Executive Summary

Aug 2019
Prospects
Demand remains strong despite high price inflation

Higher inflation was a key trend during 2019, impacting almost all packaged food categories, including chocolate confectionery. All prices rose dramatically, as did costs for manufacturers and retailers.

Healthy growth fuelled by snacking and indulgence trends

Chocolate confectionery sales continue to rise at a healthy rate due to increasing demand for higher quality chocolate such as tablets, which offer better taste and premium packaging and are generally more expensive and very similar to some European brands in terms of quality. In addition, local brands from Tunisian producers such as Maestro are also benefitting from this trend.

Tablets sales boosted by exciting new flavours, such as caramel and orange

Chocolate tablets will remain the most dynamic category within chocolate confectionery in Tunisia, with a number of flavours set to be launched by existing brands such as cookies, caramel, and orange, thus helping to maintain dynamic growth and an attractive offer for consumers.

Competitive Landscape
SOTUCHOC continues to benefit from strong consumer loyalty

Domestic player SOTUCHOC continues to lead chocolate confectionery sales. The company was created 40 years ago and offers a wide product portfolio, including tablets, and enjoys strong consumer loyalty.

Focus on packaging and revamping brand image

Brand owners are looking towards packaging development within chocolate confectionery in order to maintain their sales shares. Leading player SOTUCHOC changes the packaging of its tablets every two to three years in order to compete with international brands, which are very dynamic in this area.

Domestic brands investing in local advertising channels

Major players are increasing their focus on advertising campaigns. Popular brands such as Saïd are well-advertised through different communication channels like radio, TV and street billboards, while global brands such as Galaxy are well advertised on Arab channels such as MBC, which are watched by Tunisian consumers.

Prospects
Sugar-free gum sales fuelled by health and wellness trend

Sugar-free chewing gum continues to gain more shelf space in supermarkets and hypermarkets, with players in this category targeting different consumer groups and looking to attract sugarised gum consumers, especially from low-income segments, via the offering of discounts in neighbourhood grocery outlets. However, due to higher prices, demand for sugar-free products is mostly limited to high and middle income consumers, who are the main target groups of producers.

Independent small grocers losing sales share to modern retailers

Although independent small grocers are expected to continue to lead distribution of chewing gum over the forecast period, the channel will lose further sales share to modern competitors such as supermarkets and hypermarkets. The rising number of modern retail outlets, coupled with consumers’ increasingly hectic lifestyles and desire for a one-stop shop where they can compare prices and choose from a wide variety of brands, is expected to drive the shift in distribution over the forecast period.

Increasing product ranges and competition driving development

Gum is projected to record healthy retail volume and value growth over the forecast period. Sales will be driven by intensifying competition, as well as the modernisation of retailers, with supermarkets and hypermarkets continuing to expand across the country, thus increasing the range of available chewing gum brands and boosting demand.

Competitive Landscape
Affordability and widespread distribution key to success

Sales continue to be led by Confiserie Triki le Moulin, which benefits from its long-standing presence in the country, the affordability of its brands, as well as a large brand portfolio which is available in all chewing gum categories. The company offers a wide variety of brands, including the leading Florida range and Florident, Twin Bubble, Mango, Super Jumbo Billes and Ballon Elephant.

Low priced standard brands attracting impulse purchasers

Gum is dominated by standard brands such as Florida and Florident, with the presence of premium brands remaining limited. Gum continues to be considered an impulse purchase, with most available brands competing within the economy segment and being locally produced.

Focus on added value and innovation to attract consumers

Tunisian consumers are known for being willing to try new products. Therefore, as the economy recovers, players and retailers are expected to be more inclined to introduce new product developments.

Prospects
Sales fuelled by indulgence trend

Although consumer health and wellness awareness continues to rise, loyal consumers still demand sugar confectionery both for themselves and their children, with demand also being boosted by growing interest in fun and indulgence. Indeed, indulgence will remain the driving factor, with consumers looking for new experiences and surprises when it comes to eating their favourite treats.

Chamia continues to attract foreign visitors

Other sugar confectionery will continue to generate strong sales thanks to an expanding consumer base. Chamia remains one of the most important traditional products in this area in Tunisia, gaining popularity each year as a result of the offering of attractive packaging and aggressive advertising campaigns via TV and radio, especially during the month of Ramadan when there is a peak in demand.

Traditional retailers benefit from demand for convenience and low prices

Sugar confectionery products will continue to mainly be purchased through traditional grocery retailers thanks to their offering of a wide variety of brands and low prices. Products in most sugar confectionery categories will continue to benefit from wide availability and the fact they are mostly sold in neighbourhood independent small grocers, where both children and young adults can purchase them.

