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72%

67%

64%

1981 1998 2017

The

PAKISTAN

Population in %

60.4

89.3

132.2

Population in Millions

Source: GOP Census 2017

http://www.foresight.com.pk/


• Rural population resides in 'villages’ while urban population lives in

cities/ towns. As per 2017 census, urban population of 75,584,989

lives in 475 cities/towns while rural population of 132,189,531 lives in

45,752 villages

• All places declared as Municipal Committee (MC), Town Committee

(TC) or Cantonment Board (CB) constitute Urban Pakistan.

• Any area, which is not covered by the definition of urban, is Rural.

• Major differences between urban and rural areas are the size of

location (cities are much bigger than villages) and are thus more

dense in population, occupation of inhabitants (very few in urban are

agriculture related), literacy and in access to amenities.

How is Rural Pakistan defined?




Share of Rural Population: 1981-2017

72% 67% 64%

57%51% 48%

Category 1

f r|Except Sindh, face of Pakistan remains rural despite steady decline in its share in total population

1981 1998 2017

SINDH

84%76%

72%

Category 1

72% 69%63%

Category 1

100%97% 97%

Category 1

BALUCHISTAN PUNJAB KPK FATA

Total Rural Population in Percentage

85% 83% 81%

Category 1




Province Share in Urban Population

Province Share in Rural Population

Sind Baluchistan Punjab KPK FATA

Punjab dominates both urban & rural parts of the country despite Sind being the most urbanized

province. Though overall Sind has more population than KPK, within rural later is slightly bigger

than former

19982017

17%18%

6% 7%

57%53%

17%19%

3%4%

19982017

34%34%

4%4%

53% 53%

7% 7%

1% 0%

f r|




Agriculture share in Economy & Labor force

GDPLabor Force

20%

42%

Share of Labor force in agriculture is already declining

Agriculture has long become subordinate to industry (20% contribution to GDP), though majority

of labor force (mainly rural) is associated with the sector and therefore is less productive. So, in

about a decade agriculture will not be a chief profession even in rural !

f r|

30.00

35.00

40.00

45.00

50.00

55.00

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Source: Labor force survey



Literacy – Population 10 Years & Older

Literacy by Urban & Rural AND by Gender

64

82

37

69

51

76

0 20 40 60 80 100

Rural

Urban

Rural

Urban

Rural

Urban

Mal

eFe

mal

eO

vera

ll

77

77

66

65

55

42

49

37

PUNJA B S IND H KPK BA LUCHISTA N

Urban Rural

Source: PSLM-(2015-16)

Literacy by Urban & Rural and by Province

Low female literacy is pulling down the overall rural literacy ratio, more so in Sind & Baluchistan!



45,283

30,110

29% 10%

Rural population earns less despite being economically more active, as they are less skilled &

work less efficiently

f r|

Labor force participation

rate

Females as a percentage of

Labor force

Unemployment rate

49% 39%49% 39% 5% 8 %

Monthly household

income

% of labor force with agriculture

Unpaid family worker

Literacy

22%8%

Urban Rural

2% 40%

76% 51%

Source: Labor force survey



f r|

Average Household Size, 1998 AND 2017

7.26.3

6.85.7

7.77.87.2

1998 2017

6.9 6.55.5 5.5

6.9 6.56.46.9

1998 2017

Punjab Sindh KPK Baluchistan

URBAN RURAL


Household size is on the decline, more so in urban areas



Rural population owns a house & increasingly living in some sort of a ‘Pacca’ house f r|

OWN RENT FREESUBSIDIZE

RENTRCC/RBC

WOOD/BAMBOO

SHEET/IRON/

CEMENT

IRONGARDER

OTHERBURNT BRICKS

MUD BRICKS/MUD

WOOD OTHER

PUNJAB 90 3 7 0 14 24 2 58 2 98 1 0 0

SINDH 91 1 8 0 5 59 2 35 0 43 46 9 2

KPK 90 4 5 1 28 47 12 13 1 55 18 1 27

BALOCHISTAN 92 2 6 0 2 82 2 14 0 17 76 2 6

OWNERSHIP ROOF MATERIAL BUILDING MATERIAL




Percent Distribution Of Households By Fuel Used For Cooking


Wood/sticks continue to be the fuel for cooking in rural households across provinces

82

17

91

15

80

14

60

12

15

69

8

74

19

85

38

86

314

111

1 2 2 2

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urban Rural Urban Rural Urban Rural Urban Rural


