Pakistan protein market sizing
I combined market research with visits to over 30 pharmacies to estimate demand.
- Excel
- Market sizing
- Field research
Read the approach & limitations
To assess the protein powder opportunity for Healthy Herbals, I combined desk research and field observations into a market-sizing model for Pakistan and individual cities. The demo below makes the assumptions behind the total, serviceable, and obtainable market explicit and editable.
How the research connected
- Field research. I visited 30+ pharmacies in Lahore to check the desk research against the market.
- Market sizing. The model on this page.
- Funding view. I reviewed 10+ venture capital firms to see who funds this space and what they look for.
- Recommendations. Market reports that helped management refine products and go-to-market plans.
The research covered whey protein, lozenges, Korean ginseng, and women’s hormonal supplements. This model is the protein powder piece.
About 1.2 g per kg of body weight for a 66 kg adult, 3 sessions a week.
Total market (TAM)Every gym-goer buying the protein they need.
Serviceable market (SAM)Gym-goers who already spend on protein supplements.
Obtainable market (SOM)Your share of the serviceable market.
Annual values in Pakistani rupees. Bar widths show the order of the funnel, not scale. The US dollar figure uses PKR 280 to the dollar.