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: 12 | Publication date: Jul 2006
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- Get insight into trends in market performance
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Executive summary
Office du Commerce de la Tunisie (OCT) controls tea industry
The Office du Commerce de la Tunisie (OCT) is a government establishment. Its main objective is to import and stock basic foods to make up for the country’s shortages. It has 14 distribution and stocking locations throughout the country. The OCT also controls all agricultural and food products that are exported, to maintain the level of quality so that Tunisian products meet international standards.
The OCT controls coffee and tea industry by defining the country’s supply and demand for these products.
Young people pulling away from old customs
The younger generation in Tunisia is pulling away from old customs and, with the hot weather lasting for six months in the summer; they are drinking soft drinks and fruit juices rather than hot drinks. This is not to say that the hot drinks industry will vanish over time, but it is expected that it will experience a lower average growth rate than soft drinks.
To convince more people in the younger age group to consume more coffee, a marketing strategy has recently been launched to promote coffee consumption by young people during get together. International players to meet with such a strategy have introduced new packaging.
Local players following in the footsteps of international players
Tunisians are still not yet health-conscious with regards to the coffee or tea they consume. However, as the standard of living of Tunisians improves, consumers are looking for quick and easy products. The industry is currently controlled by local players, but a few international brands have established presence on the local market, though none of multinationals has a reasonable market share. These include Nescafé and Carte Noire, both imported by exclusive distributors. Because more Tunisians are looking for simple products which require less preparation time, more local players are taking advantage of the opportunity by following in the footsteps of other international players with product packaging, labelling and product types, such as instant coffee.
Tea recipes may have an impact on volume sales
It is customary in Tunisia for families to consume black tea after lunch and dinner in their homes, and an estimated 85% of families still do so. Tea is prepared differently to the way it is made in the Middle East. Tunisians consume strong tea: they use three or four tablespoons of black tea granules to produce six to eight cups of 25ml each. Black standard and green teas are commonly served at family gatherings and to guests.
The most common packaging format is loose tea, while tea bags therefore make up only a small proportion of total tea sold in the market – less than 3% in 2005
Other hot drinks targeted more at children
Before the review, only one Chocoline brand controlled the market – today more brands are appearing. Other hot drinks products are marketed towards children. However, no product on the market is promoted as healthy, low in sugar, or having vitamins added. In recent years, cocoa, always previously considered only as a baking ingredient, has been promoted as a hot drink substance.
Table of contents
HOT DRINKS IN TUNISIA : MARKET INSIGHT
1. EXECUTIVE SUMMARY
2. HOT DRINKS SALES
2.1 Market Performance
Table 1 Retail Sales of Hot Drinks by Sector: Volume 2000-2005
Table 2 Retail Sales of Hot Drinks by Sector: Value 2000-2005
Table 3 Retail Sales of Hot Drinks by Sector: % Volume Growth 2000-2005
Table 4 Retail Sales of Hot Drinks by Sector: % Value Growth 2000-2005
2.2 Competitive Environment
Table 5 Hot Drinks Company Shares by Retail Value 2001-2005
Table 6 Hot Drinks Brand Shares by Retail Value 2002-2005
2.3 Leading Company Profile: Société de Produit Industrie de Pattesserie et Alimentaire (SPIPA)
2.4 Leading Company Profile: Société Tunisienne de Chocolaterie et de Confiserie (SOTUCHOC)
2.5 New Product Launches
2.6 Retail Distribution
Table 7 Retail Sales of Hot Drinks by Distribution Format: % Analysis 2000/2005
Table 8 Retail Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2005
2.7 Retailer Activity and Private Label Trends
2.8 Forecast Market Performance
Table 9 Forecast Retail Sales of Hot Drinks by Sector: Volume 2005-2010
Table 10 Forecast Retail Sales of Hot Drinks by Sector: Value 2005-2010
Table 11 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2005-2010
Table 12 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2005-2010
3. DEFINITIONS