Soft Drinks in Tunisia
Euromonitor International's Soft 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: 107 | Publication date: Mar 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Soft drinks performs well in 2007
The soft drinks market was one of the most successful markets in Tunisia in 2007, with retail volume sales reaching 842 million litres, representing a 10% increase over 2006. Public awareness of healthier drinks and added vitamin supplements caused fruit/vegetable juice to see the strongest increase during the same period.
Tunisians demand more from the market
Modernisation and westernisation have caused Tunisians to be more aware of health issues when buying products, as well as made them demand different flavours. This has created an interest in vitamin-added juices and seen less sugar being added to carbonates and juices from multinational players. Domestic players have also played a role in offering what consumers need, by introducing new products such as Delice Multivitamin juices and Fanta Mangua carbonates, as well as importing new brands of fruit juices, such as Mizo, from neighbouring Arab countries.
Domestic players dominate the local soft drinks market
The soft drinks market is dominated by local players, with bottled water even fully controlled by domestic players. Outside bottled water, domestic players work through partnership agreements with foreign investors or produce multinational beverages under licence. Such agreements have protected the local beverage industry, giving it the advantage of offering top quality products at affordable prices. The Tunisian consumer has benefited from such partnerships by gaining access to a selection of multinational products as well as high quality national products.
Small grocery retailers enjoy strong distribution
Soft drinks are products which must be available to consumers at all times of the day. Therefore, distribution is dominated by small grocery retailers who are generally located in every neighbourhood and operate from early in the day to late at night. The only problem with these retailers is their operating space and low profit margins. Operating space varies between 20 sq m and 80 sq m, with limited shelf space also limiting brand availability; therefore, only those brands that have strong distribution power in the country are able to make it into such stores.
The future is bright for soft drinks
Retail volume sales are expected to do well over the forecast period due to high numbers of people in the 15-20-year-old age bracket. These consumers tend to buy more carbonates, whereas those in their early 20s prefer to consume healthier products, such as fruit juices and nectars. Fruit/vegetable juices will see higher growth due to a lower sales base and interest in a relatively underdeveloped sector. Families that generally have a high number of members tend to prefer concentrates at home or on special occasions due to their affordable pricing, and the fact that they can be diluted to satisfy the whole family. Environmental issues will be the main reason for the projected increase in bottled water sales during the forecast period, with consumers avoiding tap water due to health threats. Increased kidney failure cases in the country have also boosted demand for bottled water. This, coupled with the hot climate, will contribute to the good growth rates expected between 2007 and 2012.
Table of contents
SOFT DRINKS IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Soft drinks performs well in 2007
Tunisians demand more from the market
Domestic players dominate the local soft drinks market
Small grocery retailers enjoy strong distribution
The future is bright for soft drinks
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
CARBONATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 36 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 37 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 40 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 44 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 45 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 46 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 48 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
Table 52 Low Calorie Carbonates by Subsector
FRUIT/VEGETABLE JUICE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 57 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 58 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 61 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 62 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 65 Sales of Bottled Water to Institutional Channel 2001-2006
Sector Data
Table 66 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 67 Off-trade Sales of Bottled Water: Value 2002-2007
Table 68 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 69 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 70 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 71 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 72 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 73 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 74 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 75 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 76 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 77 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 78 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 79 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 80 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 81 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 82 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 83 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 84 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 85 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 86 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 87 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 88 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 89 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES
Headlines
Trends
Competitive Landscape
Prospects
Sector Appendix
Table 90 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Sector Data
Table 91 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 92 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 93 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 94 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 95 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 96 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 97 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 98 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 99 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 100 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA
Headlines
RTD COFFEE
Headlines
SOCIÉTÉ TUNISIENNE DES BOISSONS GAZEUSES (STBG)
Strategic Direction
Key Facts
Summary 2 Société Tunisienne des Boissons Gazeuses (STBG): Key Facts
Summary 3 Société Frigorifique et Brasserie de Tunis (SFBT): Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Société Tunisienne des Boisson Gazeuses: Competitive Position 2007
SOCIÉTÉ D’EXPLOITATION DES EAUX MINERALES (SEEM)
Strategic Direction
Key Facts
Summary 5 Société d’Exploitation Des Eaux Minerales: Key Facts
Summary 6 Société d’Exploitation Des Eaux Minerales: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Société d’Exploitation Des Eaux Minerales: Competitive Position 2007