Cotton Wool/Buds/Pads in Tunisia

TRENDS

Cotton wool/buds/pads in Tunisia recorded consistent consumer demand throughout 2014 as the growing presence of supermarkets in Tunisia brought major changes to the category as products became more widely available at low prices. Moreover, despite the seemingly relentless rise of Tunisia’s middle class, cotton wool/buds/pads continued to enjoy solid volume and value growth during 2014 due to the proliferation of economy products which meet the expectations of low-income consumers. As a result, value sales of cotton wool/buds/pads increased by 10% in current terms during 2014.

COMPETITIVE LANDSCAPE

Sotupa SA ranked first in cotton wool/buds/pads in 2014 with a value share of 39%. The company continues to benefit from offering a wide variety of products in high-quality packaging at affordable prices. It also benefits from the widespread availability of its cotton wool/buds/pads in key distribution channels and the strong distribution of its well-known brand Hydrex. As a result, Sotupa managed to increase its value share in cotton wool/buds/pads by one percentage point over the course of 2014.

PROSPECTS

Cotton wool/buds/pads is expected to increase in value at a CAGR of 4% in constant 2014 terms over the forecast period. Locally produced brands are expected to expand their product ranges in the category during the forecast period, resulting in stronger competition between them and the imported brands of the international levels due to the lower prices charged for locally manufactured products. Value growth in cotton wool/buds/pads over the forecast period is expected to be commensurate with the 4% value CAGR recorded in the category in constant 2014 terms over the review period.

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