Branded chocolate and confectionery industry of Pakistan

Confectionery and Chocolate industry of Pakistan in 2009 is an analysis of branded (domestically produced) confectionery and chocolate market of Pakistan. The article reveals close estimates of sales turn over of major active players in the industry. It also examines contemporary trends in the local confectionery and chocolate market, with an emphasis on providing some useful information about the structure, norms, challenges and competitive landscape of the industry.
Despite Pakistan’s confectionery and chocolate industry has enjoyed an emerging and growing trend in the recent past yet its size and growth pattern has been far inconsequential compared to other countries of Asia-pacific region. The industry has grown with an average annual rate of 6.5 to 7.5 % during 2002-2008. Domestic brands dominate the market accounting for more than 85% of total value sales of the industry.
The industry as a whole can be divided between two broader sectors namely organized sector (branded segment) and un-organized sectors (generic segment). The branded segment is more of monopolistic in nature where there are nine prominent, active players in the competitive landscape of this sector. However 80% of the industry’s share is being enjoyed by the five companies

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Pics. of popular Chocolates and Confectionery brands Pakistan
Branded Confectionery and Chocolate Industry of Pakistan in 2009                                           

Saif Dewan 

 Introduction:

Confectionery and Chocolate industry of Pakistan in 2009 is an analysis of branded (domestically produced) confectionery and chocolate market of Pakistan. The article reveals close estimates of sales turn over of major active players in the industry. It also examines contemporary trends in the local confectionery and chocolate market, with an emphasis on providing some useful information about the structure, norms, challenges and competitive landscape of the industry. Before proceeding to our core topic, it would not be unwise to have a look at the snapshot of country’s socio-economic indicators.     

 Pakistan- Snapshot:

The Islamic Republic of Pakistan is a medium size, densely populated country with over 170 million people living in 796,095 square kilometres. With respect to population and area, Pakistan stands at no. 7 and no.43 respectively among the nations of the world. It is located at Southern Asia, bordering the Arabian Sea, between India on the east and Iran and Afghanistan on the west and China in the north.

Pakistan, an impoverished and underdeveloped country, has suffered from decades of internal political disputes, low levels of foreign investment, and declining exports of manufactures. Faced with untenable budgetary deficits, high inflation, and haemorrhaging foreign exchange reserves.

During 2004-07 GDP growth has been within the range of 6-8%. Inflation remains the top concern among the public, jumping from 7.7% in 2007 to 20.8% in 2008, primarily because of rising world fuel and commodity prices. In addition, the Pakistani rupee has depreciated significantly as a result of political and economic instability.

 Confectionery and Chocolate Industry – An overview:

Despite Pakistan’s confectionery and chocolate industry has enjoyed an emerging and growing trend in the recent past yet its size and growth pattern has been far inconsequential compared to other countries of Asia-pacific region. The industry has grown with an average annual rate of 6.5 to 7.5 % during 2002-2008. Domestic brands dominate the market accounting for more than 85% of total value sales of the industry.

The industry as a whole can be divided between two broader sectors namely organized sector (branded segment) and un-organized sectors (generic segment). The branded segment is more of monopolistic in nature where there are nine prominent, active players in the competitive landscape of this sector. However 80% of the industry’s share is being enjoyed by the five companies listed below. A brief overview of major companies’ estimated annual sales in PKR (1 US$= 83 PKR) is as follows:

 

Company name Major Product lines Major brands Estimated annual turn-over PKR.(1US$=83PKR) Share %
Hilal Candy, Bubble, Jellies, Chocolates, Beans, powder Drinks, Supari Ding Dong Bubble, Fresh up bubble, Tulsi, AamRus, Kopra candy Limopani  3.5 billion 26%
Ismail Industries Ltd.(Candyland) Jellies, candies, lollypops, Chocolates, Biscuits, Snacks etc. Chillimili,  Fanty candy, Now, Bisconi Chocolito, Cocomo,  Snack city, Sonnet 2.8 billion 21%
B.P sweets Jellies, candies, lollypops, Chocolates, Biscuits, Bread, Snacks etc. Spacer, Dolphin Jellies, B.P Lollies, Dream Chocolates etc. 1.7 billion 13%
Cadbury’s Chocolates(Countlines and Moulded) Toffees, Chewable mint candies Dairy Milk Chocolate, Éclairs, Softmint, Velvet 1.5 billion 11%
Kidco  Bubbles candies, lollypops, Chocolates etc. 4ever, Centro-bubble, Lollies, Punch candy, Chox 1.20 billion 9%
Mayfair Candies, Toffees, Creamers, Amrood candy, Éclair, Cafe biscuit 0.8 billion 6%
Mitchell’s(only Confectionery & Chocolates) Groceries ( Squashes, Jams, sauces, Chocolates- Moulded and Countlines , Toffees and candies Milk Toffee, Fruit BonBon, Butter Scotch, Jubilee, Golden Hearts 0.70 billion 5%
DanPak Bubble Gum, Lolly Pops, Candies Chini mini, Fresh’ O bubble, Choco Bisco, Milko Sip 0.70 billion 5%
Sweet Hills Candies, Toffees Dr. Milk, NutKut, Love candy , Cow 0.50 billion 4%
TOTAL     13.4 Billion PKR  

