Alcoholic Drinks in Tunisia
Euromonitor International's Alcoholic Drinks in Tunisia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 170 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Slowing of growth in 2008
After strong growth over the review period, the alcoholic drinks market is facing a downturn in volume growth from 2008. Beer, which is the largest category within alcoholic drinks in Tunisia, is expected to see its lowest growth rate in total volume terms since 2003. Non-alcoholic beer, however, is beginning to show significant potential among Tunisians consumers, with Société Frigorifique et Brasserie de Tunis (SFBT) seeing its sales within this category jump by over 800% from 2006 to 2007. While still a relatively small category, it is likely to see further growth and the expansion of the consumer base as the products become more interesting to consume both in public and privately, due to the latest trend of adding fruit flavours, such as lime, apple, mango and orange.
Monopoly holder faces limited competition
The alcoholic drinks market is a protected industry in Tunisia both on an industrial level and on an agricultural level. All different categories are dominated by domestic players, whether through domestic production or importation under licence. Among the most protected industries are beer and wine. However, a shift will be seen as a new player commences production in 2009, creating a minor competitor for SFBT, the country’s monopoly beer producer. The wine industry also enjoys substantial protection, with over 88% of wines sold in the local market being Tunisian wines produced domestically, with exceptional grape qualities due to a favourable climate. Rights were granted to foreign producers from Belgium, Sweden, Austria and France to produce and export their wines which are of Tunisian origin under the off-shore system. Such companies are permitted to sell a maximum of just 30% of their wines to the Tunisian market and these are treated as imported products to which import taxes are added. Spirits are also dominated by domestic players, which either produce locally or import products for the local market. The leading spirits category is other spirits, generally domestic products made from distilled fruits, such as thibarine, cedartin and boukha. Another unclassified spirit is commonly consumed among lower-income groups, a homemade spirit made from fermented dates. Called lagmi, it is stored in ceramic jugs and sold among private individuals, and while these traditional products are illegal, they remain popular among Tunisians.
Supermarket/hypermarket retailers dominate
Over 96% of retail distribution is controlled by large supermarket/hypermarket retailers in Tunisia. The key distributors of alcoholic drinks in Tunisia are the following chains: Monoprix, Champion (which recently bought out Bonprix that previously did not retail alcoholic drinks), the French retailers Carrefour and Géant (both located in the capital city Tunis) and Magasin Generale, a publicly owned retail chain group that is licensed to import spirits into the country and acts as a supplier to the foodservice channel, including hotels which purchase smaller quantities. Independent small grocers account for a minor share of alcoholic drinks sales in Tunisia and permission to operate in this field is highly restricted, limiting the number of outlets in order to better control the industry.
Volume sales to see slow growth over the forecast period
The forecast period will see a slowing of growth for the alcohol drinks market as a whole. The passing of Ramadan into the summer will be reflected in beer consumption as well as wine and spirits. Besides having retailers close down during this holy month, Muslim alcohol drinkers actually stop consuming alcohol products around 40 days prior to this and will continue for around a month afterwards. Ramadan is a 29 or 30 day lunar month, falling 11 days earlier each year, thus over the forecast period it will continue to fall within the summer months, the peak season for sales of alcohol drinks.
Table of contents
ALCOHOLIC DRINKS IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Slowing of growth in 2008
Monopoly holder faces limited competition
Supermarket/hypermarket retailers dominate
Volume sales to see slow growth over the forecast period
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 1 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 2 Selling Margin of a Typical Beer Brand 2008 – Celtia, SFBT
Table 3 Selling Margin of a Typical Wine Brand 2008 – Sidi Saad, UCCV Les Vignerons de Carthage
Table 4 Selling Margin of a Typical Spirits Brand 2008 – Johnnie Walker Red Label, Diageo Plc
operating environment
Market Indicators
Table 5 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
Market Data
Table 6 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 7 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 14 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 15 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 16 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 17 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
Definitions
Summary 2 Research Sources
BEER IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Summary 3 Lager by Price Band 2007
Sector Data
Table 21 Sales of Beer by Subsector: Total Volume 2003-2008
Table 22 Sales of Beer by Subsector: Total Value 2003-2008
Table 23 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 24 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 25 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 29 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 30 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Value 2002-2007
Table 32 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 33 Beer Imports by Country of Origin: Total Value 2002-2007
Table 34 Company Shares of Beer by National Brand Owner 2003-2007
Table 35 Company Shares of Beer by Global Brand Owner 2003-2007
Table 36 Brand Shares of Beer 2004-2007
Table 37 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 38 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 39 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
WINE IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Background
Sector Data
Table 41 Sales of Wine by Subsector: Total Volume 2003-2008
Table 42 Sales of Wine by Subsector: Total Value 2003-2008
Table 43 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 44 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 45 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 46 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 47 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 48 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 49 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 50 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 51 Wine Exports by Country of Destination: Total Value 2002-2007
Table 52 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 53 Wine Imports by Country of Origin: Total Value 2002-2007
Table 54 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 55 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 56 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 59 Sales of Spirits by Subsector: Total Value 2003-2008
