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: 64 | Publication date: Mar 2007
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
Positive growth for household care products
Household care saw good growth over the review period, mainly due to public awareness of the variety of products available. Tunisian consumers have become westernised – greatly influenced by foreign media – and very knowledgeable about multinational products. Despite this, high pricing of task-specific products remains a constraint and restricts consumers from increasing the number of household care products in the home.
Tunisians prefer multi-purpose cleaners for their daily chores
The middle-class group comprises over 80% of the Tunisian population. In 2006 the average annual household income for this group was around TND4,080. While consumers are improving their lifestyles and looking for products that can be used quickly and easily, many are still reticent to spend money on products that provide similar results to regular multi-purpose cleaners.
Tunisian homes are very similar to each other, and range from wide open-spaced homes to closed villas where the flooring, kitchen, bathrooms and toilets are tiled. Their improved architectural structure has made it easier for Tunisians to complete daily chores, but dust remains a big problem. Tunisian women previously used just one product to do all household chores. This would involve a multi-purpose cleaner, explaining why laundry care accounts for such a large share of the market. This concept has not completely vanished as younger consumers continue to use multi-purpose cleaners in their homes. However, there is greater diversification in product selection. Tile cleaners, for example, are used for floors and walls, while laundry care products are used for both laundry and dishes. Descalers are used in sinks and toilets.
No more sore hands after dishwashing
Tunisian women have used laundry care products for their dishes for many years. It was not until the late 1990s that their attitude to this practice began to change. This was a consequence of many of them suffering from skin disorders, where their palms and feet became discoloured and yellowish. This resulted from using laundry care products such as the old Omo brand before it was modified.
By 2005, more women used liquid soap for their dishwashing chores. Liquid soap is also used to clean tiled floors and walls. Dinol has become a household name throughout the country. For the majority of Tunisians, skin disorders are no longer a problem, except for those suffering from sensitive skin or lower-class families who still use multi-purpose laundry care cleaner (bought in bulk).
Weather climate increases insecticides
Insecticides saw impressive value growth in 2005, due to the warm climate seen in Tunisia over the preceding 10 years. During this period, the hot and dry weather led to rapid growth of flying insects. While health officials have taken strong measures, spraying pesticides every spring, mosquitoes continue to pose a problem for those living near lakes and rivers. Crawling insects are also a nuisance in apartment blocks. Even the newest built apartments suffer from cockroaches. This is a major problem since all new properties tend to be apartments.
Multinational brands dominate the Tunisian market
Two large multinational players lead in household care: Henkel-Alki Tunisie and SPCD SA, which is owned by Unilever Group. Both companies offer the largest line of products on the market. Their unit pricing in Tunisia is much lower than in Europe, due to the lower quality products available to Tunisians.
Multinational players have also modified their products to accommodate the living standards of Tunisians. In 2002-2005, they improved their marketing, distribution, packaging and product quality in line with the rising standard of living in the country.
