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Country Report

Home Care in

Home Care in Tunisia

Feb 2019

US$2,650

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Healthy growth despite the economic situation

Home care in Tunisia maintained a positive growth rate in 2018, despite the economic uncertainty that encouraged consumers to move away from expensive and unnecessary products. Consumers in Tunisia were conscious about their health, hygiene and surroundings, and continued to purchase home care products; however, they sought economy products and promotions.

Consumers switching to basic home care products

The currency devaluations that took place since 2017 resulted in unit price increases that affected consumers’ disposable incomes in 2018, and pushed them to look for bargains and promotions when buying home care products. Consumers became more price sensitive, which resulted in economy purchases.

Multinationals remain dominant

Multinationals continued to dominate home care in Tunisia, with Unilever, Henkel and Procter & Gamble strong leaders. Global brand owners benefited from their large marketing budgets and trusted brands, and many consumers traded up to brands such as Dixan, Ariel and Vernel.

Modern outlets see rapid growth

Traditional retailers continued to lead distribution in 2018, thanks to the large number of outlets, in addition to wide geographical coverage and long opening hours. Nevertheless, the modernisation of retailing – with a growing number of supermarkets and hypermarkets – boosted the value share of modern grocery retailers.

Continuous development of home care in Tunisia

Over the forecast period, it is anticipated that home care in Tunisia will develop continuously and record growth, both in current retail value and volume terms. Continuous growth will be supported by launches of new product developments, active marketing campaigns and the rapid expansion of modern outlets.

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Home Care Sample Report Home Care Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Care industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Tunisia for free:

The Home Care in Tunisia market research report includes:

Analysis of key supply-side and demand trends
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 Home Care in Tunisia?
What are the major brands in Tunisia?
What is the importance of the trend towards environmentally friendly products in home care?
What are the main growth drivers of the home care market in Tunisia?

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

This industry report originates from Passport, our Home Care market research database.

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Home Care in Tunisia

EXECUTIVE SUMMARY

Healthy growth despite the economic situation

Consumers switching to basic home care products

Multinationals remain dominant

Modern outlets see rapid growth

Continuous development of home care in Tunisia

MARKET INDICATORS

Table 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Tunisia

HEADLINES

PROSPECTS

Reduced space and urban density contribute to growth in spray/aerosol air fresheners

Car air fresheners and other air care still weak

Modern retailers expected to gain further value share against small independent grocers

COMPETITIVE LANDSCAPE

Reckitt Benckiser South Africa (Pty) remains the leader

STE Chimap gains further retail value share

Lack of investment in advertising due to size of category

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Air Care: % Value 2014-2018
Table 14 LBN Brand Shares of Air Care: % Value 2015-2018
Table 15 Forecast Sales of Air Care by Category: Value 2018-2023
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Tunisia

HEADLINES

PROSPECTS

Tunisians still consider bleach the perfect cleaning product

Promotions expected to continue driving growth

Specialised products are affecting sales of bleach, especially in large cities

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA still the dominant player

Innovation expected to focus on non-chlorine bleach

Domestic brands dominant

CATEGORY DATA

Table 17 Sales of Bleach: Value 2013-2018
Table 18 Sales of Bleach: % Value Growth 2013-2018
Table 19 NBO Company Shares of Bleach: % Value 2014-2018
Table 20 LBN Brand Shares of Bleach: % Value 2015-2018
Table 21 Forecast Sales of Bleach: Value 2018-2023
Table 22 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Tunisia

HEADLINES

PROSPECTS

Dishwashing expected to witness growth

Increased penetration of automatic dishwashing

Hand dishwashing expected to remain popular

COMPETITIVE LANDSCAPE

Henkel continues to lead in dishwashing

Reckitt Benckiser remains second

International players lead

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2013-2018
Table 25 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 27 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 28 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Tunisia

HEADLINES

PROSPECTS

Spray/aerosol insecticides remains most convenient

Threats to growth over the forecast period

Sales of home insecticides will keep season dependant

COMPETITIVE LANDSCAPE

STE Chimap remains the leader

Increased awareness of health and hygiene expected

Strong competition in spray/aerosol home insecticides

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2013-2018
Table 31 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 33 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 34 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Tunisia

