Market Trends of Pakistan Frozen Food Industry
Rising Demand for Convenience Food
- Robust demand for convenience food in the country has increased owing to major factors such as growing urbanization, time-pressed schedules, and women joining the workforce. Pertaining to the growing working-class population and evolving consumer lifestyle, a notable rise is observed in the expenditure for convenience food products, such as frozen foods. Urban consumers of Pakistan have shown huge interest in products offering greater convenience against price. Thereby, the growing preference for convenience over price is a major factor fuelling the market growth.
- Meanwhile, younger consumers with disposable incomes are more likely to try new products (many of which are convenient food products) and have non-traditional eating habits. In addition, they eat out more often, which is burgeoning the demand for frozen food across the country. Furthermore, the development or innovation of frozen food products, including pizza, sausages, plain chicken, and other frozen food items with low fat, low cholesterol, whole wheat, and artificial components, is also anticipated to increase demand in the country.
- Owing to fast-paced lifestyles and the need for a quick meal or snack among adults, there has been a growing demand for healthy and convenient food that can be consumed instantly. Frozen food products are considered to provide that benefit as most of them can be cooked within less time for consumption. These factors have been propelling the market growth.
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Expanding Packaged Food Category is Benefitting Frozen Food Market
- A surge in sales of packaged food products, as rising disposable incomes and a growing middle class often lead to an increase in consumer spending on convenience products like packaged foods. The growth of organized retail and e-grocery is also a significant driver of packaged food sales in Pakistan, as these distribution channels make it easier for consumers to access and purchase a wide variety of packaged food products, including frozen foods.
- Meanwhile, to gain consumers' interest by targeting religious beliefs, companies like PK foods, National Foods, and UK Frozen foods are positioning their frozen ready-meal products with claims such as being halal-certified.
- Furthermore, the growing concerns about obesity and other lifestyle-related diseases have urged consumers to pay close attention to nutritional labeling, leading manufacturers to introduce meals with value-added nutrients and claims, such as low fat and no added preservatives.
- Another perk associated with frozen meals is that they are free from contamination, thus, becoming an attractive alternative among consumers, boosting sales of the segment.
