Baby food has experienced little impact from the event of COVID-19, with all sub-categories remaining in positive figures in both 2020 and 2021. This is due to the essential nature of such products, along with the fact that Tunisian parents continue to seek high-brand products for their infants.
Whilst not changing the sales landscape to any significant degree, COVID-19 did have two polarised impacts on baby food. Firstly, the lockdowns and working-from-home instructions during 2020 enabled mothers to spend more time with their babies, thus allowing more time for breastfeeding.
Pharmalys Tunisia SA maintains its lead baby food in 2021, with a relatively small lead over second-placed Junior Dietetique & Hygiene SARL, the only other player of note in the category. The top players also hold majority leads in brand terms, with Pharmalys’ Primalac and Junior Dietetique & Hygiene’s Nutricia Aptamil.
Pharmacies are expected to remain the most trusted channel for baby food sales over the forecast period. Consumers trust pharmacies, as they perceive the quality control on products is higher than in other channels such as supermarkets.
Baby food is mostly categorised by milk formula, thus competition between its leading players (Pharmalys and Junior Dietetique & Hygiene) is strong. However, the entrance and success of Shauber’s SARL NewLac proves that shares can be gained by new players, including domestic companies.
As noted, baby food in Tunisia is dominated by imported products. However, as seen with the new domestic entrant into milk formula, there is an expectation that a number of local companies will gradually start to produce baby food within the country (as well as baby milk).
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This report originates from Passport, our Baby Food research and analysis database.
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