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Despite rising prices, Pakistan’s love for sugar remains unshaken
https://www.aljazeera.com/features/2025/3/21/despite-rising-prices-...
Pakistan’s total sugar production for the current financial year, which will end in July 2025, is forecasted at 6.8 million tonnes, while consumption is expected to be about 6.7 million tonnes.
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With overall inflation down and costs of other commodities stable, consumers are willing to pay more for sugar, especially during Ramadan, even as the government scrambles to curb prices.
Islamabad, Pakistan – When Ayesha Khan, a mother of four, was buying groceries for her family this week, sugar was high on her shopping list.
A few miles away in the corridors of power, Pakistan’s government and bureaucrats were trying to thrash out a fix for sugar’s soaring prices. But for Khan, buying sugar was a necessity.
“It has been almost 20 days since Ramadan began, and this will be the third time I am buying a five-kilogramme bag of sugar for the family,” Khan, who is in her 30s, told Al Jazeera while shopping in an Islamabad market frequented mostly by middle-class customers.
“What can I say? We all have a sweet tooth, and we love our sugary tea and rooh afza!” she added, laughing, referring to the popular rose-flavoured beverage.
General inflation in the country has trended downwards over the past year, with inflation crashing from 23.06 percent in February 2024 to 1.5 percent in February this year. This was after inflation had reached a record high of 38 percent in May 2023.
However, over the past few months, the price of sugar has increased by nearly 22 percent, rising from 140 rupees per kilogramme ($0.50) in January to 171 rupees per kilogramme ($0.61) in the second week of March, according to Pakistan’s Bureau of Statistics.
But in the markets of Islamabad, many customers said that the increase in sugar prices was only a pinch, not a punch, to their wallets, adding that the stability of prices for other key commodities such as milk, wheat and rice helped them balance their budgets.
Mohammad Shehzad, 27, was buying jalebi – a spiral-shaped South Asian dessert made from all-purpose flour and soaked in hot sugar syrup.
He said that while Ramadan usually brought a slight increase in the prices of nearly every commodity, things had been worse in previous years.
“We do love to add sugar to our tea and desserts, of course, but because our overall expenditure is under control, the increase in sugar prices has not hurt us too much,” he told Al Jazeera while placing an order for three kilogrammes of jalebi, sold for 650 rupees ($2.32) per kilogramme, for an iftar dinner at his house.
Ramadan, with its daily rituals of suhoor and iftar — the predawn and post-sunset meals, respectively — often brings a slightly higher consumption of various food items.
Wajid Mehmood, the manager of Shikarpuri Sweets, the dessert shop where Shehzad was buying jalebi from, said that while the overall input cost had increased due to rising sugar prices, it had mainly affected profit margins.
“We purchase about 10 to 12 bags per day, each weighing 50kg, for our six branches. One bag currently costs us 8,500 rupees ($30). Before Ramadan, it cost us 7,800 rupees ($27) per bag,” he said.
However, Mehmood said that the shop owners had decided not to pass the increased cost on to customers during Ramadan.
“Maybe the price will be raised a little at Eid,” he said, referring to the festive period that follows the month of fasting.
For some, like Muhammad Zahid, a juice vendor who has run his roadside stall for the past 32 years, pricing depends on a combination of factors, including increases in the prices of both sugar and fruits, such as apples, bananas and oranges. During Ramadan, he has no customers during the day.
“With Ramadan, my sugar requirements have naturally gone down, so my daily usage is between two to three kilogrammes, costing me 165 rupees ($0.59) per kilogramme these days,” he said while slicing fruits.
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