1. Consumer Health in Pakistan
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$2400
Discover the latest market trends and uncover sources of future market growth for the Consumer
Health industry in Pakistan with research from Euromonitor's team of in-country analysts.
The Consumer Health in Pakistan market research report includes:
•Analysis of key supply-side and demand trends
•Detailed segmentation of international and local products
•Historic volumes and values, company and brand market shares
•Five year forecasts of market trends and market growth
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
•What is the market size of Consumer Health in Pakistan?
•What are the major brands in Pakistan?
•What are the main trends in OTC Healthcare?
•Why buy this report?
•Gain competitive intelligence about market leaders
•Track key industry trends, opportunities and threats
•Inform your marketing, brand, strategy and market development, sales and supply functions
EXECUTIVE SUMMARY
Consumer health sees steady growth in 2011
Consumer health continued to experience steady growth in Pakistan. High population growth rate,
deteriorating healthcare conditions and rising incidence of seasonal diseases were primary factors
contributing to the growth of the consumer health industry. Natural disasters such as floods also
had a role in the growth of consumer health in Pakistan. The media have taken an improved role
in improving access to information across Pakistan, so more Pakistanis are aware of healthcare
treatments and medications available to them. Even within rural areas of Pakistan, awareness
regarding healthcare is being actively promoted and companies are also increasing their
distribution networks to ensure that basic OTC medicines are available across the country.
Dengue fever outbreak drives demand across certain sectors
In 2011 dengue fever became a major epidemic to deal with across the country, spurring leading
companies to redesign their strategies and focus more on production of some medicines over the
other. Higher demand for acetaminophen in Pakistan particularly affected this category, with
Panadol and Disprin amongst the popular brands which witnessed increased volume sales

2. throughout the year as a result of this outbreak.
Multinational companies continue to dominate in 2011
Multinational companies continued to dominate the consumer health environment in Pakistan in
2011. Local firms are also experiencing phenomenal growth, but the market is dominated by
multinationals because of stronger brand affiliation and better positioning. Additionally, there is an
innate fear amongst Pakistanis that local medicines might compromise quality, because of which
they prefer international medicine. Nonetheless, local companies are emerging and in some
cases, are capturing value shares from multinational companies.
Chemists/pharmacies and parapharmacies/drugstores remain key channels
Chemists/pharmacies and parapharmacies/drugstores still accounted for the majority of consumer
health sales in 2011. The retail landscape of the consumer health industry is changing, and the
rise of urbanisation has brought with it a substantial increase in the number of departmental stores
and hypermarkets across the country. Such retail outlets also carry basic OTC products to cater to
a wider range of consumers. Furthermore, there has also been an increase in internet retailing
pertaining to consumer health products. Pharmagen Pharmacy and Axact Online Pharmacy are
two recent entrants in the cyberworld, providing improved access to consumer health products
through the internet.
Stable future growth prospects for consumer health industry
An increasing population growth rate, deteriorating healthcare conditions and the rising incidence
of disease across the country indicate positive growth opportunities for the consumer health
industry in Pakistan. Better information about medication and increasing awareness amongst the
Pakistani population about health treatments also indicate that the industry will experience growth
over the forecast period. Government initiatives and overwhelming civil response to deteriorating
healthcare conditions ensure that distribution networks will improve and better access to consumer
health products will be possible across all segments of the Pakistani market.
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Major points covered in Table of Contents of this report include
Table of Contents
Consumer Health in Pakistan - Industry Overview
EXECUTIVE SUMMARY
Consumer health sees steady growth in 2011
Dengue fever outbreak drives demand across certain sectors
Multinational companies continue to dominate in 2011
Chemists/pharmacies and parapharmacies/drugstores remain key channels
Stable future growth prospects for consumer health industry
KEY TRENDS AND DEVELOPMENTS
Dengue outbreak has implications on demand for healthcare
Companies push marketing and distribution in economic downturn
Growth in internet retailing

3. MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2006-2011
Table 2 Life Expectancy at Birth 2006-2011
MARKET DATA
Table 3 Sales of Consumer Health by Category: Value 2006-2011
Table 4 Sales of Consumer Health by Category: % Value Growth 2006-2011
Table 5 Consumer Health Company Shares 2007-2011
Table 6 Consumer Health Brand Shares 2008-2011
Table 7 Sales of Consumer Health by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Consumer Health by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Consumer Health by Category: Value 2011-2016
Table 10 Forecast Sales of Consumer Health by Category: % Value Growth 2011-2016
APPENDIX
OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventative medicine
Switches
DEFINITIONS
SOURCES
Summary 1 Research Sources
Consumer Health in Pakistan - Company Profiles
AGP (Pvt) Ltd in Consumer Health (Pakistan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 AGP (Pvt) Ltd: Competitive Position 2011
Highnoon Laboratories Ltd in Consumer Health (Pakistan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Highnoon Laboratories Ltd: Competitive Position 2011
Searle Pakistan Ltd in Consumer Health (Pakistan)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 9 Searle Pakistan Ltd: Production Statistics 2011
COMPETITIVE POSITIONING

4. Summary 10 Searle Pakistan Ltd: Competitive Position 2011
Adult Mouth Care in Pakistan - Category Analysis
HEADLINES
TRENDS
Current value growth of 7% was witnessed in adult mouth care in Pakistan, due to the increasing
prevalence of mouth-related diseases amongst consumers. Companies are also actively investing
in marketing and advertising to educate consumers regarding possible remedies available to them
for various mouth problems, including sores and ulcers.
SWITCHES
COMPETITIVE LANDSCAPE
Abbott Laboratories and Reckitt Benckiser are the long-time market leaders in the category, with
their brands SomoGel and Bonjela catering to a vast majority of the market. In particular, SomoGel
maintained its leading position, benefiting from a loyal pool of customers throughout the review
period.
PROSPECTS
A constant value CAGR of 1% is predicted for the category over the forecast period.
CATEGORY DATA
Table 11 Sales of Adult Mouth Care: Value 2006-2011
Table 12 Sales of Adult Mouth Care: % Value Growth 2006-2011
Table 13 Adult Mouth Care Company Shares 2007-2011
Table 14 Adult Mouth Care Brand Shares 2008-2011
Table 15 Forecast Sales of Adult Mouth Care: Value 2011-2016
Table 16 Forecast Sales of Adult Mouth Care: % Value Growth 2011-2016
Analgesics in Pakistan - Category Analysis
HEADLINES
TRENDS
The onset of dengue fever during 2011 resulted in increased demand for analgesics during 2011,
as it was the most widely recommended medication for sufferers. Consumers who suffered from
fever were particularly concerned that they had caught dengue, and as a result, demand for
paracetamol increased significantly, particularly towards the end of the year.
SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline Pakistan Ltd was the leader in the analgesics category, with a current value
share of 26%. Abbott Laboratories was the second most popular manufacturer of analgesics in
Pakistan. These companies combined accounted for 50% of the total sales of analgesics.
PROSPECTS
Analgesics is expected to show stable growth over the forecast period. The continuing reputation
of paracetamol brands as products which can help address multiple complaints will continue to
ensure stable demand.
CATEGORY DATA
Table 17 Sales of Analgesics by Category: Value 2006-2011
Table 18 Sales of Analgesics by Category: % Value Growth 2006-2011

5. Table 19 Analgesics Company Shares 2007-2011
Table 20 Analgesics Brand Shares 2008-2011
Table 21 Forecast Sales of Analgesics by Category: Value 2011-2016
Table 22 Forecast Sales of Analgesics by Category: % Value Growth 2011-2016
Calming and Sleeping in Pakistan - Category Analysis
HEADLINES
TRENDS
Calming and sleeping products saw current value growth of 24% in 2011, due to changing
lifestyles in Pakistan. As the pace of life picks up, people experience higher levels of stress, which
negatively affects their sleep and psychological health. Increasing education and product supply
also contributed to category sales.
SWITCHES
COMPETITIVE LANDSCAPE
Spenser Pharma Pvt Ltd remained by far the leader with an approximate 39% value share of
calming and sleeping products in 2011. This position was undisputed thanks to its developed
distribution network, whereby most of the company’s production is available in both pharmacies
and non-specialist stores. Moreover the company offers products in different-sized packaging
formats, which gives consumers a chance to choose how much to buy, whilst other companies’
packaging formats are limited in variety.
PROSPECTS
The calming and sleeping category is predicted to see a constant value CAGR of 5% over the
forecast period. This will be due to the growing incidence of stress-related ailments, as well as
rising awareness of stress-relief medicines. Self-medication is expected to grow, positively
impacting performance.
CATEGORY DATA
Table 23 Sales of Calming and Sleeping: Value 2006-2011
Table 24 Sales of Calming and Sleeping: % Value Growth 2006-2011
Table 25 Calming and Sleeping Company Shares 2007-2011
Table 26 Calming and Sleeping Brand Shares 2008-2011
Table 27 Forecast Sales of Calming and Sleeping: Value 2011-2016
Table 28 Forecast Sales of Calming and Sleeping: % Value Growth 2011-2016
Cough, Cold and Allergy (Hay Fever) Remedies in Pakistan - Category Analysis
HEADLINES
TRENDS
Regular weather change is an ongoing phenomenon in Pakistan, causing coughs, colds and
allergies on a regular basis. The year 2011 was worse because the situation was aggravated by
the floods in southern Punjab and Sindh. More health awareness about the use of medication as
soon as symptoms of a cough, cold or allergy are felt has led to substantial increase in sales of the
category over the years.
SWITCHES
COMPETITIVE LANDSCAPE
Johnson & Johnson Pakistan was leading the category in 2011, with a value share of 12%. Procter