HEADLINES

PROSPECTS

Rising demand for laundry detergents

Innovation supports laundry care

Bar detergents products remain popular

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie maintains its lead

Unilever Tunisie SA ranks second

Multinationals lead laundry care in Tunisia

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2013-2018
Table 38 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 39 Sales of Laundry Aids by Category: Value 2013-2018
Table 40 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Detergents by Category: Value 2013-2018
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 43 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 44 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 45 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 49 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Tunisia

HEADLINES

PROSPECTS

Limited use of polishes products – especially floor and furniture

Shoe polish to remain the dominant category in polishes

Growing urban consumer base will help polishes to record healthy growth over the forecast period

COMPETITIVE LANDSCAPE

Comptoir Maghrébin de Commerce (CMC) remains the leader

New product launches expected over the forecast period

International players still dominant

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2013-2018
Table 52 Sales of Polishes by Category: % Value Growth 2013-2018
Table 53 NBO Company Shares of Polishes: % Value 2014-2018
Table 54 LBN Brand Shares of Polishes: % Value 2015-2018
Table 55 Forecast Sales of Polishes by Category: Value 2018-2023
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Tunisia

HEADLINES

PROSPECTS

Surface care registers positive current retail value growth

Unit prices continue to rise

Consumers purchase multi-purpose cleaners for different cleaning tasks

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA continues to lead surface care

Local players compete fiercely in surface care categories

No major changes in the competitive landscape

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2013-2018
Table 58 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Tunisia

HEADLINES

PROSPECTS

Strong performance expected to continue over the forecast period

Growing health and hygiene awareness in Tunisia

Toilet liquids/foam will keep boosting overall growth

COMPETITIVE LANDSCAPE

CODIFA remains the leader

Multinational brands well established within toilet care

Innovations in fragrances and packaging drive competition

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Home Care in Tunisia

New Report Guarantee

Executive Summary

New Report Guarantee

Healthy growth despite the economic situation

Consumers switching to basic home care products

Multinationals remain dominant

Modern outlets see rapid growth

Continuous development of home care in Tunisia

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Home Care in Tunisia

EXECUTIVE SUMMARY

Healthy growth despite the economic situation

Consumers switching to basic home care products

Multinationals remain dominant

Modern outlets see rapid growth

Continuous development of home care in Tunisia

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Tunisia

HEADLINES

PROSPECTS

Reduced space and urban density contribute to growth in spray/aerosol air fresheners

Car air fresheners and other air care still weak

Modern retailers expected to gain further value share against small independent grocers

COMPETITIVE LANDSCAPE

Reckitt Benckiser South Africa (Pty) remains the leader

STE Chimap gains further retail value share

Lack of investment in advertising due to size of category

CATEGORY DATA

Bleach in Tunisia

HEADLINES

PROSPECTS

Tunisians still consider bleach the perfect cleaning product

Promotions expected to continue driving growth

Specialised products are affecting sales of bleach, especially in large cities

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA still the dominant player

Innovation expected to focus on non-chlorine bleach

Domestic brands dominant

CATEGORY DATA

Dishwashing in Tunisia

HEADLINES

PROSPECTS

Dishwashing expected to witness growth

Increased penetration of automatic dishwashing

Hand dishwashing expected to remain popular

COMPETITIVE LANDSCAPE

Henkel continues to lead in dishwashing

Reckitt Benckiser remains second

International players lead

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Tunisia

HEADLINES

PROSPECTS

Spray/aerosol insecticides remains most convenient

Threats to growth over the forecast period

Sales of home insecticides will keep season dependant

COMPETITIVE LANDSCAPE

STE Chimap remains the leader

Increased awareness of health and hygiene expected

Strong competition in spray/aerosol home insecticides

CATEGORY DATA

Laundry Care in Tunisia

HEADLINES

PROSPECTS

Rising demand for laundry detergents

Innovation supports laundry care

Bar detergents products remain popular

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie maintains its lead