Air Care in Tunisia

PROSPECTS

Demand for all types of air care grows in 2019, driven by mid- and high-income consumers

Tunisians’ lifestyles have continued to change and urban areas in the main cities have become increasingly dense. Daily activities within small living spaces produce odours and consumers seek to effectively eliminate odours from tobacco, the kitchen and the bathroom.

Spray/aerosol air fresheners are popular air care products thanks to their convenient ability to help alleviate odours from cramped living spaces

Spray/aerosol air fresheners continued to account for the highest share of value sales within overall air care in 2019. This format maintains popularity amongst local consumers thanks to its convenience and to the diversity of fragrances it offers.

Independent small grocers set to remain the leading distribution channel for air care

The majority of low-income consumers in Tunisia consider air care to be non-essential, as they have reduced their purchase of non-basic products. However, mid- and high-income consumers will continue to demand air care products, which are increasingly found in supermarkets.

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead on the strength of popular Air Wick brand

Reckitt Benckiser South Africa (Pty) continued to lead air care in 2019 on the strength of its strong Air Wick brand, which has a wide portfolio of fragrances with competitive prices, which allows the player to reach most consumers and has attracted a loyal consumer base. In addition, the company has a strong distribution system, which also supports sales.

Global brands maintain strong presence in air care, accounting for a strong value share

Global brands including Brait, Glade, Febreze and Air Wick have a strong presence in air care in Tunisia. These brands benefit from advertising in global TV channels.

STE Chimap’s spray/aerosol air fresheners successfully target middle-income consumers

STE Chimap registered healthy current retail value growth in 2019, driven by sales of its Nassim brand. This can be attributed to the rapid expansion of the brand in spray/aerosol air fresheners, where the player invested strongly in marketing campaigns towards the end of the review period.

Files are delivered directly into your account within a few minutes of purchase.