6. and Gamble Pakistan was the second leader with a 10% value share.
PROSPECTS
5% constant value CAGR is expected for the forecast period. Population increase and increasing
awareness amongst people regarding treatments available will be most responsible for this
growth.
CATEGORY DATA
Table 29 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value 2006-2011
Table 30 Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value Growth
2006-2011
Table 31 Cough, Cold and Allergy (Hay Fever) Remedies Company Shares 2007-2011
Table 32 Cough, Cold and Allergy (Hay Fever) Remedies Brand Shares 2008-2011
Table 33 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: Value
2011-2016
Table 34 Forecast Sales of Cough, Cold and Allergy (Hay Fever) Remedies by Category: % Value
Growth 2011-2016
Digestive Remedies in Pakistan - Category Analysis
HEADLINES
TRENDS
Digestive remedies witnessed continued demand throughout the review period, mainly due to the
ongoing lack of clean water around the country.
SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline Pakistan Ltd and Johnson & Johnson Pakistan led sales in 2011 with value
shares of 10% and 9% respectively. These multinationals enjoy a high level of credibility amongst
consumers due to their established brands. Eno Salt is an antacid produced by GlaxoSmithKline,
which is marketed through TV advertisements; it is not prescribed by doctors.
PROSPECTS
A constant value CAGR of 4% is predicted for the forecast period. Growth is expected in the
category because of the increasing unavailability of clean drinking water and gastrointestinal
problems caused by concurrent natural disasters like floods. Unhealthy eating habits also play a
major role in the expected increase of the category.
CATEGORY DATA
Table 35 Sales of Digestive Remedies by Category: Value 2006-2011
Table 36 Sales of Digestive Remedies by Category: % Value Growth 2006-2011
Table 37 Digestive Remedies Company Shares 2007-2011
Table 38 Digestive Remedies Brand Shares 2008-2011
Table 39 Forecast Sales of Digestive Remedies by Category: Value 2011-2016
Table 40 Forecast Sales of Digestive Remedies by Category: % Value Growth 2011-2016
Ear Care in Pakistan - Category Analysis
HEADLINES
TRENDS
Current value growth of 16% was seen in ear care in 2011. The category remained extremely