 Confectionery and Chocolate Market – An overview

  •  Characteristics: The branded confectionery and chocolate market is highly price elastic and growing with the bulk of sales concentrated in mid-price range products. Urban markets account for the major share and also for a higher penetration rate. Various retail price points exist within the mass market segment of chocolates between the range of PKR 3-25. In Sugar Confectionery major running confectionery items fall into the retail price segment of Rs. 0.50-1.00. The efforts made for the induction of Rs.2 Confectionery unit by industry giants have gone into vain so far. However Rs. 2 and 3 are popular price points for lolly pops and chocolates range. The industry has faced “coin-barrier” issue in sugar confectionery products at least three times during last three decades when all key players unanimously agreed to increase their products’ price due to escalating prices of raw materials (first from 25 paisa to 50 paisa- in mid 80’s, than 50 paisa to Rs. 1 – in mid 90’s and lastly from Rs.1 to Rs.2-in late 2008) whereby the active players of the industry were compelled to raise their prices not less than any thing but 100% because next jump to coin / price denomination was such that they had no way out. It would be interesting for the readers to learn that such moves however have always been proved to be a “bitter pill” for the industry as it brought immense resistance from consumers and trade. In some of the cases decline in sales as a reaction of price increase was so huge that it forced to leading brands to take their decision back yet they were not able to retrieve their original volumes again. Mitchell’s Milk Toffees and Kidco 4ever are classic examples. To avoid and defer this situation (up to last extend) pro-active companies in Pakistani confectionery industry adopt three kinds of strategies , without reducing or with slightly reducing trade margins, namely
  • Reduce the no. of units per pack, unit size, and packaging ( in an endeavour to reduce cost)
  • Compromising in product quality by reducing qty and/or quality of expensive raw material
  • By using close substitute that is available relatively at cheaper price as a replacement of   expensive raw materials
  •   Distribution and Selling strategy: About (70-80) % sugar confectionery and chocolate sales generate through wholesale channel depending upon the nature of product and strategies of manufacturing companies. Almost all but precisely Hilal and B.P rely much on wholesale channel to generate bulk chunk of their total sales. To support their sales through this channel they advertise heavily on electronic media to create brand pull for their brands and subsequently it force retailers to buy these brands from whole sale. The underlying reason behind limited coverage in retail sector by these two companies is they do not have premium priced items that could yield sufficient revenues to make retail distribution viable for their distribution partners so they do a limited coverage in retail sector. Since these companies themselves do not emphasize on retail penetration so their distributors also take an escape route and adopt the way of easy selling through WS. However there are companies like Cadbury, Candyland, Mitchell’s and Mayfair that are fully aware of the importance of retail penetration .Hence these companies pay due importance and attention to retail coverage and subsequently  allocate resources for retail sector. As stated earlier the emphasis of Hilal and B.P has always been on building consumer pull through mass media advertising ( mostly through television) and pushing their brands through wide-spread network of distributors and wholesalers throughout the nation . This combination of “Push & Pull “ has proved to be a successful tool in their cases because the nature of their brands also support this strategy as they produce products of mass market with as low price as Rs.1 , 2 and beyond. Because of this pricing strategy their products are equally popular in rural and urban towns among middle and lower middle class. B.P and Hilal having this advantage enjoy the benefits of a wide-spread distribution network in  300+ towns and over 350 distributors nation wide (as they have more than one distributors in some towns). They always try to adopt cost leadership strategy and generate revenues through high volumes of sales. Frequent launches, re-launches, re-introduction of old brands with slight modifications, withdrawals,   adjustments in packaging, product designing and even recipe changes are common phenomenon in the brands of these two major companies. Contrary to this Cadbury’s , Candyland and Mitchell’s believe on establishing brands and brand equity and therefore protection of quality up to last possible extend remains their top priority.   
  • Popular Brands , Price point and Trades’ margins:

Popular Brands:

In hard-boiled (candy) category: Price range 0.50 paisa-Re.1:  Fanty (Candyland), AamRus (Hilal), Choran Chatni (Hilal), Kopra candy (Hilal), 4ever (Kidco), Butter Scotch (Candyland) and (Mitchell’s), Amrood (Mayfair), Creamers (Mayfair) and Fruit Bonbons (Mitchell’s) are famous brands.

 In soft-boiled (Toffees) category: Price range 0.50 paisa-Re.1: Spacer (B.P) – a brand of 450- 500 million PKR, Milk Toffee (Mitchell’s)- brand worth over 250 million PKR and Éclairs (Cadbury’s) can be ranked top three among others in this category.

As of today (August 2010) there hardly exist any 50 paisa confectionery unit, those that were available, have been switched to Rs.1 price point.
 In Lolly Pops: Price range Re.2- Rs.3/- : twin-lolly (B.P), Paint n Pop (B.P), Kidco Pop (Kidco), Funny Bunny (Candyland) are popular among consumers.

 In Enrobed Chocolate category: Price range Re.1- Rs.5/- :  Jubilee (Mitchell’s), 5 Star ( Cadbury) Perk (Cadbury’s), Now (Candyland), Dream (B.P), Choco Dip (B.P), Kat Kat (B.P)  Unitee (Mitchell’s), Sonnet (Candyland), Luxuree (Mitchell’s), Chox (Kidco) and Paradise (Candyland) enjoy major share in the market.

 In Moulded Chocolate category: Price range Re.2- Rs.10/- :Dairy Milk (Cadbury’s), Cone (B.P), Mr. Bear (B.P) Twin Rabbit (B.P), Golden Hearts ( Mitchell’s), Velvet (Cadbury’s) are famous among other brands.

