Haleon Pakistan's Strategic Move to Manufacture Centrum Multivitamins

Haleon Pakistan, a subsidiary of the British consumer healthcare firm Haleon, has announced plans to commence the manufacturing of the multivitamin brand Centrum in the country. This strategic move aims to bolster domestic sales and facilitate export opportunities, aligning with the company's broader objectives to enhance market presence amidst a period of reduced inflation.

The CEO of Haleon Pakistan, Farhan Muhammad Haroon, revealed that the company also intends to expand its pain management product line next year by introducing the Panadol range, specifically targeting menstrual pain and migraines. Haroon emphasized the significant potential in the Vitamin Mineral Supplement market in Pakistan, which currently stands at 24 billion rupees ($86.30 million), not including the grey market.

With existing vitamin products CAC-1000 Plus and Qalsium-D already contributing 7.5 billion rupees ($26.97 million) to this market, Haleon Pakistan aims to capture an additional 7 to 8 per cent of the remaining market share with the launch of Centrum. The company plans to introduce Centrum in smaller packaging to accommodate the diminished purchasing power of consumers, a consequence of the recent high inflation rates in the country.

Initially, Centrum will be imported for sale in the first quarter of 2025, followed by local manufacturing to create market-specific variants. Haleon Pakistan also has ambitious export plans, targeting 19 countries within the next 1-1.5 years. The company anticipates that exports will contribute at least 10 per cent to its sales in the next two years, up from the current 5 per cent-6 per cent.

This strategic expansion underscores Haleon Pakistan's commitment to enhancing local production capabilities, having invested $10 million in 2022 to support these efforts.