- Brand choices in our country reflect youth aspirations, urban growth, and social media-driven visibility culture
Pakistan, with its population exceeding 240 million as of 2025, presents a dynamic and rapidly evolving consumer market. This South Asian nation, characterized by a growing middle class, youthful demographic, and increasing urbanization, has become a fertile ground for multinational companies (MNCs) to establish their brands. These leading brands, often backed by global giants, compete fiercely with local Pakistani products, shaping consumer choices and responding to rising purchasing power.
Leading Multinational Brands and Their Market Shares
Pakistan hosts a variety of multinational brands across sectors such as fast-moving consumer goods (FMCG), beverages, technology, and pharmaceuticals. Some of the most prominent players include Nestlé, Unilever, PepsiCo, Coca-Cola, and Procter & Gamble (P&G), each commanding significant market shares in their respective categories.
1- Nestlé Pakistan
Nestlé, a Swiss-based multinational, is a dominant force in Pakistan’s FMCG sector, particularly in dairy, beverages, and packaged foods. Its flagship brand, MilkPak, has long been a household name in the ultra-high-temperature (UHT) milk category, though it now faces stiff competition. Nestlé Pakistan’s revenue in recent years has hovered around PKR 110 billion annually, with products like Nescafé coffee, Maggi noodles, and Nestlé Pure Life bottled water contributing significantly. In the UHT milk segment, Nestlé holds approximately 35-40% market share, down from its peak due to competition from local brands like Engro’s Olper’s. In bottled water, Nestlé Pure Life commands over 50% of the market, bolstered by its early entry and widespread distribution.
2- Unilever Pakistan
Unilever, a British-Dutch conglomerate, thrives in Pakistan with brands spanning personal care, home care, and food products. Lux soap, Lifebuoy shampoo, Knorr seasonings, and Wall’s ice cream are among its top performers. Unilever Pakistan’s annual revenue exceeds PKR 100 billion, with a distribution network reaching over 258,000 stores. In the ice cream segment, Wall’s holds a commanding 60-65% market share, while Lifebuoy and Lux dominate personal care with 40-50% shares in their subcategories. Unilever’s success stems from its ability to cater to both premium and budget-conscious consumers.
3- PepsiCo Pakistan
PepsiCo, an American giant, leads in the carbonated soft drinks (CSD) market with Pepsi, alongside snacks like Lay’s and juices like Slice. In the CSD category, PepsiCo holds a 50-55% market share, slightly ahead of its arch-rival Coca-Cola. Lay’s enjoys a 60% share in the packaged snacks market, capitalizing on Pakistan’s growing snack culture. PepsiCo’s revenues in Pakistan are estimated at PKR 50-60 billion annually, driven by aggressive marketing and localization efforts like mango-flavored Slice.
4- Coca-Cola Pakistan
Coca-Cola, another American beverage titan, competes neck-and-neck with PepsiCo, holding a 45-50% share in the CSD market with brands like Coca-Cola, Sprite, and Fanta. Its annual revenue in Pakistan is close to PKR 40-50 billion. Coca-Cola’s strength lies in its global brand recognition and extensive distribution, though it faces challenges from local cola brands like Gourmet.
5- Procter & Gamble (P&G) Pakistan
P&G, an American multinational, excels in personal care and hygiene with brands like Pampers, Always, and Head & Shoulders. Pampers holds a 70% share in the diaper market, while Always commands 50% in menstrual care. P&G’s revenue in Pakistan is estimated at PKR 30-40 billion, reflecting its focus on premium segments.
Competition with Similar Pakistani Products
While multinational brands dominate many categories, Pakistani companies have emerged as formidable competitors, leveraging local insights, affordability, and cultural resonance. This competition is particularly evident in dairy, snacks, beverages, and personal care.
Dairy Sector: Nestlé vs. Engro Foods
Nestlé’s MilkPak once monopolized the UHT milk market, but Engro Foods’ Olper’s, launched in 2006, has overtaken it with a 50-55% market share. Olper’s success is attributed to its aggressive marketing, competitive pricing (PKR 250-300 per liter vs. MilkPak’s PKR 270-320), and alignment with local tastes. Engro’s annual sales in this category exceed PKR 44 billion, outpacing Nestlé’s dairy segment.
Snacks: PepsiCo vs. Ismail Industries
PepsiCo’s Lay’s faces competition from Ismail Industries’ Candyland and Bisconni. Ismail’s brands, with a combined market share of 25-30% in confectionery and snacks, offer lower prices (e.g., PKR 20-50 per pack vs. Lay’s PKR 50-100) and flavors tailored to Pakistani preferences, like spicy chili.