 In Bubble: Rs.1: Ding Dong (Hilal) in Rs. 1 and recently launched in Rs. 2 as well. The brand has worth about 1000 million PKR, Fresh Up (Hilal) – retail Rs.5/-, Tiger (Mayfair) and Kidco Bubble, Centro (Kidco) are leading brands.

 Though retailer’s margin varies from companies to companies and product to product but generally acceptable margin in local items for retail trade is between 15-25%. It is lower for fast-moving brands and higher in the case of slow-moving items.

 

  • Drivers,  Challenges and Key Trends:

Drivers:

Until mid 80’s chocolates were supposed to be the product of upper and upper middle class segment. In 1983 Mitchell’s Jubilee was launched first time in Pakistani market at Rs.3.50 per bar. Due to its attractive packaging, quality, affordable price and an intact media support the brand received un-matched reception and became a success story in Pakistani industry. The brand is still very popular among masses and available in three different price points at Rs.2, Rs.5 and Rs.10. In early 2000 Cadbury’s introduced quality products with affordable price. The launch of Dairy Milk (Rs.5/-), 5 Star (Rs.5/-), Velvet (Rs.5/-) and Perk (Rs.3) with attractive dispensing-chillers was the turning and revolutionary point for making chocolates the choice for every one. The role of Cadbury’s for expansion of chocolate market in Pakistan will always be written in golden words.

Challenges:

The most common challenges to this industry are soaring prices of raw material, high excise and import duties on raw material, high entry barrier because of strong monopolistic competition and influx of cheap imported brand through gray-Channels.

Trends:

Driven by marketing initiatives, consumer preferences are speedily changing in the favour of chocolates. Independent retailers and wholesalers are still the largest channel contributors however the role of International modern trade (Makro, Metro and HyperStar) is growing at the increasing rate. Foreign or imported brands are successfully targeting the

Lucrative premium segments in urban population. Nestle has recently revamp their sales and distribution management system through appointment of one of the leading distribution house in Pakistan. Large retailers and wholesalers have already started private imports by paying less import duties through tax evasions. The largest bakery and confectionery chain of Lahore is also considering for launching their own chocolate brands in a bid to grow their private label sales. Keeping these positive signs in mind one could expect that future of Chocolate and Confectionery market of Pakistan is promising.

ABOUT THE AUTHOR:

                                                                                                                          Saif Dewan is a Brand, Sales and Distribution management specialist,  an impact player in Business Development strategies, brings with him fifteen years of blended experience of (FMCG) Sales, Marketing and Distribution Management. He has been associated with leading  organizations of Pakistan  including Mitchell’s and B.P sweets where he worked at strategic management positions . Dewan is presently associated with Muller & Phipps Pakistan (Pvt.) Ltd., as Business Development Manager. He has diverse experience in conducting strategic sales management, team building and leadership programs for organizations such as Mitchell’s, B.P Industries, Muller & Phipps Pakistan, Meezan Bank, EFU General Insurance , Premier Agencies and many renowned educational institutions including University of Karachi and SZABIST etc. He received his Hons. and Master’s Degree at the University of Karachi, where he majored in economics, with marketing and management.

 

 

 

 

Author: saif dewan

20 years’ experience of progressive Sales, Marketing, Distribution Management and Business Development as an impact player with leading organizations of Pakistan. I have played an instrumental role in establishing and transforming many businesses in Pakistan that includes but not limited to Mitchell's , Pepsi Cola International - Frito Lays , Nestle ( Confectionery and BF Cereals), Unilever Pakistan (Personal Care) and Ontex Canbebe to name a few . Enjoyed a proven track record of success and leading team effectively to bring value to businesses. I enjoy success and learning through failures, putting my passion into practice for growth and business expansion. Contributing writer : THE CANDY INDUSTRY- U.S.A Visiting Faculty Member : Karachi Institute of Economics and Technology, PAF-KIET Trainer & Facilitator: Conducted strategic sales management, team building and leadership programs for - Mitchell’s, Muller & Phipps Pakistan, Premier Agencies, EFU General Insurance, Meezan Bank and many renowned educational institutions viz. PAF-KIET, MAJU and SZABIST Blogger : Articles on “Chocolate and Confectionery Industry of Pakistan" are on top Google search in its category. Endorsed both internationally and locally by industry experts including Mars, Lindt, PVM, Candy & Snack TODAY, The Candy Industry, Mitchell's, SMEDA and many others. Key Professional Achievements: * Achieved exponential growth (triple digit) and business expansion in Frito-Lays through re-structuring of business model. * Developed and derived sustainability model for The Aman Foundation 100 million US$ AMANAMBULANCE and AMANTELEHEALTH projects. * Business custodian for accounts worth 15 billion PKR at Muller & Phipps - the largest distribution house in Pakistan * Over two decades experience of handling diversified range of products & services portfolio * Derived and transformed many international and local businesses for growth and market expansion * Acquired new accounts through strategic business planning and business development process * Gained hands-on experience of local and international business development , business planning , Import costing , business feasibility, sales & distribution management

93 thoughts on “Branded chocolate and confectionery industry of Pakistan”

  1. I thank to all those who sent their valuable feed back on my article at my hotmail address saif_dewan@hotmail.com, Now you can share your inputs and comments through this blog directly too.

    awaiting to welcome your valuable comments.

    regards

    Saif Dewan
    +92301-8232221

    1. Its a comprehensive and realistic information for making a business plan. I was surprised that only one like was there! It is unfortunate ! Your effort is highly commendable ! I wish you all the best ! Take care

    2. just read if you have done some lat your article on confectionery industry and must say its truly incisive. However i am interested in knowing if you have done some latest work on the same

      1. Thank you Mr.Farook for your input and appreciation on my article. Unfortunately it is not updated coz of time and efforts required. but if any one interested to get the latest data, an exercise could be done with some marginal investment on research.

        my contact detail is given on blog , we can be in touch with each other if required.

        thanks and regards

        Saif dewan

  2. Nice report. Do you currently advise new companies for development of their distribution networks in FMCG products ?

    We have recently established Confectionery division at our company and are looking for Nationwide distributors to assist us in our upcoming confectionery product distribution.

