Bleach in Tunisia

PROSPECTS

Tunisians still consider bleach the perfect cleaning product

Bleach is bought and used by many consumers in most households for almost all cleaning purposes, including laundry care, bathroom cleaning, floor cleaning, kitchen cleaning and disinfecting. All bleach brands available in Tunisia, such as Judy and El Fanak, are locally manufactured brands offering reasonable unit prices and good quality.

Promotions expected to continue driving growth

In 2018, bleach was still considered the most effective product for disinfecting toilets, bathrooms and floors, and for whitening laundry. As such, promotions will continue to contribute significantly to growth.

Specialised products are affecting sales of bleach, especially in large cities

Many consumers, especially in large key cities, continued to shift away from bleach to more specialised products, particularly in surface care, as there were more products available for different purposes. The rapid expansion of supermarkets and hypermarkets in the country continued to increase the availability of such products and access to them, especially as they offer wide product ranges and appealing discounts and deals all year.

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA still the dominant player

Ennadhafa Judy SA continued to dominate sales of bleach in Tunisia. The company markets one of the most popular and oldest brands in Tunisia, namely Judy.

Innovation expected to focus on non-chlorine bleach

New products are expected to include new formulas, including non-chlorine bleach and other formulas which focus on cleaning features. Moreover, ultra-degreasing formulas are also expected to be launched.

Domestic brands dominant

Domestic brands continued to dominate the category in 2018, with Ennadhafa Judy SA’s Judy and Société El Fanac Hygiene’s El Fanak in the lead. The long-standing presence of these two brands in bleach, coupled with the widespread distribution and affordability of their brands contributed to the strong consumer loyalty that they enjoy in Tunisia.

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