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Country Report

Tunisia Flag Confectionery in Tunisia

| Pages: 57

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery will recorded 8% current value growth and 4% volume growth in 2013. This performance will be due to the introduction of new Western habits, notably Saint Valentine’s Day, which is becoming a very important celebration for lovers where they exchange chocolate. This trend is very noticeable as many supermarkets, hypermarkets and independent small grocers go short of supply because of the high demand for chocolate during Saint Valentine’s Day. In addition, offering boxed assortments during birthdays and special occasions has become very common among Tunisians because chocolate is a cheap gift and is appreciated by fellow Tunisians.

COMPETITIVE LANDSCAPE

  • Société Tunisienne de Chocolaterie et de Confiserie (STCC) will maintain its lead in chocolate confectionery in 2013 with a total value share of 58%. It is the owner of many of the well known brands in chocolate confectionery, including Maestro and Said. Moreover, the aforementioned brands are widely advertised through different communication means such as TV, street billboard, radio and point of sale. More importantly, the company’s brands are widely available across different distribution channels thanks to its efficient distribution network. Last but not least, the reasonable pricing of STCC chocolate confectionery products, when compared with that of international brands, means that they are relatively affordable for Tunisian people of all income segments.

PROSPECTS

  • The predicted 3% constant value CAGR of the forecast period will be lower than the 4% CAGR of the review period. The stabilisation of prices resulting from the development of standard and economy brands, as well as the intensification of promotional campaigns at the point of sale, will be the main reasons behind lower value growth. Domestic manufacturers are expected to improve the quality of their products to attract a larger number of mid- and lower-income consumers. The volume growth of the forecast period will be at a rate similar to the one recorded during the review period. This stagnation will be the result of the category’s maturity and lack of innovation, especially for the mass chocolate products like tablets.

Gum

TRENDS

  • Gum is becoming more cosmetic rather than being positioned as confectionery, especially in light of the increasing popularity of mint-flavoured and sugar free medicated varieties. In other words, gum that has specific functionalities like freshening breath, or helping whiten teeth, is attracting more consumers. This trend is more common among middle-income and high-income consumer groups. This is one of the main contributing factors to the growth being recorded in gum in Tunisia, a trend likely to continue to develop in terms of the new categories concerned with health and wellness issues.

COMPETITIVE LANDSCAPE

  • Confiserie Triki le Moulin will continue to lead gum, via its Florida brand, which will account for a 49% value share in 2013. It is the leading brand in the category thanks to its affordable price and long-established position. Moreover, the brand is widely available thanks to its excellent distribution network as the brand is available across different distribution channels, which allows it to reach the most distanced localities. Furthermore, the brand is preferred by children and young adults who seek different flavours and product affordability and availability.

PROSPECTS

  • Gum in Tunisia is predicted to register constant value and volume CAGRs of 2% and 3% respectively, although the rates are set to be relatively limited. The category is by no means a new one and has reached maturity for certain categories within it like bubble gum and chewing gum. However, product innovation and varieties in sugar free gum and functional gum will boost sales as these categories are still new and are purchased by high-income consumers, who can afford buying non-essential products at a high price.

Sugar Confectionery

TRENDS

  • Other sugar confectionery will still be the main category within sugar confectionery in 2013, by accounting for a 59% value share. This big share is due to traditional products such as Chamia, which is consumed as a breakfast cereal or a snack. It is widely available thanks to its long presence in the category. In addition, some leading companies such as Confiserie Triki le Moulin are trying to add some features such as reduced sugar to capture value share in the premium segment, where middle- to high-income consumers are more concerned with their health and diet.

COMPETITIVE LANDSCAPE

  • Confiserie Triki le Moulin will remain the leading company in sugar confectionery in 2013 with a 10% value share. The company strongly advertises and distributes its brand Al Naoura, which benefits from a long presence in the Tunisian market. In addition, Al Naoura products are widely available throughout the country. The company also invests in targeted advertising and aggressive pricing strategies through promotional campaigns at the point of sale.

PROSPECTS

  • Sugar confectionery is expected to see CAGRs of 4% in retail volume and 5% in constant value terms over the forecast period. Companies are likely to continue investing in supporting their products, mainly through constant innovation. Innovation in reduced sugar and new flavours is expected to continue to be the key strategic direction to generate more sales. As for volume terms, the category will not witness considerable growth as it has achieved maturity, and its growth will rely on innovation and new products.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Tunisia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Tunisia?
  • What are the major brands in Tunisia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Tunisia - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2008-2013
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2008-2013
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2008-2013
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2008-2013
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2009-2013
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2010-2013
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2008-2013
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2013-2018
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2013-2018
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2008-2013
  • Table 14 Sales of Gum by Category: Value 2008-2013
  • Table 15 Sales of Gum by Category: % Volume Growth 2008-2013
  • Table 16 Sales of Gum by Category: % Value Growth 2008-2013
  • Table 17 NBO Company Shares of Gum: % Value 2009-2013
  • Table 18 LBN Brand Shares of Gum: % Value 2010-2013
  • Table 19 Distribution of Gum by Format: % Value 2008-2013
  • Table 20 Forecast Sales of Gum by Category: Volume 2013-2018
  • Table 21 Forecast Sales of Gum by Category: Value 2013-2018
  • Table 22 Forecast Sales of Gum by Category: % Volume Growth 2013-2018
  • Table 23 Forecast Sales of Gum by Category: % Value Growth 2013-2018

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Summary 1 Other Sugar Confectionery: Product Types
  • Table 24 Sales of Sugar Confectionery by Category: Volume 2008-2013
  • Table 25 Sales of Sugar Confectionery by Category: Value 2008-2013
  • Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2008-2013
  • Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2008-2013
  • Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2008-2013
  • Table 29 NBO Company Shares of Sugar Confectionery: % Value 2009-2013
  • Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2010-2013
  • Table 31 Distribution of Sugar Confectionery by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2013-2018
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2013-2018
  • Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2013-2018

Packaged Food in Tunisia - Industry Context

EXECUTIVE SUMMARY

Packaged food market thrives regardless of continued conflicts

Competition against the unpackaged market results in polarisation

Modern retailers pushing to compete via smaller outlets

Unpackaged/artisanal and imports intensify competition

Premium imports support market value growth over the forecast period

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 79 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 80 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 2 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Alfajores
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Type

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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