Table 60 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 62 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 63 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 64 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 65 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 66 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 67 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 68 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 69 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 70 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 71 Company Shares of Spirits by National Brand Owner 2003-2007
Table 72 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 73 Brand Shares of Spirits 2004-2007
Table 74 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 75 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 76 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 77 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
TUNISIE COCKTAIL
Strategic Direction
Key Facts
Summary 4 Tunisie Cocktail: Key Facts
Company Background
Production
Competitive Positioning
Summary 5 Tunisie Cocktail: Competitive Position 2007
SOCIÉTÉ FRIGORIFIQUE & BRASSERIE DE TUNIS (SFBT)
Strategic Direction
Key Facts
Summary 6 Société Frigorifique et Brasserie de Tunis (SFBT): Key Facts
Summary 7 Société Frigorifique et Brasserie de Tunis (SFBT): Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Société Frigorifique et Brasserie de Tunis (SFBT): Competitive Position 2007
ALCOHOLIC DRINKS IN TUNISIA
EXECUTIVE SUMMARY
Slowing of growth in 2008
Monopoly holder faces limited competition
Supermarket/hypermarket retailers dominate
Volume sales to see slow growth over the forecast period
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 78 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 79 Selling Margin of a Typical Beer Brand 2008 – Celtia, SFBT
Table 80 Selling Margin of a Typical Wine Brand 2008 – Sidi Saad, UCCV Les Vignerons de Carthage
Table 81 Selling Margin of a Typical Spirits Brand 2008 – Johnnie Walker Red Label, Diageo Plc
Summary 9 Summary - Taxation and Duty Levies on Alcoholic Drinks 2008
operating environment
Market Indicators
Table 82 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
Market Data
Table 83 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 84 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 85 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 86 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 87 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 88 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 89 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 90 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 91 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 92 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 93 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 94 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 95 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 96 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 97 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
Definitions
Summary 10 Summary - Research Sources
LOCAL COMPANY PROFILES - TUNISIA
SOCIéTé FRIGORIFIQUE ET BRASSERIE DE TUNIS - ALCOHOLIC DRINKS - TUNISIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Summary - Société Frigorifique et Brasserie de Tunis (SFBT): Key Facts
Summary 12 Summary - Société Frigorifique et Brasserie de Tunis (SFBT): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Summary - Société Frigorifique et Brasserie de Tunis (SFBT): Competitive Position 2007
TUNISIE COCKTAIL - ALCOHOLIC DRINKS - TUNISIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Summary - Tunisie Cocktail: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Summary - Tunisie Cocktail: Competitive Position 2007
BEER IN TUNISIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 16 Summary - Lager by Price Band 2007
Published data comparisons
National Consumer Expenditure
SECTOR DATA
Table 98 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 99 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 100 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 101 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 102 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 103 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 104 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 105 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 106 Beer Exports by Country of Destination: Total Value 2002-2007
Table 107 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 108 Beer Imports by Country of Origin: Total Value 2002-2007
Table 109 Company Shares of Beer by National Brand Owner 2003-2007
Table 110 Company Shares of Beer by Global Brand Owner 2003-2007
Table 111 Brand Shares of Beer 2004-2007
Table 112 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 113 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 114 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 115 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
Table 116 Sales of Beer by Subsector: Total Volume 2003-2008
Table 117 Sales of Beer by Subsector: Total Value 2003-2008
WINE IN TUNISIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 118 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 119 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 120 Wine Exports by Country of Destination: Total Value 2002-2007
Table 121 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 122 Wine Imports by Country of Origin: Total Value 2002-2007
Table 123 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 124 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 125 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 126 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
Table 127 Sales of Wine by Subsector: Total Volume 2003-2008
Table 128 Sales of Wine by Subsector: Total Value 2003-2008
Table 129 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 130 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 131 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 132 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 133 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 134 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
SPIRITS IN TUNISIA
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 136 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013
Table 137 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 138 Sales of Spirits by Subsector: Total Value 2003-2008
Table 139 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 140 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 141 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 142 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 143 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 144 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 145 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 146 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 147 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 148 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 149 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 150 Company Shares of Spirits by National Brand Owner 2003-2007
Table 151 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 152 Brand Shares of Spirits 2004-2007
Table 153 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 154 Forecast Sales of Spirits by Subsector: Total Value 2008-2013