Table of contents
HOUSEHOLD CARE IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive growth for household care products
Tunisians prefer multi-purpose cleaners for their daily chores
No more sore hands after dishwashing
Weather climate increases insecticides
Multinational brands dominate the Tunisian market
KEY TRENDS AND DEVELOPMENTS
Growth in disposable income increases consumption in Tunisia
Free trade agreements boost imports and encourage the entry of new players
Tunisia’s young population benefits some sectors of the market
Development of modern retailing improves sales of household care products
Market Indicators
Table 1 Households 2000-2005
Market Data
Table 2 Sales of Household Care by Sector: Value 2000-2005
Table 3 Sales of Household Care by Sector: % Value Growth 2000-2005
Table 4 Household Care Company Shares 2001-2005
Table 5 Household Care Brand Shares 2002-2005
Table 6 Sales of Household Care by Distribution Format: % Analysis 1999/2004
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2004
Table 8 Forecast Sales of Household Care by Sector: Value 2005-2010
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2005-2010
DEFINITIONS
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Laundry Care by Subsector: Value 2000-2005
Table 11 Sales of Laundry Care by Subsector: % Value Growth 2000-2005
Table 12 Laundry Care Company Shares 2001-2005
Table 13 Laundry Care Brand Shares 2002-2005
Table 14 Forecast Sales of Laundry Care by Subsector: Value 2005-2010
Table 15 Forecast Sales of Laundry Care by Subsector: % Value Growth 2005-2010
Table 16 Sales of Laundry Detergents by Type: Value 2000-2005
Table 17 Sales of Laundry Detergents by Type: % Value Growth 2000-2005
Table 18 Laundry Detergents Company Shares 2001-2005
Table 19 Laundry Detergents Brand Shares 2002-2005
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 20 Sales of Dishwashing Products by Subsector: Value 2000-2005
Table 21 Sales of Dishwashing Products by Subsector: % Value Growth 2000-2005
Table 22 Dishwashing Products Company Shares 2001-2005
Table 23 Dishwashing Products Brand Shares 2002-2005
Table 24 Forecast Sales of Dishwashing Products by Subsector: Value 2005-2010
Table 25 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2005-2010
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 26 Sales of Surface Care by Subsector: Value 2000-2005
Table 27 Sales of Surface Care by Subsector: % Value Growth 2000-2005
Table 28 Surface Care Company Shares 2001-2005
Table 29 Surface Care Brand Shares 2002-2005
Table 30 Forecast Sales of Surface Care by Subsector: Value 2005-2010
Table 31 Forecast Sales of Surface Care by Subsector: % Value Growth 2005-2010
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Chlorine Bleach: Value 2000-2005
Table 33 Sales of Chlorine Bleach: % Value Growth 2000-2005
Table 34 Chlorine Bleach Company Shares 2001-2005
Table 35 Chlorine Bleach Brand Shares 2002-2005
Table 36 Forecast Sales of Chlorine Bleach: Value 2005-2010
Table 37 Forecast Sales of Chlorine Bleach: % Value Growth 2005-2010
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Sales of Toilet Care Products by Subsector: Value 2000-2005
Table 39 Sales of Toilet Care Products by Subsector: % Value Growth 2000-2005
Table 40 Toilet Care Products Company Shares 2001-2005
Table 41 Toilet Care Products Brand Shares 2002-2005
Table 42 Forecast Sales of Toilet Care Products by Subsector: Value 2005-2010
Table 43 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2005-2010
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 44 Sales of Polishes by Subsector: Value 2000-2005
Table 45 Sales of Polishes by Subsector: % Value Growth 2000-2005
Table 46 Polishes Company Shares 2001-2005
Table 47 Polishes Brand Shares 2002-2005
Table 48 Forecast Sales of Polishes by Subsector: Value 2005-2010
Table 49 Forecast Sales of Polishes by Subsector: % Value Growth 2005-2010
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 50 Sales of Air Care by Subsector: Value 2000-2005
Table 51 Sales of Air Care by Subsector: % Value Growth 2000-2005
Table 52 Air Care Company Shares 2001-2005
Table 53 Air Care Brand Shares 2002-2005
Table 54 Forecast Sales of Air Care by Subsector: Value 2005-2010
Table 55 Forecast Sales of Air Care by Subsector: % Value Growth 2005-2010
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 56 Sales of Insecticides by Subsector: Value 2000-2005
Table 57 Sales of Insecticides by Subsector: % Value Growth 2000-2005
Table 58 Insecticides Company Shares 2001-2005
Table 59 Insecticides Brand Shares 2002-2005
Table 60 Forecast Sales of Insecticides by Subsector: Value 2005-2010
Table 61 Forecast Sales of Insecticides by Subsector: % Value Growth 2005-2010
STE CHIMAP
Strategic Direction
Key Facts
Summary 1 STE Chimap: Key Facts
Summary 2 STE Chimap: Operational Indicators
Company Background
Production
Competitive Positioning
HENKEL-ALKI TUNISIE
Strategic Direction
Key Facts
Summary 3 Henkel-Alki Tunisie: Key Facts
Company Background
Production
Competitive Positioning