Tunisia

Flavoured yoghurt has been the most dynamic category in retail volume terms in 2024. The category is benefiting from its popularity among all Tunisian consumers across all income groups, with products offered at competitive prices and featuring a…

Wound care in Tunisia is experiencing a significant increase in unit prices in 2023 compared to previous years.

While wipes in Tunisia registered double-digit percentage value growth, constant value growth was much more moderate, as inflation continued to be high and consumers prioritised essentials, as purchasing power fell. Baby wipes continued to account…

In 2023, wine in Tunisia saw a significant shift as the gap between imported and local wines began to diminish. Although imported wines historically represented less than 3% of total consumption, their presence in upscale restaurants, hotels, and…

Slimming teas is experiencing high demand in Tunisia in 2023, with particular attention being paid to the category leader, BiOrigine Thé Minceur from Laboratoires Vitarmonyl. Tunisian consumers are increasingly seeking natural and holistic approaches…

Tunisia is currently experiencing a shortage of vitamin A due to the fact that the main products that are distributed in the country are imported by the Central Pharmacy, but these are in short supply. This shortage has created challenges in meeting…

Modern grocery retailers, such as supermarkets and hypermarkets, play a pivotal role in the category in Tunisia as the primary sellers of imported toilet care brands. These retailers offer notable international brands like Harpic (Reckitt Benckiser…

In 2023, tobacco in Tunisia faced significant challenges amid notable negative trends at the end of the review period. The prevalence of the illicit trade/parallel trade in tobacco remained very strong, with a remarkable increase in the number of…

While tissue and hygiene in Tunisia registered double-digit percentage current value growth, constant value growth was much more moderate, though still healthy. This was in spite of continuing high inflation and also slower growth in the economy, as…

Like fresh coffee, loose black tea is monopolised by the Office du Commerce de la Tunisie (OCT) in Tunisia for importation and distribution. Due to financial constraints faced by the OCT, leading to an inability to settle payments with international…

Honey is experiencing a surge in demand in Tunisia in 2023, with volume sales recording double-digit growth in the year. This performance can be attributed to a new strategy adopted by local companies, who have shifted from selling unpackaged honey…

Average unit prices of sweet biscuits, snack bars and fruit snacks in Tunisia are experiencing increases, primarily due to high inflation and related rising costs of raw materials, particularly imported ones like wheat and sugar. Brand owners are…

There has been a noticeable rise in the offer and presence of international surface care brands in modern retail channels in Tunisia, such as supermarkets, hypermarkets, discounters and, in some cases, retail e-commerce. The owners of international…

In 2023, sun care sales recorded double-digit growth in retail value terms. This was largely due to inflationary pressures, however, as volume growth maintained a steadier pace. With that said, 3-in-1 and 2-in-1 sun care products represent the latest…

In 2024, consumers of sugar confectionery in Tunisia continue to exhibit significant price-sensitive purchasing choices. This consumer behaviour is influenced by the substantial price increases seen in the category, primarily attributed to inflation…

The Tunisian economy continue to struggle and its agricultural sector is particular in negatively impacted by drought. Inflation still remains high, especially for food, and this is reflected in a muted performance for staple foods, with minimal…

First Class Distribution is a new player that has emerged in sports nutrition in Tunisia in 2023. This company has gained prominence with it becoming the exclusive distributor of the Optimum Nutrition brand, which was previously distributed by Aecor…

Spirits in Tunisia faced considerable challenges in 2023, recording negative volume growth amidst economic pressures and regulatory changes. Decreased purchasing power among Tunisian consumers, coupled with new taxes levied on spirits, contributed to…

Soft drinks in Tunisia saw significant price hikes in 2023, primarily thanks to the broader economic crisis and inflationary pressure, leading to stifled demand and reduced volume sales. Certain categories, however, showed robust growth thanks to…

Over 2024, snacks in Tunisia is projected to continue to register moderate retail volume and double-digit retail current value growth. This reflects a resilience in terms of consumption in the face of strong price increases across categories. Higher…

Smokeless tobacco, e-vapour products and heated tobacco in Tunisia remained an underdeveloped category in 2023. The illicit trade continued to dominate e-vapour products in Tunisia, with a legal market absent. All e-vapour devices and products…

In 2023, retail value sales of skin care recorded double-digit growth. This was largely driven by inflationary pressures, however, as volume growth was more modest. Manufacturers and skin care companies in Tunisia are now leveraging social media…

Consumers of savoury snacks in Tunisia exhibit high price-sensitivity, which strongly impacts category development. In 2024, the average retail current unit price is expected to continue to see a double-digit increase, driven by high inflation and…

Tomato paste is witnessing a notable price increase (up to 11%) in 2023 as a result of a surge in production costs due to rising labour and energy costs, and investment in processing facilities. Tomato price increases due to adverse weather…

2023 witnessed a historic increase in volume terms within RTDs in Tunisia, driven primarily by the introduction of Exo Mix and the broader global trend favouring ready-to-drink beverages. RTDs offer affordability, convenience, and versatility,…

