Bleach in Tunisia

PROSPECTS

Tunisians’ embrace of bleach as a cleaning agent continues unabated, and players boost interest by introducing fragrances to make it more appealing

Value growth of bleach increased year on year throughout the review period in Tunisia and the category is expected to post a higher current value CAGR over the forecast period than it did between 2014 and 2019. Consumers have always been attracted by the strong cleaning power of bleach, and over the review period many companies have piqued further interest in bleach by introducing fragrances to help consumers associate cleanliness with an appealing smell.

Tunisian householders use bleach for practically every type of cleaning task

Tunisian consumers buy and use bleach in most households on a regular basis and for almost every cleaning task, 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.

Traditional grocery retailers account for the majority of sales of bleach, which has been the go-to cleaning agent for most households for many decades

Bleach is available in most distribution channels in Tunisia, with traditional grocery retailers accounting for the majority of sales. This is due to the large number of outlets, often located near residential neighbourhoods.

COMPETITIVE LANDSCAPE

Longstanding popularity with an older demographic along with superior affordability and wide distribution account for Judy’s continued dominance in bleach

Given that key purchasers of bleach are middle-aged and older women, Ennadhafa Judy, with its longstanding history in the country, continued to hold the dominant value share in 2019. The company markets one of the most popular and oldest brands in Tunisia, namely Judy.

Both Judy and the local El Fanac brand find favour among conservative consumers that adhere to trusted and proven products and avoid experimentation

Local consumers continue to use bleach for cleaning, showing great interest in local brands like Judy and Société El Fanac Hygiene’s El Fanac. Indeed, due to the lack of imported brands, local brands were the only products available in the market for decades.

New non-chlorine and degreasing formulas as well as eco-friendly product lines are nevertheless likely to appear in future

Despite a lack of overt consumer interest in expanding the use of bleach beyond traditional practices, Tunisians can look forward to some new product innovations in terms of new formulas, including non-chlorine bleach and other formulas that focus on cleaning features as well as ultra-degreasing formulas. Key players are likely to realign their development strategies to focus more on non-chlorine bleach and/or diversify into alternative product lines made using eco-friendly and/or otherwise harmless ingredients.

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