May 2020), which serve as early guides
to forecasting the crisis, with insights on current results, lessons from previous crises on key
categories, and scenarios for understanding the virus’ future impact on the industry.
DISCLAIMER
Forecast closing date: 7 September 2020
Report closing date: 19 November 2020
Analysis and data in this report give full consideration to the impact of COVID-19 on
consumer behaviour and market performance in 2020 and beyond. However, the situation
continues to develop rapidly, and the influence and severity of the pandemic are constantly
evolving. For the very latest insight on COVID-19 and its impact on industries and consumers, at
both global and national level, readers can access strategic analysis and updates
on www.euromonitor.com and via the Passport system, where new content is being added on a
systematic basis.
DEFINITIONS
▪ The total market size given for consumer health is the sum of OTC, sports nutrition, vitamins
and dietary supplements and weight management and wellbeing.
▪ The sum of these categories is greater than actual market size because allergy care is a
duplicate of categories found in cough, cold and allergy (hay fever) remedies, dermatologicals
and eye care; paediatric consumer health is an aggregate of paediatric categories in OTC and
vitamins and dietary supplements; and herbal/traditional products is an aggregate of
herbal/traditional categories in OTC and vitamins and dietary supplements.
▪ 2020 data are provisional and based on part-year estimates.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Directorate General of Health Services
(DGHS)
DRAP (Drug Regulatory Authority of Pakistan)
Drugs Control Organization, Ministry of Health
Health Department Government of Sindh
ICAP
PACRA
Pakistan Medical & Dental Council (PMDC)
PBS (Pakistan Bureau of Statistics)
Pharma Bureau of Pakistan
WHO
Trade Associations Chas A Mendoza
IFPMA - International Federation of

Pharmaceutical Mfg & Association
Millat Distributors Sukkur
Pakistan Medical Association
Pakistan Pharmaceutical Manufacturers

Association
Pharmatec Pakistan Pvt Ltd
PPMA Pakistan Pharmaceutical

Manufacturers' Association
Sona Medicine House Sukkur
Trade Press Business Recorder
Business Recorder Pakistan
Daily Times
Dawn Archives
Dawn News
Dawn News Pakistan
Dawn Newspaper
Geo TV
Nation
Pakistan Observer
Pakistan Today
Profit Magazine
Profit Pakistan Today
Telegraph Media Group Ltd
The Express Tribune
The Nation
The Nation Pakistan
The News
Wyeth Pakistan Ltd
Other Sources Aamir Store
Agha Bros
Akhtar Medical Store
Amhro Research
Business Recorder Article 2
Businness Recorder
Care Pharmacy
College of Physicains & Surgeons Pakistan
Emage.com.pk
Fair Supplies Corp
homeopathy.com.pk
International Journal for Quality & Health Care
IPS News
JPMA Journal of Pakistan Medical Association
Madina Chemist
Manohar Medical Store Ubauro
Mian Medicos
National Medical Store
News International
Nihaal Homeopathic Clinic
Pharma House Sukkur
Punjab Pharmacy
Quality Super Store Karachi
Sagar Medical Store Daharki
Saj Medical Store
Sajjadia Homoepathic Medical Store & Clinic
Sindh Faran Pharmaceutical Distributors
SSD Medical Store Daharki
Tribune
Zafa Pharmaceutical Laboratories (Pvt) Ltd
Zahid Medical Store
Source: Euromonitor International

Consumer Health in Pakistan

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Consumer Health in Pakistan

LIST OF CONTENTS AND TABLES

CONSUMER HEALTH IN PAKISTAN

COVID-19 impact on consumer health

COVID-19 country impact

What next for consumer health?

Pharmaceuticals, 596.3 593.3 667.3 787.2 981.6 962.0

Table 2 Life Expectancy at Birth 2015-2020

Males 65.7 65.9 66.0 66.2 66.3 66.5

OTC 8,924.6 10,363.8 12,175.7 13,993.1 15,984.2 18,968.7

Table 4 Sales of Consumer Health by Category: % Value Growth 2015-2020

% current value growth

OTC 18.7 16.3 112.5

Table 5 NBO Company Shares of Consumer Health: % Value 2016-2020

% retail value rsp

GSK Consumer Healthcare 1.8 1.8 0.4 16.4 17.0

Table 6 LBN Brand Shares of Consumer Health: % Value 2017-2020

% retail value rsp

Vicks Procter & Gamble Co, The - 4.6 4.8 4.9

Benckiser Group Plc Pakistan Ltd

Table 7 Distribution of Consumer Health by Format: % Value 2015-2020

% retail value rsp

Store-Based Retailing 99.3 99.1 98.9 98.7 98.5 98.3

- Non-Grocery Specialists 93.2 93.0 92.7 92.5 92.3 92.0

Table 8 Distribution of Consumer Health by Format and Category: % Value 2020

% retail value rsp

Store-Based Retailing 98.8 0.0 98.8 82.1 98.8 98.8

Store-Based Retailing 98.8

Table 9 Forecast Sales of Consumer Health by Category: Value 2020-2025

OTC 18,968.7 21,805.1 24,696.3 28,194.7 31,943.0 36,182.3

Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2020-2025

% constant value growth

OTC 15.0 13.8 90.7

OTC registration and classification

Vitamins and dietary supplements registration and classification

Self-medication/self-care and preventive medicine

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

Summary 1 Research Sources

DRAP (Drug Regulatory Authority of Pakistan)

Drugs Control Organization, Ministry of Health

Health Department Government of Sindh

Pakistan Medical & Dental Council (PMDC)

PBS (Pakistan Bureau of Statistics)

Pharma Bureau of Pakistan

Trade Associations Chas A Mendoza

IFPMA - International Federation of

Millat Distributors Sukkur

Pakistan Medical Association

Pakistan Pharmaceutical Manufacturers

Pharmatec Pakistan Pvt Ltd

PPMA Pakistan Pharmaceutical

Sona Medicine House Sukkur

Trade Press Business Recorder

Business Recorder Pakistan

Dawn News Pakistan

Profit Pakistan Today

Telegraph Media Group Ltd

The Express Tribune

The Nation Pakistan

Wyeth Pakistan Ltd

Other Sources Aamir Store

Akhtar Medical Store

Business Recorder Article 2