7. small in the country. However, high growth can be attributed to the growing incidence of ear
problems in Pakistan, the most common of which is water entering the ears, a common aftermath
of floods.
SWITCHES
COMPETITIVE LANDSCAPE
GlaxoSmithKline was the market leader in the category, with a current value share of 45%, mainly
attributed to Betnesol-N Ear Drops, its leading ear care brand.
PROSPECTS
A constant value CAGR of 1% is expected over the forecast period, underlined by minimal activity
expected from key players such as GlaxoSmithKline.
CATEGORY DATA
Table 41 Sales of Ear Care: Value 2006-2011
Table 42 Sales of Ear Care: % Value Growth 2006-2011
Table 43 Ear Care Company Shares 2007-2011
Table 44 Ear Care Brand Shares 2008-2011
Table 45 Forecast Sales of Ear Care: Value 2011-2016
Table 46 Forecast Sales of Ear Care: % Value Growth 2011-2016
Eye Care in Pakistan - Category Analysis
HEADLINES
TRENDS
Growth of 19% in terms of value was seen in eye care in 2011. Long hours of work on computers
and degradation of the environment combine to pose problems for the eyes, like dryness or
redness. Medicines are consumed not only to combat these problems, but also for prevention of
any such symptoms. Eye diseases like rheum are extremely common in Pakistan, and there is a
widespread epidemic each year of such eye infections. Such factors contribute to the high growth
of the category.
SWITCHES
COMPETITIVE LANDSCAPE
Schazoo Laboratories and Ethical Laboratories remained the leaders in eye care in terms of value
share, with their products Curine and Fresh Eye Drops being the brand leaders in the category.
These products are well established and distributed in the market, to the extent that they are the
top choices for customers at pharmacies and drugstores. Even pharmacists prefer these brands to
others when customers do not request any specific eye care brand.
PROSPECTS
A constant value CAGR of 5% is expected for the forecast period, owing to the increasing
prevalence of eye problems like infections and dryness caused by pollution and increased time
spent looking at computers or televisions.
CATEGORY DATA
Table 47 Sales of Eye Care by Category: Value 2006-2011
Table 48 Sales of Eye Care by Category: % Value Growth 2006-2011
Table 49 Standard Eye Care by Format: % Value Breakdown 2007-2011
Table 50 Standard Eye Care by Positioning 2007-2011

8. Table 51 Eye Care Company Shares 2007-2011
Table 52 Eye Care Brand Shares 2008-2011
Table 53 Forecast Sales of Eye Care by Category: Value 2011-2016
Table 54 Forecast Sales of Eye Care by Category: % Value Growth 2011-2016
Herbal/Traditional Products in Pakistan - Category Analysis
HEADLINES
TRENDS
Demand for herbal products in Pakistan is high, because of the perceived benefits these products
have, and the fact that they have no associated side effects. Benefits are communicated by the
elderly who strongly recommend the use of herbal products to cure certain ailments.
COMPETITIVE LANDSCAPE
The main leader driving sales in 2011 was Qarshi Industries (Pvt) Ltd, which owns the largest
product portfolio. The company is investing in product development and distribution, using the
benefit of sales through non-specialist channels.
PROSPECTS
Herbal/traditional products is expected to see a constant value CAGR of 2% over the forecast
period. Value growth for herbal products is expected as people are aware of the benefits of herbal
products over standard alternatives. Awareness of these benefits is passed down from one
generation to the next.
CATEGORY DATA
Table 55 Sales of Herbal/Traditional Products: Value 2006-2011
Table 56 Sales of Herbal/Traditional Products: % Value Growth 2006-2011
Table 57 Herbal/Traditional Products Company Shares 2007-2011
Table 58 Herbal/Traditional Products Brand Shares 2008-2011
Table 59 Forecast Sales of Herbal/Traditional Products: Value 2011-2016
Table 60 Forecast Sales of Herbal/Traditional Products: % Value Growth 2011-2016
Medicated Skin Care in Pakistan - Category Analysis
HEADLINES
TRENDS
Pollution and the unhealthy environment continued to contribute to much of the growth of the
category. Personal appearance is also a huge concern for people today, and in order to avoid any
social stigmas, they are highly dependent on medicated skin care.
SWITCHES
COMPETITIVE LANDSCAPE
Abbott Laboratories Pakistan Ltd was the leading company in 2011 with a value share of 36%, as
it has the widest assortment of skin care products and is continuously investing in its distribution
network. Brands including Rashnil are highly advertised through TV channels and are known to
consumers. The company’s brand Selsun is the most popular medicated shampoo brand and has
a wide presence across the market in Pakistan.
PROSPECTS
Medicated skin care is expected to grow into the forecast period, driven by problems caused by
pollution, or merely because of increased awareness regarding benefits of medicated skin care

