Household Care in Tunisia
Euromonitor International's Household Care 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: 85 | Publication date: Aug 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Slower growth in value sales
Retail value sales of household care products experienced slower growth in 2007 than during the review period. A drop in import taxes allowed increasing numbers of multinational brands to enter Tunisia, creating a competitive environment and forcing producers to avoid increasing unit prices. This caused retail value sales to grow at a slower rate.
Tunisians look after their skin
Improved living standards among Tunisians have bolstered volume sales in certain categories, such as laundry care, dishwashing products, surface care, toilet care products, etc. The increased attention being paid to sensitive, softer skin has motivated consumers to buy products that are less harmful to their skin.
Strong competition in household care
Household care became very competitive during the review period. The increased number of multinational brands at more affordable prices resulted in players taking advantage of retailer promotions to advertise their products as well as offering special discounts and attractive promotions. This caused unit prices to remain fairly stable over the review period.
No time to wait for the next grocery month
Most household care products are regarded as highly consumable in Tunisia. In 2007, 75% of value sales were generated from grocery retailers. Sales via supermarkets/hypermarkets accounted for just over 38% of total sales with small grocery retailers taking around 30% of total sales. While small grocery retailers held a large share of value sales, they also restricted the brands they offered due to limited shelf space. Retailers often prefer to stock brands that are easily delivered to their locations.
Continuous growth is expected in the forecast period
The forecast period is expected to show higher growth over the forecast period compared to the review period thanks to increasing demand for products as well as slight projected increases in unit prices. Volume sales are expected to increase alongside value sales. Better living standards among Tunisians will be the key factor driving volume sales of household care products. Further growth in the category is expected as there is room for operators to introduce new and innovative packaging formats and product lines.
Table of contents
HOUSEHOLD CARE IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Slower growth in value sales
Tunisians look after their skin
Strong competition in household care
No time to wait for the next grocery month
Continuous growth is expected in the forecast period
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 10 Household Penetration of Washing Machines 2002-2007
Sector Data
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Laundry Aids Company Shares 2003-2007
Table 22 Laundry Aids Brand Shares 2004-2007
Table 23 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 24 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Indicators
Table 25 Household Penetration of Dishwashers 2002-2007
Sector Data
Table 26 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 27 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 28 Dishwashing Products Company Shares 2003-2007
Table 29 Dishwashing Products Brand Shares 2004-2007
Table 30 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Surface Care by Subsector: Value 2002-2007
Table 33 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 34 Surface Care Company Shares 2003-2007
Table 35 Surface Care Brand Shares 2004-2007
Table 36 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 37 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Chlorine Bleach: Value 2002-2007
Table 39 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 40 Chlorine Bleach Company Shares 2003-2007
Table 41 Chlorine Bleach Brand Shares 2004-2007
Table 42 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 43 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 45 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 46 Toilet Care Products Company Shares 2003-2007
Table 47 Toilet Care Products Brand Shares 2004-2007
Table 48 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 49 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Polishes by Subsector: Value 2002-2007
Table 51 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 52 Polishes Company Shares 2003-2007
Table 53 Polishes Brand Shares 2004-2007
Table 54 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 55 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Air Care by Subsector: Value 2002-2007
Table 57 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 58 Air Care Company Shares 2003-2007
Table 59 Air Care Brand Shares 2004-2007
Table 60 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 61 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Insecticides by Subsector: Value 2002-2007
Table 63 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 64 Insecticides Company Shares 2003-2007
Table 65 Insecticides Brand Shares 2004-2007
Table 66 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 67 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
SOCIÉTÉ TUNISIENNE DES DÉTERGENTS (TID)
Strategic Direction
Key Facts
Summary 2 Société Tunisienne des Détergents (TID): Key Facts
Summary 3 Société Tunisienne des Détergents (TID): Operational Indicators
Company Background
ProduCtion
Summary 4 Société Tunisienne des Détergents (TID): Production Statistics 2007
Competitive Positioning
Summary 5 Société Tunisienne des Détergents (TID): Competitive Position 2007
ENNADHAFA SARL
Strategic Direction
Key Facts
Summary 6 Ennadhafa SARL: Key Facts
Summary 7 Ennadhafa SARL: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 8 Ennadhafa SARL: Competitive Position 2007
SOCIÉTÉ TUNISIENNE INDUSTRIELLE DES DÉTERGENTS (STID)
Strategic Direction
Key Facts
Summary 9 Société Tunisienne Industrielle des Détergents (STID): Key Facts
Summary 10 Société Tunisienne Industrielle des Détergents (STID): Operational Indicators
Company Background
Production
Competitive Positioning
Summary 11 Société Tunisienne Industrielle des Détergents (STID): Competitive Position 2007
Competitive Positioning
Summary 12 Société Tunisienne des Détergents (TID): Competitive Position 2007
ENNADHAFA SARL
Strategic Direction
Key Facts
Summary 13 Ennadhafa SARL: Key Facts
Summary 14 Ennadhafa SARL: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 15 Ennadhafa SARL: Competitive Position 2007
SOCIÉTÉ TUNISIENNE INDUSTRIELLE DES DÉTERGENTS (STID)
Strategic Direction
Key Facts
Summary 16 Société Tunisienne Industrielle des Détergents (STID): Key Facts
Summary 17 Société Tunisienne Industrielle des Détergents (STID): Operational Indicators
Company Background
Production
Competitive Positioning
Summary 18 Société Tunisienne Industrielle des Détergents (STID): Competitive Position 2007