    Regards,

    Raheel Iqbal

    1. Dear Raheel
      Thanks very much for your valuable feedback.
      I myself belong to an MNC distribution house Muller & Phipps Pakistan Ltd -M&P;one of the largest and oldest distribution house in Pakistan. I can assist you in all respect of business. If you wish to contact me , you can reach through my mobile no. 0301-8232221 or saif_dewan@hotmail.com

      regards

      Saif Dewan
      +92301-8232221

  3. Valuable Comments from Chairman of Mitchell’s Fruit Farms Ltd through my hotmail account.

    Dear Saif,
    I really enjoyed reading your impressive article.It was most informative and added to my knowledge about this category.In Pakistan it is hard to come across figures on marketshare of FMCG cos but you seem to have been successful in obtaining reliable data.Your endeavour is praiseworthy.
    Since you asked for feedback I have only one comment:
    The word “Confectionery” I believe encompasses the Sugar Confectionery and Chocolate Confectionery segments so your title is a bit off-the-mark however I may be wrong as you may have intentionally wished to keep the two sectors apart.
    Best regards,
    Mehdi Mohsin

  4. Dear Saif,
    I’ve just gone through your article, imressive effort to say the least. Infact iwas going through google search to get some data about FMCG, but couldn’t find anything substantial. Your study in this feild might be helpful for me I guess. I’m in askari bank and at the moment working on a credit proposal on a big FMCG distributor for a multinational in Pakistan and beed to do some ‘Industry Analysis’ in this regard….

    1. Dear Khurram – thank you for your encouring note/ appreciation. I am presently associated with the leading multinational distribution house of Pakistan. Please do let me know what kind of specific information you are interested in…. I would be pleased to share if posible for me.
      Regards

      Saif Dewan
      +92301-8232221

  5. Hello
    Your report is very interesting I like to know from where you get these statical data of Confectionery industry of Pakistan is there is any authentic source or website ?

    1. Dear Raza- thanks very much for your encouraging note on my article. In Pakistan it is difficult to get statistical data on industry as we don’t have tax bulletin, industry publications or annual reports unfortunately ( as most of the companies are in private sector). However the data that I have acquired is based on my 14 years’ industry experience, relations and contacts. I can assure you these are very close estimates, in certain cases upto 90% close. You may please visit my profile on “linked in” if interested.
      my contact no. is +92301-8232221. would be glad to share views on topics of mutual interest.
      regards
      Saif Dewan
      +92301-8232221

  6. Dear Saif your article is so informative that one can not leave without finishing reading. One who has such knowledge can be instrumental in the industry. I wish we could have more articles to update our knowledge and to get vision of taking decisions in the best interest of organization or our businesses. Regards
    Noman

  7. Dear Saif your article is so informative that one can not leave without completing. One who has such knowledge can be instrumental in any industry. I wish we could have more articles to update our knowledge and to get vision to take decisions in the best interest of organization or our businesses. Regards
    Noman

  8. Very Informative article and is very useful for any one who is in need to know confectionery industry and their current status in pakistan. I am really admire your analyzing capability and way of thinking about confectionery industry. Looking forward to see your future articles.
    Sherjeel Iqbal.

  9. Dear Sherjeel- Many thanks for your valuable inputs and encouraging note on my article.
    soon you will find a new article by start of Feb’2010.
    regards
    Saif Dewan
    +92301-8232221

  10. Hi Saif,
    I emailed you a while back regarding a project, for which I will be needing your assistance.

    Thanks and please reply.

    Keep writing!

  11. Dear Saif

    What an article this is! The most attractive thing is the figures & statistical data you have collected.Your analytical & focusing approach is also good. Kindly include cheaper brands also in your working as they have good share in Pakistan confectionary market.I will appreciate more work from ur side in future like this.

    Regards & keep up good work

    Adnan Gul

    1. Thank you very much Adnan for your encouraging remarks on my article. Actually in cheapers brands / Generic brands collection of data through reliable source is extreamly difficult almost imposible. one could give rough estimates only . Please read my second article on “Globals Chocolate brands and their presence in Pakistan ” available on same blog if you have not read earlier.

