Haleon Pakistan, a subsidiary of the British consumer healthcare firm Haleon, plans to begin local production of the multivitamin brand Centrum. The initiative aims to capture domestic demand and tap into export markets, CEO Farhan Muhammad Haroon revealed in an interview with Reuters.
Expanding Pain Management Range
In addition to Centrum, the company intends to broaden its pain management product portfolio by launching new Panadol variants for menstrual pain and migraines in 2025, Haroon stated.
Vitamin Supplement Market Growth
Pakistan’s Vitamin Mineral Supplement market is valued at approximately Rs24 billion ($86.3 million), excluding the grey market. Haleon already holds a Rs7.5 billion ($26.97 million) market share with products like CAC-1000 Plus and Qalsium-D.
“With the launch of Centrum, we plan to immediately capture 7-8% of the remaining market, a significant share,” Haroon added.
To cater to the country’s reduced purchasing power following inflation rates that hit a multidecade high of 40% last year, Haleon will offer Centrum in smaller, more affordable packaging. Pakistan’s inflation rate has since eased to 4.9% in November.
Two-Phase Launch of Centrum
The first phase of the Centrum rollout in Q1 2025 will involve imported products. In the second phase, local manufacturing will introduce market-specific variants tailored to Pakistani consumers and export demands.
Expanding Export Operations
Haleon already exports CAC-1000 Plus and Voltral Emulgel to Vietnam and the Philippines. The company plans to extend its export footprint to 19 countries within the next 12-18 months, targeting at least 10% of its sales from exports by 2026, up from 5-6% in 2022.
Investment in Local Production
To support its growth strategy, Haleon invested $10 million last year to enhance its local production capabilities, positioning itself for long-term growth in both domestic and international markets.
