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Cheese expected to become a protein substitute for meat and poultry due to recent price rises across the food industry
Cheese remains a very popular product in Tunisia, consumed at breakfast, after lunch and at dinner. Thus, slight increases in unit price tend to have a minimal effect on demand, with retail volume sales in 2018 continuing to rise steadily.
Spreadable processed cheese likely to continue to lead sales
Spreadable processed cheese is expected to continue to account for the greatest share of cheese retail volume sales over the forecast period. This will be due to its popularity among both children and adults, its affordability and easier storage requirements.
Independent small grocers remains the leading distribution channel
Independent small grocers continued to dominate the distribution of cheese in Tunisia in 2018. These outlets’ close proximity to consumers by virtue of their strategic locations in residential neighbourhoods makes them a convenient solution for a quick impulse purchase.
Land’Or remains the leading player
Land’Or remained the leading player in cheese in Tunisia in 2018. The company benefits from a wide product portfolio, ranging from spreadable processed cheese to hard and soft cheese.
Television and social media remain important advertising channels
Innovation in terms of both product formulation and packaging format remained the most successful strategy for manufacturers of cheese, along with advertising campaigns on television and social media. Cheese is one of the most important dairy products in Tunisia but also offers further opportunities for growth as local consumers are increasingly being influenced by new types of cheese seen on television or social media platforms.
Domestic players continue to dominate cheese
Cheese continued to be dominated by domestic players in 2018, which have the advantage of manufacturing mass products which they sell at reasonable prices. They also benefit from lower production costs, with the domestically produced international brand Président also profiting from strong recognition gained through advertising on international and national television channels, which greatly influences consumers.
Health and wellness trend expected to influence drinking milk products in Tunisia
Many Tunisian consumers are expected to change their purchasing habits over the forecast period due to the growing health and wellness trend, which is also influencing drinking milk products. The main consequences of this trend will include an increasing share of sales for semi-skimmed milk alternatives such as fat-free milk, which is considered healthier.
Sales of unpackaged milk likely to continue to fall despite its popularity among both rural and urban consumers
Rising awareness, especially among middle- and upper-income consumers, as to the dangers of raw milk will continue to drive demand for packaged milk over the forecast period. In fact, fresh milk in Tunisia refers to unpackaged milk sold directly from the producer to the end consumer.
Digital marketing set to influence drinking milk products over the forecast period
Future company strategies are likely to focus on product innovation in line with the rising health and wellness trend, with manufacturers running marketing campaigns to try and educate consumers about the health benefits of milk as well as launching healthier varieties of drinking milk products, including reduced-fat and fat-free variants. Social media is also expected to play a more important role in driving sales of drinking milk products over the forecast period, with manufacturers increasingly recognising the huge influence of this channel.
Société Tunisienne des Industries Alimentaires continues to dominate drinking milk products
Société Tunisienne des Industries Alimentaires continued to dominate drinking milk products in 2018. The company maintained its strong position throughout the review period thanks to a highly diverse drinking milk products portfolio, which includes numerous popular brands across various dairy categories.
Centrale Laitière de Mahdia maintains second position
Centrale Laitière de Mahdia maintained second position in drinking milk products in 2018, with its share remaining stable. Like the leading player, the company offers a wide range of drinking milk products, while also investing heavily in advertising campaigns, especially through social media.
Domestic players continue to dominate sales thanks to government support
Domestic brands continued to outperform their imported counterparts in 2018. The dairy industry in Tunisia benefits from government support in terms of both investment and aiding the competitiveness of local companies.
Rising health awareness to further support the growth of yoghurt and sour milk products
Rising health awareness in Tunisia, particularly among middle- and upper-income consumers and professionals, who are paying ever more attention to their image and appearance, is expected to continue to drive the growth of yoghurt. While plain yoghurt is considered a staple, flavoured and drinking yoghurt are seen as a healthy on-the-go snack.
Packaging innovation expected over the forecast period
Most drinking options, from sour milk products to drinking yoghurt, are expected to witness further innovation in terms of packaging type and size over the forecast period in order to better satisfy demand for on-the-go consumption. Manufacturers will look to promote their products as healthy snack alternatives, with packaging featuring attractive designs, such as cartoon characters to appeal to children.