      Regards
      Saif Dewan

    1. Dear Azhar- Thank you for your appreciation on my article. Hope you have also read my aticle on ” Global brands …… ” available on same blog. awaiting to receive your comments on that article too.

      regards
      Saif Dewan
      0301-8232221

  12. Dear Mr Dewan

    Many thanks for referring to your previously published research. Both are interesting and informative. For us the two biggest challenges are highlighted by your own findings: (a) that the retail infrastructure is in such a primitive state that our distribution is severely curtailed by temperature control issues, and that (b) our pricing, already premium even before punitive import duties, is extremely far from the normal price points of3-5 PKR

    But the market is evolving fast, and our hopes are high.
    Kind regards

    Graeme Bradstock
    |Head of Region |Lindt & Sprüngli (Schweiz) AG – MEAI Regional Office
    | +971 (4) 331 7001 ext 104 | Mobile +971 (50) 645 9499| Fax +971 (4) 331 7002
    |E-mail:gbradstock@lindt.ae | Web: http://www.lindt.com | PO Box 72155 Dubai, UAE

  13. msg . from Graeme Bradstock

    |Head of Region |Lindt & Sprüngli (Schweiz) AG – MEAI Regional Office
    Dear Mr Dewan

    Many thanks for referring to your previously published research. Both are interesting and informative. For us the two biggest challenges are highlighted by your own findings: (a) that the retail infrastructure is in such a primitive state that our distribution is severely curtailed by temperature control issues, and that (b) our pricing, already premium even before punitive import duties, is extremely far from the normal price points of3-5 PKR

    But the market is evolving fast, and our hopes are high.
    Kind regards

    Graeme Bradstock
    |Head of Region |Lindt & Sprüngli (Schweiz) AG – MEAI Regional Office
    | +971 (4) 331 7001 ext 104 | Mobile +971 (50) 645 9499| Fax +971 (4) 331 7002
    |E-mail:gbradstock@lindt.ae | Web: http://www.lindt.com | PO Box 72155 Dubai

  14. I read your article on Confectionery and Chocolate Industry in Pakistan with an uncanny sense of deja vu, if you get my drift. The issues, problems, restraining factors, opportunities, challenges et al, that you talk of in your report, are inherent to India, as well. We, too, have a huge branded segment and a bigger un-branded one, largely comprising local and regional players of all hues. Our branded players include Cadbury’s, Nestle, Perfetti, Amul, Parle, to name a few. And there’s a plethora of local and regional companies that are very strong on their home-turfs.
    I really enjoyed your work and learned a wee bit about this business in your country.

    Best wishes.

    Rajeev Gogte
    Mumbai, Maharashtra State
    India

    1. Dear Rajeev- Thanks very much for the note of encouragement on my article. Your valuable comments are indeed a source of motivation for me.
      regards

      Saif Dewan

  15. Dear Saif Dewan,

    An excellent input to GALOP Worldwide!

    Would appreciate if you please share with us the statistical research on CHOCLATES in Pakistan as how much is the proportion to the population – economies – potential,

    As it may benefit our Enterpreneueres to Kick-off this Great Opportunity if any?

    Thnx and hope we shall keep benefitting from your well set of Research.

    Regds,
    Nasir Awan
    Head of Strategy & Business Excellence ARG – KSA Group SBU’s Strategy Management Advisor at AAG – Saudi Arabia

    1. Dear Mr. Nasir Awan
      Many thanks for your note of encouragement and appreciation on my articles.
      These articles especially ” branded chocolate and confectionery industry of Pakistan” provides statistical analysis of both chocolate industry and Pakistan as well as a country. Unfortunately due to limitation of blog or perhaps my own knowledge about use of blog , graphical presentation of data could not be provided. Yet I feel it is quite interesting and useful for all especially for those who have interest in this field.
      these article can be searched through google.
      I would be pleased to provide any assistance that may required to anybody interested in this subject /field.

      Thanks once again. Regards
      Saif Dewan
      +92301 8232221

  16. saif…this is really a handful of info and I must say this kind of reports provide strategic support to any confectionery company in Pakistan.Thanks once again for your help….

  17. Thank you Kallol for your kind words of appreciation. I would be pleased to provide any assistance that you may required in future, so please do not hesitate to ask as I love to talk about Confectionery / Chocolates.

    regards

    Saif Dewan

  18. Sir,
    Coming across your article was indeed a highly valuable source of information and knowledge. Thank you very much for sharing this kind of an information on an industry about which one hardly gets to find any relevant data.
    I was conducting an industry analysis and just could not get my hands on something related to domestic chocolate and confectionery industry. Your article has surely sorted out the problem to a great extent.
    I would like to know that can you be contacted if any information related to this industry is required in future?
    Regards, Samia.

    1. Hi Samia
      Thanks very much for your note of appreciation on my article. You may please contact me via email saif_dewan@hotmail.com or phone +92301-8232221.
      if you wish you can read my another article ” Global Top 10 chocolate and confectionery brands and their presence in Pakistan” available on same blog.
      regards
      Saif Dewan

  19. we need to see the products of chocolates and other things just like bounty , snikers, mars, and kit kat need prices c&f yemen.

    thanks and best regards.
    ABDULLAH AHMED ABDULLAH.

    1. Dear Mr. Abdullah- I regret to inform you that we do not deal in Chocolates products . I am only chocolate and confectionery researcher / planner. Can provide you assistance for business planning in Pakistan.

      regards
      Saif Dewan
      +92301 8232221

  20. Dear Saif,

    What a wonderful work that you had done for Confectionery and Chocolate industry but i would like to advise to work on the current trends i.e Telco Comanies. China Mobile, Ufone, Mobilink & Warid.

    What is current market trends and market share.

    Thanks & regards.
    Imtiaz Ahmed
    i

    1. Dear Imtiaz , thanks for encouragement. Actually telecom is not my field. however I will try to write on Biscuit industry that is quite relevant to my industry ( FMCG/ Packaged food industry).
      thanks once again

      regards

      Saif Dewan

      1. We are alcobond alumunium composite panel manufacturers and fabricate retail kiosks for FMCG industries, i would like to share some views with you after sending some 3D architecture models these kiosks can be of immense attraction for consumers and can help in transforming old traditional style architecture outlets into package,branded street merchandising/adverting fixture with more elegant looking structure made of fine finishing material. The ideal fixture places will be educational institutions canteens and high density human and automobile traffic.

