Coffee in Tunisia

PROSPECTS

Fresh coffee will keep dominating sales

Fresh coffee will continue to account for the majority of coffee volume sales as it is expected to remain the preferred format for most householders and coffee shops in Tunisia. The strong growth of coffee shops is driving consumption of coffee in Tunisia, whilst limited leisure sources lead consumers to more frequently visit horeca outlets.

Fresh ground coffee pods expected to continue attracting more consumers

Fresh ground coffee pods is expected to perform well over the forecast period, recording double-digit growth in value terms, largely thanks to the global trend initiated by the success of both Lavazza and Nespresso. The category will continue to be driven by an increasing number of companies introducing compatible pods and also new flavours and new brands of pod coffee machines at various price points so as to target a wider consumer audience.

Health and wellness trend could pose a threat to coffee over the forecast period

As observed across most soft and hot drinks categories, growing communication about the negative health effects of sugar and additives but also caffeine is widespread across the internet, which is becoming the main source of information for younger generations. The biggest threat will come from tea, which is a traditional hot drink in Tunisia and is seeing something of a revival in popularity thanks to product innovations in herbal/traditional tea.

COMPETITIVE LANDSCAPE

Société Café Bondin continues to lead in Tunisia

Société Café Bondin still holds the leading value share within coffee in Tunisia. The company continues to dominate standard fresh ground coffee, offering a wide range of brands such as Café Bondin Pur Turc, Café Bondin Aroma and Café Ben Yedder Moka, and it is also present in instant coffee with an important brand, Café Bondin Soluble.

Nescafé maintains its dominance within instant coffee in Tunisia

Nescafé is well-recognised brand amongst Tunisian consumers, and continues to dominate sales within instant coffee. Nestlé Tunisie keep benefiting from offering strong global brands that are synonymous with quality and supported by strong online and television marketing and advertising campaigns.

Increasing investment in marketing through social media

The leading companies continue to focus more on marketing activities rather than investing in new products. Leading companies invest heavily in marketing activities especially within social media to sustain and improve their performance.

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