Competitive Landscape
Wide product ranges key to attracting consumers

The leading player in sugar confectionery in Tunisia is La Confiserie des Aghlabites, closely followed by La Confiserie Triki le Moulin. The company is present in various distribution channels, offering a diverse product portfolio and thus enjoying strong consumer loyalty.

Low sugar brands boosted by rising health awareness

Tunisian consumers are expected to increasingly opt for healthier food products due to rising health awareness in the country, especially among middle and upper income consumers. During the forecast period, growing health-consciousness and concerns about obesity will fuel demand for sugar-free confectionery, in line with global trends.

Low cost domestic brands driving competition

Domestic players dominate sugar confectionery as they benefit from strong brand names, a presence in both traditional and modern channels, as well as low prices. However, a growing number of small brands are offering very cheap products from Spain or the Middle East and Turkey, mainly via neighbourhood grocers and street vendors.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Tunisia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Tunisia?
  • What are the major brands in Tunisia?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Confectionery in Tunisia - Category analysis

Chocolate Confectionery

HEADLINES

PROSPECTS

Demand remains strong despite high price inflation
Healthy growth fuelled by snacking and indulgence trends
Tablets sales boosted by exciting new flavours, such as caramel and orange

COMPETITIVE LANDSCAPE

SOTUCHOC continues to benefit from strong consumer loyalty
Focus on packaging and revamping brand image
Domestic brands investing in local advertising channels

CATEGORY DATA

Table 1 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 2 Sales of Chocolate Confectionery by Category: Value 2014-2019
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 5 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 8 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2019-2024

Gum

HEADLINES

PROSPECTS

Sugar-free gum sales fuelled by health and wellness trend
Independent small grocers losing sales share to modern retailers
Increasing product ranges and competition driving development

COMPETITIVE LANDSCAPE

Affordability and widespread distribution key to success
Low priced standard brands attracting impulse purchasers
Focus on added value and innovation to attract consumers

CATEGORY DATA

Table 13 Sales of Gum by Category: Volume 2014-2019
Table 14 Sales of Gum by Category: Value 2014-2019
Table 15 Sales of Gum by Category: % Volume Growth 2014-2019
Table 16 Sales of Gum by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Gum: % Value 2015-2019
Table 18 LBN Brand Shares of Gum: % Value 2016-2019
Table 19 Distribution of Gum by Format: % Value 2014-2019
Table 20 Forecast Sales of Gum by Category: Volume 2019-2024
Table 21 Forecast Sales of Gum by Category: Value 2019-2024
Table 22 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 23 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Sugar Confectionery

HEADLINES

PROSPECTS

Sales fuelled by indulgence trend
Chamia continues to attract foreign visitors
Traditional retailers benefit from demand for convenience and low prices

COMPETITIVE LANDSCAPE

Wide product ranges key to attracting consumers
Low sugar brands boosted by rising health awareness
Low cost domestic brands driving competition
Summary 1 Other Sugar Confectionery by Product Type: 2019

CATEGORY DATA

Table 24 Sales of Sugar Confectionery by Category: Volume 2014-2019
Table 25 Sales of Sugar Confectionery by Category: Value 2014-2019
Table 26 Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
Table 27 Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
Table 28 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2014-2019
Table 29 NBO Company Shares of Sugar Confectionery: % Value 2015-2019
Table 30 LBN Brand Shares of Sugar Confectionery: % Value 2016-2019
Table 31 Distribution of Sugar Confectionery by Format: % Value 2014-2019
Table 32 Forecast Sales of Sugar Confectionery by Category: Volume 2019-2024
Table 33 Forecast Sales of Sugar Confectionery by Category: Value 2019-2024
Table 34 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2019-2024

Packaged Food in Tunisia - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well despite economic challenges
Rising demand for convenience among expanding middle class boosts sales
Increasing prices fuel shift to cheaper domestic brands
Grocery retailers lead sales despite parallel market and supply issues
Sales to be further boosted by rising demand for convenience

FOODSERVICE

Sales to Foodservice
Sales hit by sluggish economy and declining consumer purchasing power
Foodservice operators shift to cheaper ingredients in response to challenging market
High consumer price sensitivity ensures domestic players remain in pole position

CATEGORY DATA

Table 36 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 40 Sales of Packaged Food by Category: Volume 2014-2019
Table 41 Sales of Packaged Food by Category: Value 2014-2019
Table 42 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 43 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 44 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 45 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 46 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 47 Distribution of Packaged Food by Format: % Value 2014-2019
Table 48 Distribution of Packaged Food by Format and Category: % Value 2019
Table 49 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 50 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 51 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 2 Research Sources