Home Care in Tunisia

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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