Bottled Water in Tunisia

PROSPECTS

Poor quality of tap water in Tunisia keeps bottled water sales healthy

Bottled water is expected to see healthy growth in both volume and value terms over the forecast period. In general, consumers are buying bottled water more frequently than before and per capita consumption of bottled water is thus increasing.

Lifestyle changes boost water sales, inspiring new affordable brands to enter the category

Several trends will have a positive impact on bottled water consumption over the forecast period, including the development of modern retailing, in addition to the strong development of consumer foodservice in Tunisia. In particular, development of foodservice channels is expected to encourage lifestyle changes, whereby people are eating out more often, and this is expected to continue to support sales of bottled water.

Popularity of flavoured bottled water attracts new players to the category

The popularity of flavoured bottled water increased in Tunisia over the review period as a whole, leading to an increasing number of competing brands. New entrants include Déli’O, which launched new packaging of one litre.

COMPETITIVE LANDSCAPE

Société des Stations Thermales et des Eaus Minérales’ Safia brand takes the top spot in 2019, thanks to national coverage and promotional activity

Domestic player, Société des Stations Thermales et des Eaus Minérales continues to lead bottled water in both current value and volume terms in 2019. The company’s brand Safia is performing well, having overtaken the 2018 leading brand, Sabrine from Société d'exploitation des Eaux Minerales, to take the top brand spot in 2019.

Flavoured bottled water is being repackaged to suit consumers’ needs

2019 saw the repackaging of Déli’O, which was launched earlier in the review period by local soft drinks manufacturer, Boisson Tunisie Meddeb in flavoured bottled water. When launched, the new flavoured bottled water brand achieved unprecedented popularity and attracted widespread media attention.

Players boost flavoured bottled water with advertising campaigns and strengthened distribution

Flavoured bottled water is benefitting from strong advertising. Major brands who invest in advertising campaigns benefit greatly from increasing sales, especially during summer and the month of Ramadan.

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