Air Care in Tunisia

PROSPECTS

Reduced space and urban density contribute to growth in spray/aerosol air fresheners

Spray/aerosol air fresheners was the most popular type of air care in Tunisia due to its diversity of fragrances and specific characteristics. Tunisians’ lifestyles continued to change and urban areas in the main cities became increasingly dense.

Car air fresheners and other air care still weak

Car air fresheners and other air care products remained small categories in 2018. Promotions did not play such a strong role for these products, which were not considered essential.

Modern retailers expected to gain further value share against small independent grocers

Small independent grocers will remain the leading distribution channel in air care in Tunisia. Such stores offer convenience, as they are widespread across the country.

COMPETITIVE LANDSCAPE

Reckitt Benckiser South Africa (Pty) remains the leader

Reckitt Benckiser South Africa (Pty) continued to lead air care in 2018. The company owns the important Air Wick brand.

STE Chimap gains further retail value share

Thanks to its brand Nassim, STE Chimap registered healthy current retail value growth in 2018. This can be attributed to the rapid expansion of its brand in spray/aerosol air fresheners, where the player invested strongly in marketing campaigns towards the end of the review period.

Lack of investment in advertising due to size of category

Due to the small size of air care, companies did not invest in advertising campaigns. In addition, most brands were often promoted through cable channels in Tunisia.

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