Baked goods is expected to see a positive performance over the forecast period due to several factors. Firstly, the category is likely to benefit from both consumer demand for convenience, as well as greater demand for fresh and natural products, which are perceived as healthier.
Artisanal bakeries continue to grow in popularity as consumers are looking for a more personalised experience in terms of taste and ingredients. Indeed, artisanal bread is perceived as an essential good in Tunisia, with this situation expected to remain unchanged over the forecast period.
Availability, pricing and brand awareness will remain the major purchasing drivers in relation to baked goods over the coming years. Price competition is expected to gain additional relevance in the case of packaged cakes, packaged bread and dessert mixes in most modern grocery retailers, which are required to offer lower-priced products to their customers to maintain stable volume demand.
Artisanal producers continue to lead baked goods value sales, mainly due to the widespread popularity of unpackaged leavened bread, which is a staple of the Tunisian diet. The large number of traditional bakeries in the country explains the high availability of artisanal baked goods, especially in unpackaged bread and pastries.
Patisserie Biscuiterie Fine Le Moulin d’Or remained in second position in baked goods in value terms in 2019 due to its long-standing presence in the country and wide product portfolio. The company markets a variety of packaged cakes under ranges such as Moulin d’Or, its flagship brand, which enjoys strong distribution and popularity among consumers due to the fact it combines high quality with reasonable prices.
Domestic companies dominate baked goods in Tunisia, with only a handful of international brands being present in the category thanks to their offering of a high quality product offer and good taste at a low price. Domestic baked goods brands remain very affordable and generally very well-regarded by Tunisian consumers.
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This industry report originates from Passport, our Packaged Food market research database.