Hot Drinks in Tunisia
Euromonitor International's Hot 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: 59 | Publication date: May 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
Coffee; Other hot drinks; Tea
Executive summary
On-trade sales the main driver of growth
Hot drinks saw a slowdown in retail volume sales in 2008 in comparison to both the review period average and the previous year. A shift in consumption patterns is being seen in both the on- and off-trade, with the on-trade recording stronger growth in 2008 in comparison to its review period CAGR, indicating that Tunisians generally enjoy a hot drink in the company of others outside the home, whereas in the off-trade channel, the same consumers are preferring fruit juices and carbonates over hot drinks to be served at home.
Cafés find new female consumers
In 2008 a new trend emerged among Tunisian women whereby afternoon gatherings of friends at home or in on-trade outlets such as cafés enabled women to spend some time socialising. This new trend is a result of better standards of living for women in Tunisia as well as a more westernised way of thinking, giving women generally more freedom. This new trend has particularly affected the speciality coffee category, as most women, whether working or stay-at-home mothers, who go out want to experiment with different types of hot drinks than those they have been accustomed to drinking at home. These women are increasingly trying drinks in on-trade outlets such as caramel, hazelnut and chocolate-flavoured coffees.
Government agency remains major player
Hot drinks in Tunisia is dominated by coffee and tea, which are controlled by domestic players due to the strong presence of the Office du Commerce de la Tunisie (OCT) in the market. OCT is a government establishment whose main objective is to import and stock the necessary foods to make up for the country’s food shortages in its 14 distribution centres throughout the country. OCT specialises in marketing and distributing its own tea brands, whereas all imported coffee is distributed to private companies, which then package, distribute and market it to the end consumer.
Small outlets dominate distribution in 2008
Small independent grocery retailers continued to dominate the hot drinks market in 2008 although the channel is facing increasing competition from supermarkets/hypermarkets which appeal to Tunisians now looking to buy all their groceries in just one large shop. Discounter outlets also saw significant growth in 2008 thanks to independent wholesalers, which used to only sell to independent small grocery retailers, starting to open up their own retail shopping space for both regular consumers and retailers.
Forecast period to see strong growth
The forecast period is expected to see positive growth in the consumption of hot drinks in both the off-trade and on-trade channels in Tunisia. Domestic players which target children will also look to attract adult consumers by introducing products which satisfy their hot drinks needs. Another trend which will have an impact will be the opening of modern male and female cafés where the products on offer will drive consumers to demand the same types of products for consumption at home. This trend will result in domestic players and importers introducing new innovative extensions to their existing brands.
Table of contents
HOT DRINKS IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
On-trade sales the main driver of growth
Cafés find new female consumers
Government agency remains major player
Small outlets dominate distribution in 2008
Forecast period to see strong growth
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
COFFEE IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 25 Retail Sales of Coffee by Type: Volume 2003-2008
Table 26 Retail Sales of Coffee by Type: Value 2003-2008
Table 27 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 28 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 29 Coffee Company Shares 2004-2008
Table 30 Coffee Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 35 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 36 Retail Sales of Tea by Subsector: Value 2003-2008
Table 37 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 38 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 39 Tea Company Shares 2004-2008
Table 40 Tea Brand Shares 2005-2008
Table 41 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 42 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 43 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 44 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN TUNISIA
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 45 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 46 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 47 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 48 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 49 Other Hot Drinks Company Shares 2004-2008
Table 50 Other Hot Drinks Brand Shares 2005-2008
Table 51 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 52 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 53 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 54 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013
SOCIÉTÉ DE PRODUITS INDUSTRIELS DE PATISSERIES ET ALIMENTAIRES (SPIPA)
Strategic Direction
KEY FACTS
Summary 2 Société de Produits Industriels de Pâtisseries et Alimentaires: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Société de Produits Industriels de Pâtisseries et Alimentaires: Competitive Position 2008
SOCIÉTÉ CAFÉ BONDIN
Strategic Direction
KEY FACTS
Summary 4 Société Café Bondin: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Société Café Bondin: Competitive Position 2008