Consumer Lifestyles in Tunisia

Consumer Lifestyle

About This Report

Oct 2014

Consumers have dealt with a worrisome social and economic climate since 2011 and many have curbed household spending. Regardless, there is an optimistic outlook regarding the country’s direction and many look forward to the recovery of the tourism sector, among other crucial sectors, and the jobs and economic security that recovery will bring. Well-educated and globally connected, Tunisia’s young consumers are expected to drive the development of a modern consumer culture in coming years.

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Consumer Lifestyles in Tunisia

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TOP FIVE CONSUMER TRENDS

Consumers Adjusting to Uncertain Economic Conditions
Beer-Drinking Culture Remains Robust
Many Consumers Rely on Grey Market for Affordable Goods
Growth Expected for Internet Retailing Despite Challenges
Islamic Banking Underdeveloped but Expected to Grow

CONSUMER SEGMENTATION

Babies and Infants
Kids
Tweenagers
Tweens encouraged to participate in organised sports
Teens
Young Adults
Middle Youth
Mid-lifers
Late-lifers
Chart 1 Population Aged 15-64 Compared with Old-Age Dependency Ratio 2000-2020
Table 1 Consumer Segmentation and Population Data 2000, 2005, 2011, 2012, 2013, 2016

HOUSING AND HOUSEHOLDS

Home Ownership
Household Profiles
Designer homes on a budget
Chart 2 Number of Households by Disposable Income Bracket 2005, 2010, 2016
Table 2 Housing and Households Data 2000, 2005, 2011, 2012, 2013, 2016

MONEY AND SAVINGS

Attitudes toward Payment Methods
Savings
Loans and Mortgages
Rising property prices shut out young prospective home buyers
Chart 3 Consumer Lending Compared with Savings and Savings Ratio 2000- 2016
Table 3 Money and Savings Data 2000, 2005, 2011, 2012, 2013, 2016

EATING AND DRINKING

Eating Habits
Young consumers driving demand for modern kitchenware
Breakfast ‘on the go’ becoming popular among urban consumers
Drinking Habits
Young consumers drive demand for non-alcoholic beer
Chart 4 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Food and Alcoholic Drinks 2000-2016
Table 4 Eating and Drinking Data 2000, 2005, 2011, 2012, 2013, 2016

GROOMING AND FASHION

Perceptions of Beauty
Female Grooming
Male Grooming
Fashion Trends
Increased demand for retro fashions
Consumers using fashion to make social statements
Chart 5 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Clothing, Footwear and Personal Care 2000-2016
Table 5 Grooming and Fashion Data 2000, 2005, 2011, 2012, 2013, 2016

HEALTH AND WELLNESS

Attitudes to Health and Well-being
Obesity
Attitudes to Smoking
Chart 6 Real Growth in Public and Private Expenditure on Health Compared with Healthy Life Expectancy at Birth 2000-2013
Table 6 Health and Wellness Data 2000, 2005, 2011, 2012, 2013, 2016

SHOPPING HABITS

Main Household Shop
Shopping for Big-ticket Items
Personal Shopping
Shopping Online
Chart 7 Index of Retail Sales through Supermarkets 2000-2016
Table 7 Shopping Data 2000, 2005, 2011, 2012, 2013, 2016

LEISURE AND RECREATION

Staying in
Going Out
Sport and Fitness
Vacations
Public Holidays, Celebrations and Gift-giving
Chart 8 Percentage of Households in Possession of Satellite TV System; Internet Enabled Computer; Mobile Telephone; Video Games Console 2000-2016
Table 8 Leisure and Recreation Data 2000, 2005, 2011, 2012, 2013, 2016

GETTING AROUND

Private Transport
Public Transport
Commuting
Air Travel
Chart 9 Real Growth in Consumer Expenditure Compared with Real Growth in Consumer Expenditure on Transport Services and Purchase of Cars, Motorcycles and other Vehicles 2000-2016
Table 9 Transport Data: 2000, 2005, 2011, 2012, 2013, 2016