Baby and Child-Specific Products in Tunisia

PROSPECTS

Outlook for baby and child-specific products remains bright

Baby and child-specific products is expected to record healthy growth in value sales at constant 2017 prices over the forecast period. Aside from premiumisation and favourable demographic trends, the category’s performance will be bolstered by rising consumer awareness of the availability and benefits of different brands and product types.

Medicated baby and child-specific products set to record the best performance

Medicated baby and child-specific products is projected to record the highest growth in value sales at constant 2017 prices over the forecast period. The category will continue to benefit as rising awareness of the important role that proper hygiene plays in the health and wellbeing of children leads more parents to switch from standard to medicated products.

Demand set to remain strongest among middle- and high-income consumers

It is expected that demand for baby and child-specific products will remain strongest among middle- and high-income consumers over the forecast period. These consumers are not only better able to afford such products, but also more likely to be more aware of their specific benefits.

COMPETITIVE LANDSCAPE

CMC maintains its lead thanks to enduring popularity of Johnson’s Baby brand

Comptoir Maghrébin de Commerce (CMC) continued to lead baby and child-specific products in value terms in 2017. This local company is the distributor of the US brand Johnson’s Baby.

Arem Group records the biggest value share gain

Arem Group placed third in baby and child-specific products in value terms in 2017, and recorded the largest value share gain of any player in the category. This gain was driven by the positive performance of its Nivea brand, which enjoys strong loyalty and high recognition among Tunisian consumers thanks to indirect advertising campaigns conducted through foreign media channels.

Global brands continue to lead baby and child-specific products

While the competitive landscape within baby and child-specific products in Tunisia remained quite fragmented in 2017, global brands continued to account for the largest share of current value sales. International brands such as Johnson’s Baby, Nivea and Mixa are very active in terms of innovation, and renowned for always offering high quality products with attractive designs.

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