  21. Msg. From Aisha Aurakzai

    Assalam-o-alaikum sir,

    I had been searching for material for my assignment and your article has been a big help. My assignment is doing a BCG matrix analysis for any brand or company, and I chose Candyland.

    Candyland has so many products that I am wondering which ones to include in the matrix. If you have any date that would help me with the assignment, I would be pleased and greatful if you could send it.

    And i hope you would continue writing such reports, as it is a big help for us students too.

    Thanks once again for the valuable insight!

    Aisha Aurakzai

    1. Dear Ms. Aisha- Many thanks for your note of appreciation . My appologies for delay in reply. I would be pleased to provide all posible support to you for your assignment, however it would be more appropriate if you could contact someone in brand management of Candyland as they may provide you relevant strategies and detail pertaining to their products. It seems their right first….nonetheless I am available for any support that you may need.
      regards
      Saif Dewan

  22. I give toffee to every child in my clinic. At the start it was mitchells milk toffee but now I am deciding to change to Eclair toffee . I am in search of distributor in Lahore. while doing so i came across to your article. It is a nice and good one. It is rarity in Pakistan to work on such type of topics. Indian websites are full of information and watched by many people. Many viewers may expect to update it regularly and can get some money if you add some add from different toffee company.

    1. Dear Mr. Temur – Thank you very much for your valuable and encouraging feedback on my article. If you like I can arrange Mitchell’s confectionery products ( Fruit Bon Bon- a very nice candy) from our distribution office at lahore ( Muller & Phipps-M&P) Pl confirm. If you want Cadbury’s Eclairs here is the no. of a concerned person at Cadbury, who is a good friend of mine. You may contact him for further detail.
      Farhan Abbas 03214470878.
      regards
      Saif Dewan
      +92301-8232221

  23. Comments from Mr.Parijay Gupta via linkedin Chocolate Industry Professional
    dated 19-Oct-2010

    Read your Blog also, Saif, quite informative!
    Parinjay Gupta
    Business Development Manager- Africa, At IFFCO Group
    Location
    United Arab Emirates
    Industry -Consumer Goods

  24. Dear Saif,

    Your blog has been very useful for us at SMEDA (Karachi office) in conducting a study on the Confectionery sector of the Processed food cluster. I was wondering if it will possible to get in touch with you for further information in this sector as you seem to have the knowledge and experience in this particular area.

    Will be waiting to hear from you.

    Thanks and Regards,
    Maharoop Sheri
    Small and Medium Enterprises Development Authority (SMEDA)
    Federal Ministry of Industries & Production , GOP.

    1. Dear Maharoop
      Thanks very much for your encouraging remarks on my article. And I am glad that you found it useful in your study. Please feel free to contact me at 0301-8232221, 24/7. Would appreciate if you could please provide your contact details including cell no.
      regards
      saif dewan
      +92301-8232221

  25. sir,

    it is an excellent article having highly vauable information.thank you very much for sharing this kind of an information on an industry about which one hardly gets to find any relevant data.
    I have been assigned to work on the sales management structure, policies and procedures of BP industries Pakistan as a part of my term report in sales mangement. I am unable to find any relevant information on the internet.Although your article has helped me alot , bu t i need some more detailed data on my topic .Since you have a good expsoure and expereince of confectionery industry , I assume that you can help me in this regard

    I would like to know that can you help me in providing some relavent data or how can you be contacted for information and help.

    thanks

  26. sir,

    it is an excellent article having highly vauable information.thank you very much for sharing this kind of an information on an industry about which one hardly gets to find any relevant data.
    I have been assigned to work on the sales management structure, policies and procedures of BP industries Pakistan as a part of my term report in sales mangement. I am unable to find any relevant information on the internet.Although your article has helped me alot , bu t i need some more detailed data on my topic .Since you have a good expsoure and expereince of confectionery industry , I assume that you can help me in this regard

    I would like to know that can you help me in providing some relavent data or how can you be contacted for information and help.

    thanks
    Mariam Cassim

    1. Dear Ms. Mariam Arif
      Many thanks for your positive feedback on my article. Please subscribe my blog ( Free “subscription” option available at the bottom of the blog , to get updated information on FMCG industry). I have been associated with B.P Industries as Business Development Manager for almost 2 years, back 2007-2008. I would be pleased to provide data on B.P industries and can be contacted on my cell no. 0301-8232221.
      regards
      Saif Dewan
      0301-8232221

  27. Comments from:
    Steve Forster
    Executive Editor
    Candy & Snack TODAY

    Saif:
    I reviewed the article, thank you. It is a good snapshot of the industry in Pakistan.
    I admire your drive and energy in covering your market and wish you continued success.
    Regards,
    Steve Forster
    Executive Editor
    Candy & Snack TODAY

  28. This is comments from Murat Arıksoy
    Consultant at Mars
    Standort
    Türkei
    Branche
    Management-Beratung

    Hi Saif;

    I just read your report. The overall article is very enlightening, data oriented and professional. Nothing to add on top. Just the currency from time to time may confuse strangers like me (as expected) . If an advise needed about your market in the future; you are going to be the one; for sure.

