Market Trends of Pakistan Bottled Water Industry
Escalating Concern for Quality Drinking Water
- Factors such as the desire to drink healthy water, health concerns, and poor tap water quality in Pakistan are the main reasons for consumers' interest in bottled water. For instance, Pakistan is one of the countries where fluorosis is endemic, and the Thar Desert areas of Sindh province are among the affected areas.
- The groundwater, especially the water in unconfined aquifers, is the primary source of drinking water for people living in those areas of Sindh. Groundwater is mostly available in dug wells, generally at a depth of 30 to 75 meters, which is salty and highly contaminated by the presence of fluoride. Fluorosis is high in such areas, including dental, skeletal, musculoskeletal, and other forms of fluorosis.
- Additionally, the release of untreated industrial waste, unsafe sewage systems, agriculture run-off, and unplanned urbanization has downgraded water quality over the years, especially in the big cities, due to which the urban population has been constant for the past few years. For instance, according to the World Bank, in 2021, the total urban population percentage in Pakistan was 37% which was the same since 2018.
- Furthermore, in March 2023, UNICEF Representative in Pakistan claimed that every day, millions of girls and boys in Pakistan are fighting a losing battle against preventable waterborne diseases and consequential malnutrition which is creating more new opportunities for the players in the market to launch affordable bottled water products to target such consumers.
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Still Water Dominates the Market
- There is a growing demand from the people of Pakistan for still water than other types of bottled water, such as sparkling water, and the gap has been increasing very fast. People are becoming more health-conscious and moving away from carbonated soft drinks. The price and easy availability of bottled water inclined a section of the consumers to choose to prefer still water.
- Further, awareness about the purity and safety of bottled water and contamination of drinking water sources are driving the demand for still bottled water in the country. Also, due to the population growth that demands better living standards, the upsurge in demand for still water from Pakistanis is playing a key role in driving the still-bottled water market growth.
- Furthermore, recovering gross domestic product (GDP) growth rates, working population, and improving employment standards are supporting the growth of the overall market. For instance, according to the World Bank, in 2021, the GDP growth of Pakistan reached 6.5%, a significant increase compared to the previous year, in which the GDP growth was -1.3%. Such factors, along with the manufacturers' enthusiasm to launch different products that target different consumer groups, are expected to aid in the market's growth during the forecast period.
