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Learn moreFeb 2020
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Despite continuing economic uncertainty in Tunisia that has encouraged a large number of consumers to move away from expensive and unnecessary products, home care maintained – and in most cases – improved its value growth in 2019. Tunisians were conscious about their health, hygiene and surroundings, and continued to purchase home care products such as laundry care, dishwashing, toilet care and surface care; however, they sought economy products and looked for promotions.
Currency devaluations that took place since 2017 resulted in unit price increases that affected consumers’ disposable incomes in 2018 and continued to do so in 2019. Although there were no significantly higher average unit price increases between 2018 and 2019, consumers continued to look for bargains and promotions when buying home care products and players made efforts to provide them.
Multinationals maintained a strong presence in Tunisia in 2019, with Henkel and Unilever holding the lead and Reckitt Benckiser and Procter & Gamble among the other notable players. Henkel and Unilever maintain the first and second positions, respectively in the largest home care category of home laundry.
Modern retail outlets continued to see rapid growth in Tunisia in 2019, with supermarkets, hypermarkets and forecourt retailers posting higher value growth than traditional grocery retailers over the year. The home care market definitely benefitted from both the wider product availability and higher geographical coverage resulting from this expansion.
While growth of home care is expected to slow down slightly over the forecast period, solid volume growth and value growth in all categories is expected as Tunisian consumers continue to become more conscious about hygiene and increasingly respond to the wider offer of brands and products in both traditional grocery retailers and modern grocery retailer outlets such as supermarkets and expending hypermarkets as well as new product developments supported by active marketing campaigns. Development of air care and home insecticides is expected to be particularly strong in the country, in keeping with current conditions and related trends driving their increased demand.
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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:
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This industry report originates from Passport, our Home Care market research database.
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.