Carbonates in Tunisia

PROSPECTS

Carbonates to benefit from development in foodservice channels, as younger consumers remain target audience

Carbonates will need to both develop further in on-trade channels, and also take advantage of the rise of modern grocery retailers in the country, in order to continue growing. Local consumers are increasingly switching to fast food options, with carbonates perceived as a suitable drink to accompany fast food.

Changing eating habits and expansion of modern grocery retailers giving carbonates a boost

Carbonates will continue to be supported by the rise of modern grocery retailers in the country. The category will also continue to profit from a combination of several other factors, such as the hot climate, especially in the summer, and changing eating habits.

Carbonates is saturated and may face a threat from health and wellness trends

Whilst carbonates is expected to see positive current value growth over the forecast period, it is a mature category and sales will decline in retail volume terms in the forecast period. Tunisians’ annual carbonates consumption is among the highest in North Africa, although consumption has been decreasing as the category is increasingly mature.

COMPETITIVE LANDSCAPE

Domestic players continue to dominate carbonates due to high import taxes, with Société Tunisienne de Boissons Gazeuses maintaining majority value share

Domestic production accounts for almost all carbonates available in Tunisia, with the dominant player being Société Tunisienne de Boissons Gazeuses. Société Nouvelle des Boissons Gazeuses and Société des Boissons du Cap Bon are the other notable players, who hold smaller value shares in the category.

Low-end brands may enter carbonates to compete with less-expensive flavoured bottled water

Given the increasing competition from flavoured bottled water products, additional low-end brands in carbonates are expected to enter with very competitive prices. Traditional grocery retailers continue to dominate volume sales of carbonates.

Government regulations on global players keep domestic players in the lead

The sale of carbonates in Tunisia is strictly regulated by the government. Foreign companies are still not permitted to incorporate fully-owned subsidiaries in Tunisia, and a domestic shareholding is always required.

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