Aris Ice Tea marks a significant milestone as Tunisia's first locally-produced RTD tea. With all existing products in the market being imported, Aris is a pioneering Tunisian offering in this category. The brand boasts a diverse range of four…

Pasta is subsidised by the government in Tunisia and pasta is a key staple in the Tunisia diet, with Tunisia having one of the highest global consumption rates per capita of pasta. However, in 2023, with local wheat production yields significantly…

Though retail tissue in Tunisia registered double-digit percentage value growth, constant value growth was much more modest, as inflation continued to be high. In response, consumers looked to economise and bought much larger economy packs, such as…

The persistent challenge of inflationary pressure continued to hinder growth in retail in Tunisia in 2022, despite concerted government efforts to alleviate the issue. This economic strain remains and is especially pronounced in discretionary goods,…

Retail e-commerce in Tunisia underwent significant expansion in 2022, fuelled by enhanced internet penetration and evolving consumer lifestyles. According to the Department of Commerce, as of September 2022, Tunisia was home to approximately 1,680…

Retail adult incontinence in Tunisia registered significant volume growth in 2023. This was due to several factors. Foor instance, increased awareness of the availability of such products support volume growth. In addition, Tunisia’s population is…

In Tunisia, there is increased demand for frozen processed red meat within the foodservice industry. Red meat products are increasingly being imported from countries like Australia and Argentina and directly supplied to restaurants and fast food…

Shelf-stable vegetables continue to account for most volume sales. The launch of several new local brands has also introduced competition into the segment. These are Stifen, Navara and Greeno. In addition, the range of vegetables on offer is…

In 2023, premium beauty and personal care in Tunisia experienced stagnation in volume but an increase in value terms. This trend was primarily driven by several factors. Firstly, inflation and rising prices had a significant impact, particularly…

All significant categories (floor polish remained negligible) posted positive retail volume and value growth at the end of the review period. Indeed, they all posted their fastest increases of the review period in 2023. Metal polish continued to…

Tunisia continues to be ‘mostly unfree’ for economic freedom, given the increasing stranglehold of the presidency that is resulting in human rights violations. Although inflation is falling, its elevated level is negatively affecting the economy,…

Paediatric vitamins and dietary supplements in Tunisia is experiencing remarkable growth in current value terms in 2023. This growth can be attributed to several factors, including the significant presence of both locally produced and imported…

Inflation and other economic pressures meant that other hot drinks saw significant hikes in unit price in Tunisia in 2023. This was further exacerbated by the global increases in raw material costs, especially cacao sourced from west African…

Prices across other dairy in Tunisia have continued to rise in 2024. These price hikes are mainly due to several factors including the increase in the price of raw milk and the general increase in production costs for local manufacturers. Concerning…

In 2023, a growing trend emerged in oral care in Tunisia focused on achieving whiter teeth. Local consumers pursued various avenues to attain this goal, including professional treatments at dental clinics or adherence to daily oral care regimens.…

Home products specialists felt significant impact from the escalating cost of raw materials in 2022. The surge in raw material prices had a cascading effect on consumer demand for home products, as retailers were compelled to transfer the additional…

Nappies/diapers/pants in Tunisia registered modest constant value growth and only muted volumed growth in 2023, despite continuing population growth. High inflation dampened volume sales and many consumers opted for reusable home-made cloth nappies…

Menstrual care in Tunisia registered both moderate constant value and volume growth in 2023, despite continuing inflation and a challenging economy. Continuing population growth supported increased volume sales, as did frequent discounting from the…

Disposable razors, particularly Bic Sensitive 1 and Gillette Blue II, dominated the men’s grooming landscape in 2023, representing the majority of razor products available in traditional grocery retailers and corner shops across Tunisia. These brands…

All soup brands in Tunisia are imported, with Calfort, Ideal and Knorr dominating sales. These brands invest significantly in advertising campaigns, particularly on Middle Eastern television channels, which are widely viewed by Tunisian consumers.…

In 2023, Tunisian brands sustained their investment in mass beauty and personal care, leading to significant advancements. The market saw an increase in product diversity, with brands such as Alania, K-Reine, Aspetika, and Isis Pharma gaining…

Laundry care in Tunisia remained undeveloped in 2023, with a limited choice of products. Laundry detergents continued to account for the vast bulk of sales in both retail volume and current value terms. While there was a demand for liquid fabric…

Growth in juice sales has been severely constrained since 2017, a year in which unit prices saw sharp increases due to the increasing cost of raw materials. Since then, demand has also been hit by the economic and social disruption of the COVID-19…

With regard to ice cream in Tunisia, consumers exhibit significant price-sensitivity. This sensitivity to pricing has been exacerbated by economic crisis and high inflation towards the end of the review period. Price rises can also be attributed to…

Value sales rose significantly throughout hot drinks in Tunisia in 2023, thanks to inflationary pressures and price hikes. By contrast, overall volume sales declined notably. This was largely due to the shortage of several products controlled by the…