Yoghurt and sour milk products set to continue to perform well over the forecast period despite a difficult economic climate
Despite high inflation and a difficult economic climate, it is expected that yoghurt and sour milk products will continue to register steady growth over the forecast period as the category is dominated by local producers which offer good quality products at affordable prices. Manufacturers will focus on distribution and promoting their products by targeting all consumer groups, including professional athletes.
Société Tunisienne des Industries Alimentaires continues to dominate sales
Société Tunisienne des Industries Alimentaires remained the dominant player in yoghurt and sour milk products in 2018. The company’s strong position can be attributed to its widespread distribution network, which covers both modern and traditional channels, as well as an ongoing focus on research and development, leading to the frequent launch of new products, flavours and packaging formats.
Domestic players lead yoghurt and sour milk products in Tunisia
Yoghurt continued to be dominated by domestic manufacturers, albeit with competition between domestic and locally produced international brands. The leading brand remained the multinational label Délice thanks to its strong image and effective marketing support.
Manufacturers continue to focus on innovation
In order to maintain or grow their share in yoghurt and sour milk products, manufacturers in 2018 continued to focus their investment on innovation, not only in terms of products, for example by offering more specialist products, but also by following significant trends such as sustainability, health and wellness and an integrated production chain in order to respond to consumers’ changing needs and interests.
Falling purchasing power could threaten the performance of other dairy over the forecast period
Other dairy in Tunisia is a diverse category comprising a wide variety of different products. While sales in some other dairy categories are expected to remain very small or even negligible, others such as chilled dairy desserts and fromage frais and quark are quite traditional in Tunisia, with these products often used as ingredients when cooking or baking.
Chilled dairy desserts expected to continue to dominate other dairy
Chilled dairy desserts will likely continue to dominate sales in other dairy in Tunisia over the forecast period. The ongoing appeal of these products stems from constant innovation leading to the introduction of new flavours, textures and presentations.
Independent small grocers set to continue to dominate distribution despite increasing competition from modern grocery retailers
Independent small grocers will continue to dominate distribution over the forecast period due to these outlets’ convenient locations in residential neighbourhoods. Nonetheless, the development of modern grocery retailing, with new hypermarkets and supermarkets opening throughout the country, will impact distribution in other dairy in Tunisia as the number of these outlets continues to increase and more consumers start to use them due to their wider product ranges and in-store promotions.
Société Tunisienne des Industries Alimentaires continues to dominate other dairy
Société Tunisienne des Industries Alimentaires continued to dominate other dairy in 2018. This strong position can be attributed to the company’s longstanding presence in the country and strong visibility through both traditional and modern grocery retailers, which is further supported by heavy advertising.
Flavoured fromage frais and quark and chilled dairy desserts benefit from the greatest focus on new product development
Flavoured fromage frais and quark and chilled dairy desserts remained the categories with the highest level of new product development in 2018, mainly because these are the biggest within other dairy in Tunisia. New product development in both categories tended to focus on added nutritional benefits, healthiness and various new ingredients and flavours.
Domestic players lead other dairy in Tunisia
Domestic manufacturers accounted for the largest share of value sales in other dairy in 2018. Thanks to their competitive prices and strong presence in traditional grocery retailers, their products are accessible to consumers across Tunisia.
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The Dairy 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 Dairy in Tunisia?
What are the major brands in Tunisia?
How has the economic downturn impacted sales performance given its staple food status?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
How are volatile farmgate prices for milk impacting retail prices and sales performance?
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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
Positive development of key categories boosts packaged food performance
Rising middle class strengthens demand for economy and standard products
Domestic players continue to lead packaged food in 2018
No significant changes in packaged food distribution witnessed in 2018
Outlook for packaged food in Tunisia remains favourable
Sales to Foodservice
Drop in consumer purchasing power tempers growth in packaged food volume sales to foodservice Challenging trading conditions fuel trading down trend among foodservice operators Local companies remain the leading foodservice suppliers in 2018
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 5 Sales of Packaged Food by Category: Volume 2013-2018 Table 6 Sales of Packaged Food by Category: Value 2013-2018 Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018 Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018 Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018 Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018 Table 12 Distribution of Packaged Food by Format: % Value 2013-2018 Table 13 Distribution of Packaged Food by Format and Category: % Value 2018 Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023 Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023 Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023 Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023
Summary 1 Research Sources
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.