Baby and Child-Specific Products in Tunisia

PRE-COVID-19 PERFORMANCE

Growth is driven by increasing awareness of health, rising urbanisation and positive demographic trends in 2019

Baby and child-specific products continued to grow rapidly in 2019, benefiting from various positive trends, including high birth rates, which are expected to remain high in the country. Positive birth rates has a direct impact on results, representing the most important growth driver for baby and child-specific products.

Medicated formats lead growth in 2019, however, lower-income consumers view many baby and child-specific products as unnecessary

Medicated baby and child-specific products recorded the highest growth within baby and child-specific products in current value terms in 2019. This area benefited 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.

Comptoir Maghrébin de Commerce continues to lead the competitive landscape in 2019, as international players account for the largest value sales

The competitive landscape within baby and child-specific products remained fragmented in 2019. However, global brands continued to account for the largest share of value sales.

2020 AND BEYOND

COVID-19 impact

Sales of baby and child-specific products are now expected to grow by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected flat fate growth forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within baby and child-specific products

All areas apart from baby and child skin care, are predicted to drive growth in 2020, due to the impact of COVID-19 on parents buying habits. Furthermore, growth in each area is set to be higher than constant value growth recorded in 2019, highlighting that consumers in Tunisia are keen to ensure their children had all the essential items they needed during COVID-19, especially those related to hygiene or medical needs.

Recovery and opportunities

With all areas in baby and child-specific products expected to drive growth apart from skin care, the COVID-19 outbreak in Tunisia is expected to result in a positive performance for value sales, boosting volume sales through stockpiling behaviour.

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