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Home Care in Tunisia

March 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Tunisia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Tunisia?
  • Which are the leading brands in Home Care in Tunisia?
  • How are products distributed in Home Care in Tunisia?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Tunisia

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Stockpiling ahead of lockdown has modest positive impact on laundry care sales in 2020
Price sensitive consumers shift to economy multi-purpose laundry care products in 2020
Early mover advantages, wide distribution networks and aggressive marketing support ongoing leadership of multinational brands

RECOVERY AND OPPORTUNITIES

Value growth of laundry care products is expected to decrease due to economic uncertainty
Rising ownership of automatic washing machines set to benefit sales
Auto dosing likely to benefit liquid tablet detergents

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Home working arrangements boosts dishwashing sales in 2020
Growth of automatic dishwashing poised to keep rising as possession rate for automatic dishwashers keeps increasing
Local brands’ quality improves leading to increased popularity in 2020

RECOVERY AND OPPORTUNITIES

Demand expected to increase slightly while sales decrease over the forecast period
Few product launches likely over the forecast period thanks to high prices of raw materials
While traditional grocery retailers maintain the highest value share, modern retailing channel continues to gain ground

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Virus threat leads to growth of surface care products in 2020
Communication campaigns by authorities and players lead to increased demand in 2020
Multi-purpose cleaners will continue to benefit from price-sensitivity

RECOVERY AND OPPORTUNITIES

Despite expected decline in sales growth, demand is likely to increase over the forecast period
New products likely to be launched over the forecast period thanks to increase in demand
Growing awareness of health and hygiene expected to help boost growth of surface care products

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Tunisia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 leads to panic buying and stockpiling, boosting demand for bleach in 2020
Bleach used as the go-to cleaning agent for most households for many decades
Lilas Javel ranks in second place after entering category in 2019

RECOVERY AND OPPORTUNITIES

Tunisians’ embrace of bleach as a cleaning agent expected to continue unabated
Lack of innovation and new product development over the forecast period unlikely to stem demand
Barriers to entry unlikely to encourage foreign brands to invest in Tunisia during the forecast period

CATEGORY DATA

Table 41 Sales of Bleach: Value 2015-2020 Table 42 Sales of Bleach: % Value Growth 2015-2020 Table 43 NBO Company Shares of Bleach: % Value 2016-2020 Table 44 LBN Brand Shares of Bleach: % Value 2017-2020 Table 45 Forecast Sales of Bleach: Value 2020-2025 Table 46 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Home seclusion and focus on hygiene at home fuels growth within toilet care in 2020
Consumers enjoy pleasant aromas that gives a feeling of cleanliness and hygiene
Toilet liquids/foam remains the most popular among toilet care products in 2020

RECOVERY AND OPPORTUNITIES

Demand for toilet care to continue growing over forecast period, with e-commerce increasing its value share
CODIFA likely to maintain its lead with well-trusted Choc brand over the forecast period
Bleach will continue to pose challenge and encourage strong price competition

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2015-2020 Table 48 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 49 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 50 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 51 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Polishes saw a decrease in sales as shoe polish sales decrease due to home seclusion in 2020
International polishes brands lead, as high production costs make it difficult for domestic players to enter the category
CMC maintains its lead with Kiwi shoe polish brand, recognised for its quality

RECOVERY AND OPPORTUNITIES

Polishes likely to see increased demand, while shoe polish benefits from dusty conditions as the country becomes increasingly overcrowded
While polishes remain more widely distributed through traditional grocery retailers, sales through modern grocery retailers are expected to grow over the forecast period
Manufacturers likely to adapt new launches to meet diverse requirements beyond just polishing

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2015-2020 Table 54 Sales of Polishes by Category: % Value Growth 2015-2020 Table 55 NBO Company Shares of Polishes: % Value 2016-2020 Table 56 LBN Brand Shares of Polishes: % Value 2017-2020 Table 57 Forecast Sales of Polishes by Category: Value 2020-2025 Table 58 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Despite economic downturn, demand stays stable in 2020
Demand for air care grows in 2020, driven by mid- and high-income consumers
Reckitt Benckiser maintains its lead in 2020

RECOVERY AND OPPORTUNITIES

Air care likely to see a decline in sales over the forecast period
Global brands maintain strong presence in air care, accounting for a strong value share
Spray/aerosol air fresheners will remain popular air care products over the forecast period

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2015-2020 Table 60 Sales of Air Care by Category: % Value Growth 2015-2020 Table 61 NBO Company Shares of Air Care: % Value 2016-2020 Table 62 LBN Brand Shares of Air Care: % Value 2017-2020 Table 63 Forecast Sales of Air Care by Category: Value 2020-2025 Table 64 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Demand for home insecticides increase as annual treatment of mosquitoes is delayed in 2020
Easy to store and use spray/aerosol insecticides remains the most popular quick solution for combatting insects in 2020
Leading brands Diptox and Choc Combat maintain strength in the absence of other serious competitors in 2020

RECOVERY AND OPPORTUNITIES

Home insecticides likely to see slower volume growth over the forecast period
Electric insecticides gaining popularity
Visibility a key factor in growth of home insecticides over the forecast period

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2015-2020 Table 66 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 68 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 69 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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