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Challenges faced by frozen food market in Pakistan

The new government of Shahbaz Sharif has banned all the imported items in Pakistan which means they have also imposed the restrictions on importing food items from abroad. This will create a more problematic situation for the people that use to buy imported frozen foods from outside Pakistan.

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The life of the people of Pakistan is very busy, the husband and wife go to work and the children go to school. The cooking is difficult for office-going females so they choose Frozen Foods occasionally for the family.

The trend of Frozen Foods in Pakistan is going up day by day. Let’s discuss brands of fresh meat and frozen foods in Pakistan, PK Meat & Food company owned by Saqib Mehmood Butt.

Read more: Increasing consumption of ultra-processed foods a cause for concern for our health

What are Frozen Foods and the trends in Pakistan?

Currently, the new government of Shahbaz Sharif has banned all the imported items in Pakistan which means they have also imposed the restrictions on importing food items from abroad. This will create a more problematic situation for the people that use to buy imported frozen foods from outside Pakistan. Has the industry of Frozen Foods in Pakistan got a chance to enhance its capabilities? It’s an easy and affordable way to get fruits, vegetables, and foods. Frozen Foods are always packed under the supervision of the chefs and cooking staff. Frozen foods never lose their nutrients and flavor, unlike the normal foods that are sold in public places.

They retain vitamins and minerals with no change in protein or fat content, thus the frozen foods become fresh and healthy. Frozen foods consist of Frozen Meat and Fish, Frozen-cooked Ready Meals, Frozen Desserts, Frozen Snacks, and other types. As per the survey, the growth of the frozen food market in Pakistan record significant growth each year since 2016. In 2021 during the COVID period the Frozen Foods industry has gained the number of 25.92, In 2020 it was 25.12 percent, 25 percent in 2019, and 23.92 percentage in 2018, The data compiled by the World Bank Group and Mordor Intelligence. In 2022 First few months the growth increased by more than 3.58% and by 2027 the Frozen Foods market in Pakistan will cross the double amount of labor and trend.

How was PK Meat & Food company founded?

PK Food & Meat company is owned by Saqib Butt, as it is his family business and as per the study they are the meat exporter from Pakistan to other countries since 1996. As per the data collected by the various Food Technologies Monitor, PK Meat & Food Company is Pakistan’s first and largest individual company to export fresh meat.

The market for frozen value-added food products is ever-growing in Pakistan. Even though the market is not so huge yet, mainly because frozen food doesn’t fall under the FMCG. It is more of a luxury product for a specific niche. PK Meat also has a prominent market leader in the market.  PK’s USP is by far the only company to have products in chicken, mutton, and beef, all three under one banner.

Read more: How much sugar is hiding in your healthy food?

What challenges are being faced by the Industry?

The biggest challenge for the company is the country’s energy crisis (shortage) This power shortage presents a challenge for such food brands to penetrate in general trading. This crisis doesn’t allow fragile products like frozen food to be sold in every shop in the country. Opportunities can be a rising trend of using hygienic food products made in factories having international standards.

Also, the overall preference of these products by the educated customers. Another challenge is the imposition of a GST of 17% on the products which has drastically increased the final price for the consumers.

How can the Industry be better?

The Industry has already set foot in the market with ready-to-eat products which can be easily heated and served. PK Meat and Frozen Food Industry spend their budget on up-gradation, providing labor, increasing mass production, and cut down prices, and leveling the product demand.

If the Government of Pakistan can decrease the GST and help the Frozen Food industry technically then this industry will produce so many jobs for the laborers and thus inflation will come down.

 

DJ Kamal Mustafa is a DJ, Music Producer, Pakistani Film Maker & Journalist. The views expressed in this article are the author’s own and do not necessarily reflect the editorial policy of Global Village Space