Household
Household Care

Household Care in Tunisia

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
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  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
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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

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