Beverages: PepsiCo/Coca-Cola vs. Gourmet
In the CSD market, local brand Gourmet Cola has gained traction, capturing 5-10% of the market with prices 20-30% lower than Pepsi and Coca-Cola (PKR 50-70 vs. PKR 80-100 per bottle). Its rise reflects a growing preference for homegrown alternatives amid occasional boycotts of Western brands.
Ice Cream: Unilever vs. Engro Foods
Unilever’s Wall’s leads the ice cream market, but Engro’s Omore has secured a 25-30% share with affordable pricing (PKR 30-50 per unit vs. Wall’s PKR 50-100) and localized flavors like mango and kulfi.
Personal Care: Unilever vs. Local Brands
Unilever’s Lux and Lifebuoy compete with local brands like Saeed Ghani and Hamdard, which offer herbal and natural alternatives at lower costs (PKR 50-100 vs. PKR 100-200). These local brands appeal to consumers seeking traditional remedies.
Brand Consciousness and Perceived Quality
One of the primary reasons Pakistani consumers gravitate toward foreign brands is brand consciousness—a belief that international names inherently signify superior quality, reliability, and prestige. Brands like Nestlé Pure Life, Pampers, and Head & Shoulders have cultivated a reputation for consistency and trustworthiness, often backed by decades of global presence. For instance, a consumer choosing Nestlé Pure Life over a local bottled water brand might do so not because of a measurable difference in taste, but because the Nestlé name assures purity and safety—attributes reinforced by its Swiss origins and global marketing.
This perception is partly a legacy of Pakistan’s colonial past and exposure to Western media. Multinational companies (MNCs) invest heavily in research, development, and quality control, which local brands, often constrained by limited resources, struggle to match. A bar of Lux soap or a bottle of Pepsi carries an implicit guarantee of standardized production, whereas local alternatives might be seen as inconsistent. Even when Pakistani brands like Olper’s achieve comparable quality, the foreign brand’s halo effect—amplified by sleek packaging and glossy advertisements—maintains its edge.
Brand Consciousness and Perceived Quality
One of the primary reasons Pakistani consumers gravitate toward foreign brands is brand consciousness—a belief that international names inherently signify superior quality, reliability, and prestige. Brands like Nestlé Pure Life, Pampers, and Head & Shoulders have cultivated a reputation for consistency and trustworthiness, often backed by decades of global presence. For instance, a consumer choosing Nestlé Pure Life over a local bottled water brand might do so not because of a measurable difference in taste, but because the Nestlé name assures purity and safety—attributes reinforced by its Swiss origins and global marketing.
This perception is partly a legacy of Pakistan’s colonial past and exposure to Western media. Multinational companies (MNCs) invest heavily in research, development, and quality control, which local brands, often constrained by limited resources, struggle to match. A bar of Lux soap or a bottle of Pepsi carries an implicit guarantee of standardized production, whereas local alternatives might be seen as inconsistent. Even when Pakistani brands like Olper’s achieve comparable quality, the foreign brand’s halo effect—amplified by sleek packaging and glossy advertisements—maintains its edge.
Feeling Elevated: The Aspirational Appeal
Foreign brands offer Pakistani consumers a sense of elevation, aligning them with a global lifestyle that feels aspirational and modern. Pakistan’s youthful population, with over 60% under 30, is particularly susceptible to this appeal. Owning or consuming products from brands like Apple, Nike, or Coca-Cola connects individuals to a world beyond Pakistan’s borders—a world of affluence, innovation, and glamour often depicted in Hollywood films, social media, and international sports events.
For instance, a teenager sipping Coca-Cola at a local café might feel a subtle boost in self-esteem, associating the drink with American pop culture rather than just a beverage. Similarly, a parent choosing Pampers over a local diaper brand might feel they are providing their child with the best, mirroring the choices of affluent families worldwide. This elevation is not just about the product’s utility but about the identity it confers. Foreign brands tap into the desire to transcend local limitations, offering a psychological escape from economic hardships or social constraints.
Showing Off: Social Status and Peer Influence
In Pakistan’s collectivist society, where social standing and peer perceptions hold immense weight, foreign brands serve as tools for showing off. Displaying a Gucci bag, driving with a Pepsi can in hand, or gifting a box of Ferrero Rocher chocolates signals wealth, taste, and sophistication. This behavior is especially pronounced in urban centers like Karachi, Lahore, and Islamabad, where the middle and upper classes compete to differentiate themselves.
