FMCG growth in the urban areas also triggered growth pattern in the rural-semi-urban markets. On account of the good connectivity, adequate road network and availability of basic necessities in rural areas the urbanisation trend has relatively decreased as against the previous decade. These factors allowed our rural market to grow at a greater speed than its urban counterpart. The data collected from various agencies show that rural markets are growing faster than urban markets in certain product categories.

The share of FMCG products in rural/semi-urban markets has crossed 50 percent, durable boasts of 53 percent market share. Therefore it can be assumed that our rural markets are growing faster than urban markets.

Pakistan's semi-urban/rural market with its vast size and demand base offers a huge opportunity to MNCs as well as local companies which they cannot afford to ignore. The rural population is more than two times the urban one. Consequently, a few organisations are creating specific sales team to facilitate different channels of retail trade in these areas. Our youth (aged 15-24) in these areas is playing a far more significant role in influencing the purchases of fast moving and durable consumer goods.

The Rural Opportunity