Pakistan is the fifth most populated country in the world, with a strong dairy tradition but relatively low per-capita cheese consumption compared to Western countries. Cheese is gaining visibility, especially in urban centers, driven by fast food, bakeries, and international influences. For online sellers and exporters, the market combines opportunities in familiar local cheeses with niche demand for imports.
Local Cheese Production and Varieties
Pakistan has a rich culture of fresh dairy products. The most common cheese-like products are:
- Paneer: Widely used in home cooking and restaurants, especially in curries and fried snacks.
- Dahi (yogurt-based products): Not technically cheese but fulfills similar roles in meals.
- Processed cheese slices: Produced by local companies for burgers and sandwiches.
- Mozzarella: Increasingly made locally to supply pizza chains.
Local production is cost-driven, focused on fresh paneer and affordable processed cheese. Artisanal cheese-making exists in small volumes, often catering to urban elites or expatriates.
Market Demand and Consumer Behavior
Cheese consumption in Pakistan is growing but remains concentrated in middle- and upper-class households. Fast food chains (pizza, burgers, sandwiches) account for much of the growth. Paneer remains a daily staple in many vegetarian dishes, while Western cheeses are eaten mostly in cities like Karachi, Lahore, and Islamabad.
Eating patterns:
- Paneer curries in North Indian–influenced cuisine.
- Mozzarella in pizzas from international chains.
- Cheddar and processed slices in burgers and sandwiches.
- Cream cheese in bakeries and dessert cafés.
Customs, Hygiene, and Certification
Importing cheese into Pakistan requires compliance with the Pakistan Standards and Quality Control Authority (PSQCA) and the Pakistan Food Authority (PFA). Key points:
- Importers must hold licenses and ensure halal certification for mass-market acceptance.
- Labels must be in English or Urdu, with clear shelf-life dates, ingredients, and halal markings.
- Pasteurization proof is often required for soft and fresh cheeses.
- Certain mold-ripened cheeses may face delays or restrictions due to microbiological standards.
Packaging and Delivery
Pakistan’s hot climate makes refrigeration critical. Even hard cheeses can spoil without cooling during transport. Packaging should include insulated boxes, gel packs, or dry ice.
Delivery times:
- Urban centers: 1–3 days with cold-chain couriers or express delivery services.
- Tier-2 cities: 3–5 days, depending on infrastructure.
- Rural areas: Cold-chain is limited, so only paneer or processed cheeses made locally are typically available.
Because electricity shortages are common in some regions, sellers must inform consumers about safe storage and provide clear best-before dates.
Online Sales Platforms and Payment
E-commerce is expanding rapidly in Pakistan. Key platforms include:
- Daraz (owned by Alibaba): The largest marketplace, with food and grocery categories.
- Foodpanda Shops: Focused on urban grocery deliveries.
- Metro Cash & Carry online: Popular with businesses and restaurants.
- Independent websites: Small dairies and gourmet shops selling to niche audiences.
Payment methods:
- Cash on Delivery (COD) is still the dominant mode.
- Bank transfers and mobile wallets (Easypaisa, JazzCash) are growing in use.
- Credit/debit cards are less common but essential for premium online shops.
Returns and Customer Expectations
Perishable items like cheese are not usually returnable unless they arrive damaged. Most sellers offer replacements or store credit if spoiled goods are delivered. Customers expect transparency on halal certification, packaging, and freshness. Clear descriptions in Urdu and English build trust.
Practical Checklist for Cheese Exporters to Pakistan
- Focus on halal-certified cheeses with English/Urdu labeling.
- Prioritize mozzarella, cheddar, and cream cheese for fast food and bakery markets.
- Avoid fragile soft cheeses unless reliable cold chains are secured.
- Partner with distributors in Karachi, Lahore, or Islamabad for storage and logistics.
- Offer COD and mobile wallet payments for mass-market acceptance.
- Include safe-storage instructions due to frequent electricity outages.
- Communicate return policies clearly to manage expectations.
Questions and answers
How popular is cheese in Pakistan?
Cheese is gaining popularity in urban centers but remains secondary to traditional dairy products like milk, yogurt, and paneer.
Which cheeses are made domestically?
Paneer, mozzarella for pizzas, processed cheddar slices, and some cream cheese are produced by local dairies.
Which imported cheeses sell best online?
Mozzarella, cheddar, cream cheese, and occasionally specialty imports such as gouda or brie for niche buyers.
What regulations apply to cheese export to Pakistan?
Imports must meet PSQCA and PFA standards, carry halal certification, and have English/Urdu labels with full details.
How should cheese be packaged for Pakistan’s climate?
Insulated boxes with gel packs or dry ice are essential, especially during summer months.
What are the delivery times for cheese in Pakistan?
Urban areas: 1–3 days. Secondary cities: 3–5 days. Rural regions often lack reliable cold chains.
Which online platforms are most important?
Daraz dominates, with Foodpanda and Metro online also significant. Gourmet dairies run their own shops for niche markets.
What payment methods are most used?
Cash on Delivery is standard, while Easypaisa, JazzCash, and bank transfers are increasingly popular.
Can customers return cheese?
No general returns for perishables, but damaged or spoiled products are usually replaced or refunded.
How should exporters approach the Pakistani market?
Start with halal-certified, stable cheeses like mozzarella and cheddar, focus on urban centers, and build trust with transparent packaging and COD-friendly sales.