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Country Report

Home Care in

Home Care in Tunisia

44 pages, Feb 2018

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!

Faster value growth posted in 2017

Home care in Tunisia saw accelerating value growth in 2017, with the industry’s performance in line with the review period CAGR. This was mainly due to the decrease of the Tunisian dinar compared to other currencies which led to an important increase in the price of imported products and raw materials within different categories of home care.

Tunisian consumers look to more affordable products

Many Tunisian consumers are becoming more selective in their shopping habits when it comes to home care, showing an increasing preference for more affordable brands, with quality coming as a secondary consideration. To save money, consumers either buy home care products in larger pack sizes or favour cheaper brands and some private label products.

International companies continue to lead home care in 2017

International companies, Henkel-Alki Tunisie and Unilever Tunisie SA, continued to lead home care sales in Tunisia in 2017. They have large product portfolios, particularly in laundry care, which represents the majority of value sales within home care in Tunisia.

Independent small grocers dominates the distribution of home care in 2017

Independent small grocers dominated the distribution of home care in 2017. The strategic location of these outlets in neighbourhoods and office buildings makes them ideal for impulse purchases of home care products.

Home care is set to continue growing over the forecast period

Home care is anticipated to continue growing in Tunisia over the forecast period. Growth is expected to be supported by the continuous performance of categories such as laundry care and dishwashing.

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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

Faster value growth posted in 2017

Tunisian consumers look to more affordable products

International companies continue to lead home care in 2017

Independent small grocers dominates the distribution of home care in 2017

Home care is set to continue growing over the forecast period

MARKET INDICATORS

Table 1 Households 2012-2017

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Care in Tunisia

HEADLINES

PROSPECTS

Air care to continue growing over the forecast period

Good performance expected for air care during the forecast period

Spray/aerosol air fresheners most influential

COMPETITIVE LANDSCAPE

Reckitt Benckiser South Africa (Pty) leads air care in 2017

Local player STE Chimap performs well in 2017

Manufacturers focus on fragrances and chemical-free or natural ingredients

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 NBO Company Shares of Air Care: % Value 2013-2017
Table 14 LBN Brand Shares of Air Care: % Value 2014-2017
Table 15 Forecast Sales of Air Care by Category: Value 2017-2022
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2017-2022

Bleach in Tunisia

HEADLINES

PROSPECTS

Bleach to keep playing the role of a perfect alternative to multi-purpose cleaners

Bleach expected to record a higher value CAGR than in the review period

The growing popularity of surface and toilet care may present a threat to bleach over the forecast period

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA continues to dominate sales of bleach in Tunisia

Bleach in Tunisia is dominated by domestic brands

Manufacturers to focus their development strategy on non-chlorine bleach

CATEGORY DATA

Table 17 Sales of Bleach: Value 2012-2017
Table 18 Sales of Bleach: % Value Growth 2012-2017
Table 19 NBO Company Shares of Bleach: % Value 2013-2017
Table 20 LBN Brand Shares of Bleach: % Value 2014-2017
Table 21 Forecast Sales of Bleach: Value 2017-2022
Table 22 Forecast Sales of Bleach: % Value Growth 2017-2022

Dishwashing in Tunisia

HEADLINES

PROSPECTS

Hand dishwashing to maintain popularity in Tunisia

Automatic dishwashing to increase

Healthy growth expected over the forecast period

COMPETITIVE LANDSCAPE

Dishwashing still led by Henkel-Alki Tunisie

Manufacturers focus on the scent of dishwashing products

Manufacturers to continue investing in the development of hand dishwashing

CATEGORY INDICATORS

Table 23 Household Possession of Dishwashers 2012-2017

CATEGORY DATA

Table 24 Sales of Dishwashing by Category: Value 2012-2017
Table 25 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 27 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 28 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022

Home Insecticides in Tunisia

HEADLINES

PROSPECTS

The weather plays an important role in home insecticides sales

Spray/aerosol insecticides to remain largest within home insecticides

Healthy growth supported by consumer awareness of the dangerous effects of insects

COMPETITIVE LANDSCAPE

STE Chimap still leads home insecticides in 2017

Advertising plays an important role within home insecticides

Manufacturers to focus on developing home insecticides products with no chemical ingredients

CATEGORY DATA

Table 30 Sales of Home Insecticides by Category: Value 2012-2017
Table 31 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 32 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 33 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 34 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022

Laundry Care in Tunisia

HEADLINES

PROSPECTS

Despite its dominance, independent small grocers keeps losing share to modern grocery retailers

Laundry care expected to register a healthy value CAGR

The increasing household penetration rate of washing machines will support laundry care over the forecast period

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie leads laundry care in 2017

International players still dominant within laundry care

Manufacturers to focus more on eco-friendly laundry care products to strengthen their positions

