Dishwashing in Tunisia

PROSPECTS

Growth of automatic dishwashing poised to keep rising as possession rate for automatic dishwashers keeps increasing,

Although the possession rate for automatic dishwashers improved annually throughout the review period and again in 2019, demand for these appliances remains low in Tunisia, with the majority of them owned by a minority of high-income households. The penetration rate of dishwashers has reached around 5%, according to the National Statistics Institute.

Volume and value sales of both automatic dishwashing and hand dishwashing keep growing

Both automatic dishwashing and hand dishwashing saw volume and value growth during 2019. Automatic dishwashing includes many underdeveloped categories including automatic dishwashing tablets and dishwashing additives.

While traditional grocery retailers maintain the highest value share, modern retailing channel continues to gain ground

The share of dishwashing products sold via traditional grocery retailers is diminishing, although it remains the leading distribution channel for these products thanks to the more significant number of outlets spread throughout the country. However, modern grocery retailers’ share is increasing, represented mainly by supermarkets and hypermarkets.

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie maintains its lead with best-selling Pril in hand dishwashing

Henkel-Alki Tunisie maintained its leading position in dishwashing in 2019, benefiting from wide distribution of its best-selling Pril brand, the dominant brand in hand dishwashing, and from the company’s strong marketing support for its brands throughout the review period, including frequent television advertising campaigns.

Reckitt Benckiser performs second best with Finish brand in automatic dishwashing

Reckitt Benckiser Group maintained its second rank in 2019 on the strength of its lead in automatic dishwashing, which saw strong growth over the year. Finish, its flagship brand, continued to perform well with consumers due to extensive advertising on international television channels.

Multinational players lead in both dishwashing categories with high-quality products that appeal to a wide range of Tunisian consumers

Multinationals were the leading players in both automatic dishwashing and hand dishwashing in 2019 – Henkel with its dominant Pril in automatic dishwashing, Unilever with Sun in automatic dishwashing and Jif in hand dishwashing and Reckitt Benckiser’s Finish with the dominant share in automatic dishwashing. All three of these players offer a wide range of high-quality products that appeal to a wide range of Tunisian consumers.

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