9. products.
CATEGORY DATA
Table 61 Sales of Medicated Skin Care by Category: Value 2006-2011
Table 62 Sales of Medicated Skin Care by Category: % Value Growth 2006-2011
Table 63 Medicated Skin Care Company Shares by Value 2007-2011
Table 64 Medicated Skin Care Brand Shares 2008-2011
Table 65 Hair Loss Treatments Brand Shares 2008-2011
Table 66 Forecast Sales of Medicated Skin Care by Category: Value 2011-2016
Table 67 Forecast Sales of Medicated Skin Care by Category: % Value Growth 2011-2016
Vitamins and Dietary Supplements in Pakistan - Category Analysis
HEADLINES
TRENDS
Vitamins and dietary supplements products are usually consumed as prescribed by a doctor, but
increasing literacy amongst the Pakistani population and increasing awareness regarding self-
medication have led to the growth of this category.
VITAMINS
DIETARY SUPPLEMENTS
COMPETITIVE LANDSCAPE
GlaxoSmithKline Pakistan Ltd has a wide range of vitamins and dietary supplements, which gives
it an advantage over other companies since it provides a greater choice for customers. Even with
regards to marketing, the company is aggressive in promoting products and awareness. Together
with international experts, the company aims to enhance the understanding of individuals
regarding the use of particular vitamins or supplements.
PROSPECTS
Vitamins and dietary supplements are expected to see a constant value CAGR of 6% over the
forecast period. It is expected that increasing awareness will bring an increasing number of people
to this category each year.
CATEGORY DATA
Table 68 Sales of Vitamins and Dietary Supplements by Category: Value 2006-2011
Table 69 Sales of Vitamins and Dietary Supplements by Category: % Value Growth 2006-2011
Table 70 Dietary Supplements by Positioning 2007-2011
Table 71 Vitamins and Dietary Supplements Company Shares 2007-2011
Table 72 Vitamins and Dietary Supplements Brand Shares 2008-2011
Table 73 Vitamins Brand Shares 2008-2011
Table 74 Dietary Supplements Brand Shares 2008-2011
Table 75 Forecast Sales of Vitamins and Dietary Supplements by Category: Value 2011-2016
Table 76 Forecast Sales of Vitamins and Dietary Supplements by Category: % Value Growth
2011-2016
Weight Management in Pakistan - Category Analysis
HEADLINES
TRENDS
Exercise or a healthy diet is not a part of the average Pakistani’s daily routine, because of which

10. obesity is becoming increasingly common. However, today, more people are aware of the health
complications caused by obesity, because of which there is a large demand for weight
management products. The category is still small because of the perceived side effects of the
products. However, it is experiencing high growth.
COMPETITIVE LANDSCAPE
Getz Pharma was the leading company for weight management products with a current value
share of 26% in 2011, followed by Highnoon Laboratories with a current value share of 22%.
These were the first companies to enter the category; they have a strong foothold in the market
and have stronger brand equity.
PROSPECTS
Weight management is predicted to see ongoing growth over the forecast period with a constant
value CAGR of 2%. This growth will be driven by the increased awareness regarding health
complications associated with obesity.
CATEGORY DATA
Table 77 Sales of Weight Management by Category: Value 2006-2011
Table 78 Sales of Weight Management by Category: % Value Growth 2006-2011
Table 79 Weight Management Company Shares 2007-2011
Table 80 Weight Management Brand Shares 2008-2011
Table 81 Forecast Sales of Weight Management by Category: Value 2011-2016
Table 82 Forecast Sales of Weight Management by Category: % Value Growth 2011-2016
Wound Care in Pakistan - Category Analysis
HEADLINES
TRENDS
This category continued to grow alongside the growth of the literacy rate in the country, and also
doctors spreading the word about these products, particularly in rural areas, had a significant
impact on demand. Moreover, people are increasingly aware of the possible infections that can
result if wounds are cared for ineffectively, so they increasingly take precautionary measures.
COMPETITIVE LANDSCAPE
Uniferoz (Pvt) Ltd and BSN Medical Pakistan (Pvt) Ltd lead the category with their respective
Saniplast and Elastoplast brands. These companies mostly invest in distribution and their
widespread availability is key to their success.
PROSPECTS
It is expected that the category will see a constant value CAGR of 2% over the forecast period.
Constant growth is taking place due to injuries sustained during sport, work and other activities.
Steady growth will continue as there are no likely threats.
CATEGORY DATA
Table 83 Sales of Wound Care by Category: Value 2006-2011
Table 84 Sales of Wound Care by Category: % Value Growth 2006-2011
Table 85 Wound Care Company Shares 2007-2011
Table 86 Wound Care Brand Shares 2008-2011
Table 87 Forecast Sales of Wound Care by Category: Value 2011-2016
Table 88 Forecast Sales of Wound Care by Category: % Value Growth 2011-2016

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