Baby and Child-Specific Products in Tunisia

PROSPECTS

The outlook remains bright for baby and child-specific products

Baby and child-specific products is expected to record healthy growth in current value terms over the forecast period. In addition to favourable demographic trends, demand will be supported by rising consumer awareness of different brands and product types, in addition to increasing product availability.

The best performance is seen by medicated formats

Medicated baby and child-specific products is expected to record the highest growth within baby and child-specific products in current value terms over the forecast period, despite the fact that other categories are also expected to see double-digit CAGRs. The category will benefit from rising awareness of the important role that babies’ hygiene plays in their health and wellbeing, which will lead more parents to switch from standard to medicated products.

Demand continues to be supported by middle- and high-income consumers

Demand for baby and child-specific products is set to remain strong amongst middle- and high-income consumers over the forecast period. Such consumers tend to be better able to afford such products, and are more aware of their specific benefits.

COMPETITIVE LANDSCAPE

The exclusive distributor of Johnson’s Baby’s leads in 2018

Comptoir Maghrébin de Commerce (CMC) continued to lead baby and child-specific products in value terms in 2018, maintaining the same value share. This local company is the exclusive distributor of the US brand Johnson’s Baby, a global brand which has been highly popular in Tunisia for decades, especially in baby and child-specific hair care, skin care and baby wipes.

International brands remain in the lead

The competitive landscape within baby and child-specific products remained fragmented in 2018. However, global brands continued to account for the largest share of value sales.

Mass products dominate baby and child-specific products in Tunisia

In the current economic climate, offering products with affordable prices is a strong success factor, given the growth in inflation and the declining purchasing power of Tunisian consumers. As the prices of baby and child-specific products are already considered quite high by price-sensitive Tunisian consumers, mainly in the lower-income consumer group, mass products are expected to remain the most popular.

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