British healthcare company Haleon is set to begin local production of its popular multivitamin brand Centrum in Pakistan, according to the company’s CEO, Farhan Muhammad Haroon. Speaking to Reuters, Haroon revealed that the company also plans to expand its pain management portfolio in 2025 by introducing Panadol products specifically targeting menstrual pain and migraines.
Haleon is eyeing significant growth in Pakistan’s Vitamin and Mineral Supplement (VMS) market, which is valued at Rs. 24 billion ($86.3 million), excluding the grey market. The company currently holds a Rs. 7.5 billion ($26.97 million) share in this market with products like CAC-1000 Plus and Qalsium-D.
To cater to inflation-hit consumers, Haleon plans to offer smaller bottle sizes of Centrum to make the product more affordable. The initial launch of Centrum in early 2025 will rely on imports, with local manufacturing to follow. The company aims to produce market-specific variants for both domestic and export markets.
Focus on Exports and Local Investment
Haleon has a strong export history, with products like CAC-1000 Plus and Voltral Emulgel already being sold in Vietnam and the Philippines. The company expects exports to contribute at least 10% of its sales within the next two years, up from 5-6% in 2022.
To support its growth strategy, Haleon invested $10 million in Pakistan last year to enhance local production capabilities. The company’s CEO emphasized that local manufacturing of Centrum will not only cater to the Pakistani market but also serve as a hub for exports to other regions.
In addition to its multivitamin line, Haleon plans to expand its pain management offerings in 2025. The company will introduce Panadol products specifically designed for menstrual pain and migraines, further diversifying its portfolio in Pakistan.
Haleon’s plans to manufacture Centrum locally and expand its product line reflect its commitment to strengthening its presence in Pakistan’s healthcare market. With a focus on affordability, local production, and exports, the company is poised to play a significant role in the country’s growing healthcare and wellness sector.
