Automatic dishwashing products are set to generate some of the strongest category growth in 2021. In part, this reflects its emergence from a low base; household penetration of automatic dishwashers remains low in Tunisia, at less than 5%, and automatic dishwashing holds a roughly similar share of dishwashing volume sales in 2021.
Historically, automatic dishwashing has been dominated by imported brands, reflecting the relatively limited demand for these products in Tunisia. At the start of the review period, international brand operators Reckitt Benckiser Group Plc (RB), McBride SA and Unilever Tunisie SA led sales; however, the potential of the category has led to the entry of domestic player Société de Détergents de Tunisie (SODET) in 2020.
Stronger sales of dishwashing products in 2021 continue to be limited by the very high levels of Informal products present in the category. These unbranded products, which are produced in uncertified factories and are of frequently dubious quality, have always been widespread in Tunisia and are usually sold in souks and traditional grocery retailers.
Dishwashing is set to see solid volume growth over the forecast period, driven by ongoing urbanisation and population growth. Value growth, however, is set to be far stronger in both current and constant terms.
Dishwashing in Tunisia is not anticipated to see much product development, other than in automatic dishwashing, over the forecast period. In part, this is because of the lingering economic effects of the pandemic on lower income households; this cohort will seek to save money where possible, and will focus on staples rather than added value.
The category is also set to benefit from shifting retail trends in Tunisia. The share of products sold via traditional grocery retailers is set to diminish, although it will remain dominant over the forecast period as a result of the huge number of outlets spread across the country.
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Dishwashing
This report originates from Passport, our Dishwashing research and analysis database.
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