16

85

73

13

11

2

0% 20% 40% 60% 80% 100%

Rural

Urban

GAS/OIL WOOD/STICKS OTHER

By Urban & Rural By Provinces



99 93 99

82

99 96 98

74

15

1

8

11 2

20

0 1 0

3

00 0

4

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



90

99

6

1

1

0

3

0

0% 20% 40% 60% 80% 100%

Rural

Urban

ELECTRICITY GAS/OIL WOOD &CANDLE OTHER


Electricity has reached across Rural with a few exceptions in Baluchistan & Sind

Percent Distribution Of Households By Fuel Used For Lighting

By Urban & Rural By Provinces



Poor water accessibility in rural Baluchistan

Households by Type of Toilet (%)


Rural Punjab & KPK are more developed than the other two provinces

98

70

97

31

97

71 78

14

1

6

3

53

2

1522

68

1

24

116

114

0

18

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



FLUSH NON FLUSH NO TOILET

35

9

69

7

55

30

69

20

7

38

8

63

7

14

3

8

4047

1112 32

25

11

21

1

11 8

4

9

1

15

184 11 9 3

22 17

36

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%



TAP WATER HAND PUMP MOTOR PUMP DUG WELL OTHERS

Households by Source of Drinking Water (%)

Around 4/5th of Rural households have toilets, a non-flush in case of Baluchistan & Sind while a flush one in other provinces



f r|

RURAL ONE

ROOM2 - 4

ROOMS5 & MORE ROOMS

PUNJAB 28 66 6

SINDH 47 52 1

KPK 17 74 9

BALOCHISTAN 17 77 6

Not only rural households are large in size, they live in relatively small houses & hence more

people share a single room

URBAN ONE

ROOM2 - 4

ROOMS5 & MORE ROOMS

PUNJAB 24 68 8

SINDH 25 71 4

KPK 17 69 14

BALOCHISTAN 13 75 12


RURAL Average Person Per

Room (1998)Average Person Per Room (2017)

PUNJAB 2.7 2.5

SINDH 3.5 2.6

KPK 3.0 2.7

BALOCHISTAN 2.8 2.4

URBAN Average Person Per

Room (1998)Average Person Per Room (2017)

PUNJAB 2.8 2.3

SINDH 2.9 2.2

KPK 3.1 2.5

BALOCHISTAN 3.2 2.3



Shift in paradigm form food to fashion goodsf r|

Percentage of monthly consumption expenditure by commodity groups

Commodity groups2012-13 2013-14 2015-16

RURAL RURAL RURAL

Food & Non Alcoholic Beverages 51 46 42

Alcoholic Beverages, Tobacco - 1 1

Clothing and Foot Wear 10 7 10

Housing, Water, Electricity, Gas and Other 17 17 19

Furnishing, Household Equipment and

Routine Maintenance of the House- 2 3

Health - 4 4

Transport 6 7 5

Communication - 2 2

Recreation & Culture 0 1 1

Education 3 2 2

Restaurants and Hotels - 5 6

Miscellaneous 13 7 5

Source: HIES-(2013-16)



Still lower Per household spend in rural (PKR/month)

327 290

5,272

325 411

6,053

Home Care Personal Care Foods

Urban Rural

f r|Rural offers greater growth opportunities …

58.1

92.2

132.2

Growing population

1981 1998 2017

Source: HHP Data MAT 09’17



Across the categories Rural areas have a lion share in the market

31%45% 37%

69%55% 63%


Urban Rural

Though rural contribution is slightly lesser than their population share

0.87

1.251.041.07

0.860.98


Urban Rural

f r|Rural Pakistan is an important segment & should continue to be targeted …

Source: HHP Data MAT 09’17



f r|… Even within Foods, Rural share is less than its population share in most sub-categories

37%

40%

42%

43%

45%

53%

54%

55%

56%

60%

60%

61%

63%

63%

65%

65%

68%

68%

73%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Hotel & Restaurants

Mutton

Tetra Pack Milk

Mineral Water & Soft Drinks & Juice

Fish

Fruits

Spices

Beef

Chicken

Salt

Bread & Cereals

Rice & Rice Flour

Pulses

Vegetables

Tea

Loose Milk

Sugar

Wheat & Wheat Flour

Ghee

Gur & Shakkar

Source: HIES-(2015-16)

Rural Population Share 64%



Buy small quantities -more frequently

Look for ‘acceptable performance’/ functional

benefits at a reasonable price

Word-of-mouth, very important and credible

Free time is spend with neighbors

(Entertainment and Information)

Buy products that are perceived to be popular: the ‘bandwagon’ effect

Family comes first

Usually feel happy

Education is the only way of prosperity, however, as the children grow the tradeoff between immediate income vs. future income become harder & many still decide for former

Strong belief in religion

f r|Rural Traits



ThankYou


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