    Regards

    Murat

  29. Hi Saif,
    Great work! Will you please update the figures with data from 2010? Also would be good if you can give seperate market size and market share estimates for chocolate confectionery and sugar confectionery.
    Thanks and Regards,
    Imran

  30. Hello Saif,

    Your article truly reflects your experience. I enjoyed reading the informative article. I was wondering if you can make an analysis on particularly Biscuits (segment). We can see big names like, Continental biscuits, English Biscuits, Ismail Industries, KM Sulmanji Ismailje & sons and others but I am not able to find the specific figures like individual sale , turnover, market volume or demand. I will appreciate if you can please put some light on this segment.
    Best Regards,
    Qaiser Abbas

    1. Thank You very much Abbas for your appreciation. I have some info. about Biscuit Industry especially about EBM and some other key players and therefore once thought to write on this topic. However this info. is old (as old as 7-8 years, nonetheless I feel it would be still interesting for readers). Your mail has encouraged me to write on it. soon you may find something on it.

      regards

      saif dewan

  31. Assalam-o-Alaikum

    Dear Saif

    You did a great work and really your article is valuable source of information and knowledge.
    Saif I have also been associated with this industry and it will be my pleasure to be the part of your next future work.

    Regards,

    Amar Jalil

    1. Dear Amar Jalil
      Thank you for your kind words. You will be glad to know that it has been published in Int’l US based magazine ” The Candy Industry” March 2011 issue. Its link is also given in my blog. Pl see the caption” Despite odds Pakistan’s confectionery industry continues to grow”
      I have seen that you are associated with Pearl Confectionery- The Sweet Hills brands and would be pleased to be in touch with you now onwards. Please share your contact details.
      regards
      Saif Dewan
      +92301 8232221

  32. Posted by Luis Guijarro in linkedin

    Hello Saif, just read your article and found it very interesting, currently I am analyzing the possibilities in the pakistani market for premium brands (lindt,ritter) but I do not see any mention neither in your article nor in the table showing the market share per brand, while on the other hand I am sure that they have some pressence in the shelves.

    Note that I am considering Cadbury as a mass market brand, with high volumes but focussed in medium-low prices.

    What is it your opinion on the Premium chocolate segment in Pakistan? Does it have scope in the market or it is very slow in volume?

    To give you and idea the product price I am thinking in should be priced in the shelves at around 3 USD

    Posted by Luis Guijarro in linkedin

  33. Comments from : (received via linkedin)
    Mr. Salman Shehryar
    Manager Engineering
    & Business Development
    Almoiz Industries Limited
    Cell: 0092-300-4405872

    Dear Mr. Saif Dewan
    AoA!

    Trust these liens find you in the best of your health and spirits.

    Let me introduce myself. I am Salman Shehryar and I work as Manager Engineering and Business Development for Almoiz Industries Limited. A few days ago I got the opportunity to read your article “Branded Confectionery and Chocolate Industry of Pakistan in 2009” from the net and found it very informative. The article gives the overview of the confectionery and chocolate industry from market share and key players view point, highlights briefly the distribution and selling strategies of various brands, indicates the popular brands and their price ranges and It also briefly highlights the drivers, challenges and the key trends.

    The only thing that is missing is the source of your data. You have not disclosed any source of the relevant data. Would you be kind enough to share with me the source in order to develop the credibility of this beautiful piece of writing.

    I would certainly wait for your kind response and kindly feel free to contact in case of any query.

    With best regards
    Salman Shehryar
    Manager Engineering
    & Business Development
    Almoiz Industries Limited
    Cell: 0092-300-4405872

  34. Dear Mr. Salman Shehryar,
    Thank you so much for your note of appreciation on my article.
    Regarding your query about data source, as you know, in Pakistan it is difficult to get statistical data on industry as we don’t have any tax bulletin, industry publications or annual reports unfortunately, unlike developed world ( as most of the companies in Pakistan are in private sector and those that are listed public companies also don’t reveal much statistics). However the data that I have acquired is based on my 15 years’ industry experience, relations and contacts. I can assure you these are very close estimates, in certain cases upto 90% correct .
    You will be glad to know that it has also been published in Int’l US based magazine ” The Candy Industry” March 2011 issue pg 18-22. Its link is also given in my blog. Pl. see the caption” Despite odds Pakistan’s confectionery industry continues to grow” or you may directly visit http://www.candyindustry.com didital version March 2011 pg 18-22.
    Lets be in touch with each other in future.
    my contact no. is +92301-8232221.
    Regards
    Saif Dewan

  35. Dear Saif,
    I have studied your whole article two times. I really got such figures and ideas for confectionery industry as i am going to start my own confectionery business soon.
    Keep it up dear.

    Regards
    Muhammad Luqman

      1. Dear Saif,
        me, Muhammad Luqman is again here. Saif! have you ever written any article about diffiulties of a confectioner and also the machine equipments regarding confectionery? if yes then please mention.

  36. Dear Mr Saif Dewan.

    AoA.
    Hope you will be doing great.i just go through your blog on Branded chocolates and confectionary industry after almost 2 years and im feeling sad that i m too late to read this.It was a wonderfull effort really accept my belated congra on this blog.Further im also doing my university thesis on the topic of “Challenges on confectionary industrty in karachi” so may be i should need your help regarding this topic kindly acknowledge me if your are available for me.

    Thanks

    Regards
    Muhammad Kashif
    Manager sales
    KM Food industries(pvt) Ltd.
    0333-2335912

  37. can you please provide figures and the same amount of information for the year of 2011? it will of great help. please and thankyou!