The rise of social media has amplified this trend. Platforms like Instagram and TikTok, with millions of Pakistani users, are flooded with influencers flaunting foreign-branded products—be it L’Oréal makeup or Adidas sneakers. A 2023 survey by Nielsen (indicative of broader trends) found that 70% of urban Pakistani youth consider brand visibility a factor in their purchases, often to impress peers or gain likes online. Even in everyday scenarios, such as serving Lipton tea to guests instead of a local blend, the foreign label subtly elevates the host’s status. Pakistani brands, despite their quality, often lack the showing-off factor that MNCs deliver effortlessly.
To Be Prominent: Standing Out in a Crowded Market
The desire to be prominent—to stand out in a sea of sameness—further fuels the preference for foreign brands. In a market where local products like Tapal tea or National Foods spices dominate through familiarity, foreign alternatives offer distinction. For example, a professional carrying a Starbucks tumbler to a meeting, even if the coffee was brewed locally, signals cosmopolitanism and sets them apart from colleagues with generic mugs. Similarly, a family choosing Maggi noodles over a local snack stands out as trendsetters in their community.
This prominence is tied to globalization’s influence. With over 100 million internet users in Pakistan by 2025, exposure to global trends via YouTube, Netflix, and X has heightened awareness of foreign brands. A Lay’s packet or Sprite bottle isn’t just a snack or drink—it’s a marker of being “in the know,” aligning with international norms. Local brands, while culturally resonant, often blend into the background, lacking the novelty or exclusivity that prominence demands.
Economic Factors and Availability
Beyond psychology, economic factors and availability bolster foreign brand preference. MNCs leverage vast distribution networks, ensuring products like Knorr seasonings or Wall’s ice cream reach even remote areas. In contrast, many Pakistani brands, though growing, struggle with scalability and nationwide penetration. For instance, Nestlé Pure Life is ubiquitous in small-town shops, while local water brands might be regional.
Additionally, Pakistan’s rising purchasing power—fueled by a middle class now exceeding 55% of households and annual remittances of USD 30 billion—enables consumers to afford foreign brands. While local products are often cheaper (Gourmet Cola at PKR 50 vs. Coca-Cola at PKR 80), the price gap is narrowing as incomes rise and inflation stabilizes (projected at 6% in FY25 per IMF forecasts). For many, the extra cost is a worthwhile trade-off for the perceived benefits of foreign branding.
Cultural Shifts and Western Influence
Pakistan’s cultural landscape, shaped by decades of Western influence, plays a pivotal role. From the British colonial era to the post-9/11 influx of American media, foreign brands have long been associated with progress and modernity. Cricket sponsorships by Pepsi or Coca-Cola, Bollywood endorsements of Lux, and Hollywood-inspired fashion trends reinforce this narrative. Even as nationalist sentiments occasionally spark boycotts of Western brands, the underlying allure persists.
Local brands, while improving, often carry a “desi” (local) connotation that some associate with backwardness or mediocrity. Shan spices, despite global success, might be seen as utilitarian compared to Knorr’s sleek, modern image. This cultural bias is especially strong among urban elites and the diaspora-influenced middle class, who view foreign brands as a bridge to the West.
Counterpoints: The Rise of Local Pride
Despite these preferences, a countertrend is emerging. Local brands like Olper’s (outpacing MilkPak), Shan (exported to 70+ countries), and Khaadi (rivaling global fashion labels) are gaining traction, driven by affordability, cultural relevance, and national pride. Campaigns like “Made in Pakistan” resonate with consumers wary of foreign dominance. Yet, these brands must overcome the entrenched allure of their foreign counterparts to shift perceptions fully.
The preference for foreign brands over Pakistani ones in Pakistan is a complex interplay of brand consciousness, aspirational elevation, social showing-off, and the pursuit of prominence. These factors, rooted in psychology and amplified by cultural and economic shifts, reflect a society navigating its identity amid globalization. While foreign brands like Nestlé, Pepsi, and Unilever dominate through trust, status, and visibility, local brands are steadily carving a niche by offering value and heritage. As Pakistan’s consumer market evolves, the balance may tilt—but for now, the foreign brand’s sheen remains a powerful draw, promising not just a product, but a lifestyle.
The author, Nazir Ahmed Shaikh, is a freelance writer, columnist, blogger, and motivational speaker. He writes articles on diversified topics. He can be reached at nazir_shaikh86@hotmail.com