Unilever Pakistan Says It Is Ahead of Target in Capturing P&G’s Vacated Market Share

Unilever Pakistan says it is ahead of its internal targets in capturing market space left by Procter & Gamble (P&G) following the company’s exit from Pakistan in 2025.

 

Ammad Danish, Unilever Pakistan’s Head of Home Care, said three to four organised players are competing for the market share previously held by P&G, with Unilever among those seeking to benefit from the opportunity. He added that the company’s gains have exceeded its initial expectations, although specific volume and revenue figures were not disclosed.

 

Danish said Unilever’s Home Care business has also recorded market-beating growth over the past 24 to 36 months, supported by restructuring, new product launches and a greater focus on consumers.

 

The company is also expanding Pakistan’s relatively small liquid detergent segment, which currently remains dominated by powder detergents. Danish said the liquid category is growing rapidly as consumer demand increases.

 

Unilever is additionally using artificial intelligence (AI) for planning, market insights, content creation and performance management, with the company saying AI has significantly reduced the time required for certain processes.

 

Looking ahead, Danish said his five-year ambition is for Unilever to become Pakistan’s largest home care business, surpassing Colgate-Palmolive.