  38. dear sir im ramzan from faisalabad want to asrtablish my own hand made chocolate brand like lals or other chocoulate shops in lahore can thuiis be possible?
    i hve food related busines yet please guide me behalf of your reserch
    thanx
    mian ramzan
    mianjan786@hotmail.com
    032316623802

  39. Hi……….
    ur article is really appreciating and informative………i was given an assighnment on confectionary in pakistan …………n nw im sure i’l get full marks due to ur report………thank u so much for sharing ur article……

    1. thanks for feedback! you can take help from article but should try to explore something yourself too. which is the real objective of your assignment I feel….. I would suggest pl don’t go for a short cut. same advise for Kanwal as well,…. student and working on same topic for her assignment. need any further help you may contact me.

      regards

      SaiF Dewan

  40. Salam .
    Sir Saif Dewan Sb,
    I Hope you will be doing great. I just go through your blog on Branded chocolates and confectionery industry. I am so happy to see this. I am student of MS marketing and MY brother has 3 years experience in FMCG market of Faisalabad. He want to start distribution as business. We have not so much capital. so I need ur help for starting actions. kindly acknowledge me if u can help for me for this regard. Reply me on Sulaman_iiu@yahoo.com

    Thanks
    &
    Regards
    Muhammad Sulaman
    MS Marketing.
    0323-6656871

  41. Dear Dewan Sb.,

    Hats off to you on apprising very rich information on confectionery products market
    size of Pakistan, what a greedy less personality you are? This thing stimulated me
    to pay you homage on this valuable statistical figure.

    Your information would strengthen our vision on confectionery making in coming
    times.

    Mian Riyaz Ahmed
    Director, Shafiq Automotive Industries, Export Leader since 1998(Markets Middle East & Africa. my email # mrahmed1562@gmail.com

    1. Dear Sir,
      Thanks very much your motivational remarks. I would be pleased to provide any posible support you may need related to Business plan, Marketing /Branding /Pricing, sales and distribution etc.

      regards

      Saif Dewan

  42. Dear Saif,
    Your work is appreciable. I recently joined this industry and looking for the latest competitive data. Mark me a copy of your other write ups or any article that is more related to latest info about the industry.
    Will try to be in contact with you.
    Thanks,

    Shaikh Imtiaz
    MM
    BP Industries

    1. Dear Shaikh Imtiaz,
      Appologies for delay in reply as I was not in the country. And many thanks for your encouragement. will keep in touch.
      rgds
      Saif Dewan
      0301 8232221

  43. sir, Really comprehensive report and still very relevant.any recent update on chocolate industry and market share .it will be really helpful for my project

  44. Pretty section of content. I just stumbled upon your website and in accession
    capital to assert that I acquire actually enjoyed account your blog posts.
    Any way I’ll be subscribing to your feeds and even I achievement you access consistently quickly.

    1. Hi,
      the recepies are availanle on web …. you may go for any commercial website of Cadbury’s or lindt. I am not expert on recepies. its not my domain.
      best

  45. Mr. Dewan your article on confectionery industry of Pakistan was really helpful.It helped me a lot in making the marketing plan but it is disappointing that there are not many articles related to this industry.

  46. Dear Sir,

    We want to buy Confectioneries Such as: Coffee, Biscuits,chocolates and Sweet/candies.

    We are the leading import all kinds Coffee, Biscuits,chocolates and Sweet/candies products, we got your name and address through the right source that your company is the best Manufacturers and Exporters of the mentioned Products in a good quality, of which this is our main lines of business.

    As we win a Supplying Contract of this mentioned products,kindly send to us your lowest Ex-Work prices to enable both of us have a long lasting business relationship with your Company, Our Accra Ghana Market needs a good quality of Products.

    Finally, We needs every prices to be in C&F. Our Port of Seaport,is Tema Harbour Seaport Of Ghana.,
    we waiting to hear your good offers,price list and your good news.

    Yours Faithfully,

    Mr. Emmanuel Oscar Johnson, M. Director.
    Company NAME: Emmanuel Optical Gh Ltd
    Address : FAN MILK JUCTION VIA ABEKUMA ROAD AGAPE DOWN
    ACCRA Ghana
    Telephone; +233 540917464.
    Reply to this Email : emmanueloptical2012import@yahoo.com

  47. HI Saif

    I am currently working on a report on BP Confectionery industry of Pakistan. I need to know the red ocean and blue ocean strategy of BP?

    Since working and gathering some kind of data from internet I came to know that currently they are not diversifying their product or innovation is not upto the standard.

    Can you guide me regarding the blue ocean strategy that BP have recently developed in terms of producing any item or product related to customer oriented rahther than profit.

    Waiting for your response

    Regards

  48. hi saif, your articles reflects your dedication towards your data collection and its highly appreciable.I am studying law from Karachi university. my mam gave me assignment of business plan of any product. i chose cadbury dairy milk. can you share blog related to top confectioneries in Pakistan recent survey of 2015 but i need quick reply plzz.

  49. Dear Saif Dewan,
    Your article is very nice and interesting.
    In this time, most of the people not sincere when you ask for confectionery business.
    actually, i need to do the wholesale business shop of confectionery in Haripur Hazara or Abbottabad.
    If you can give some good suggestion or contact numbers for suggestion or distribution.

    waiting for your positive response.
    thanks and best regards

    Kamran Ali
    0303-9850058
    k.ali365@gmail.com

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