CATEGORY INDICATORS

Table 36 Household Possession of Washing Machines 2012-2017

CATEGORY DATA

Table 37 Sales of Laundry Care by Category: Value 2012-2017
Table 38 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 39 Sales of Laundry Aids by Category: Value 2012-2017
Table 40 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 41 Sales of Laundry Detergents by Category: Value 2012-2017
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 43 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 44 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 45 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 46 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 47 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 49 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022

Polishes in Tunisia

HEADLINES

PROSPECTS

Shoe polish to keep driving the overall performance of polishes in Tunisia

Polishes set to record healthy growth over the forecast period

The average unit price of polishes is expected to increase over the forecast period

COMPETITIVE LANDSCAPE

Comptoir Maghrébin de Commerce (CMC) still leads polishes in Tunisia

International players lead polishes in Tunisia

Diversification set to reinforce the consumer base

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2012-2017
Table 52 Sales of Polishes by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Polishes: % Value 2013-2017
Table 54 LBN Brand Shares of Polishes: % Value 2014-2017
Table 55 Forecast Sales of Polishes by Category: Value 2017-2022
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2017-2022

Surface Care in Tunisia

HEADLINES

PROSPECTS

The low price of bleach is a threat to surface care growth

Tunisian consumers to focus more on specialised surface care products

Multi-purpose cleaners expected to remain the leading type of surface care

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA leads surface care in 2017

International players focus on advertising to reinforce their position within surface care

Companies focus on innovation and offer new pack formats to encourage consumers to switch to surface care from bleach

CATEGORY DATA

Table 57 Sales of Surface Care by Category: Value 2012-2017
Table 58 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 61 NBO Company Shares of Surface Care: % Value 2013-2017
Table 62 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 63 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022

Toilet Care in Tunisia

HEADLINES

PROSPECTS

A shift from bleach towards toilet care products is expected over the forecast period

Toilet liquids/foam expected to keep performing well

Toilet care expected to register healthy growth

COMPETITIVE LANDSCAPE

CODIFA leads toilet care sales in 2017

Multinational Reckitt Benckiser performs well in 2017

International players focus on marketing while domestic players depend on brand loyalty

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2012-2017
Table 66 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 67 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 68 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 69 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Home Care in Tunisia

New Report Guarantee

Executive Summary

New Report Guarantee

Faster value growth posted in 2017

Tunisian consumers look to more affordable products

International companies continue to lead home care in 2017

Independent small grocers dominates the distribution of home care in 2017

Home care is set to continue growing over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Home Care in Tunisia

EXECUTIVE SUMMARY

Faster value growth posted in 2017

Tunisian consumers look to more affordable products

International companies continue to lead home care in 2017

Independent small grocers dominates the distribution of home care in 2017

Home care is set to continue growing over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Air Care in Tunisia

HEADLINES

PROSPECTS

Air care to continue growing over the forecast period

Good performance expected for air care during the forecast period

Spray/aerosol air fresheners most influential

COMPETITIVE LANDSCAPE

Reckitt Benckiser South Africa (Pty) leads air care in 2017

Local player STE Chimap performs well in 2017

Manufacturers focus on fragrances and chemical-free or natural ingredients

CATEGORY DATA

Bleach in Tunisia

HEADLINES

PROSPECTS

Bleach to keep playing the role of a perfect alternative to multi-purpose cleaners

Bleach expected to record a higher value CAGR than in the review period

The growing popularity of surface and toilet care may present a threat to bleach over the forecast period

COMPETITIVE LANDSCAPE

Ennadhafa Judy SA continues to dominate sales of bleach in Tunisia

Bleach in Tunisia is dominated by domestic brands

Manufacturers to focus their development strategy on non-chlorine bleach

CATEGORY DATA

Dishwashing in Tunisia

HEADLINES

PROSPECTS

Hand dishwashing to maintain popularity in Tunisia

Automatic dishwashing to increase

Healthy growth expected over the forecast period

COMPETITIVE LANDSCAPE

Dishwashing still led by Henkel-Alki Tunisie

Manufacturers focus on the scent of dishwashing products

Manufacturers to continue investing in the development of hand dishwashing

CATEGORY INDICATORS

CATEGORY DATA

Home Insecticides in Tunisia

HEADLINES

PROSPECTS

The weather plays an important role in home insecticides sales

Spray/aerosol insecticides to remain largest within home insecticides

Healthy growth supported by consumer awareness of the dangerous effects of insects

COMPETITIVE LANDSCAPE

STE Chimap still leads home insecticides in 2017

Advertising plays an important role within home insecticides

Manufacturers to focus on developing home insecticides products with no chemical ingredients

CATEGORY DATA

Laundry Care in Tunisia

HEADLINES

PROSPECTS

Despite its dominance, independent small grocers keeps losing share to modern grocery retailers

Laundry care expected to register a healthy value CAGR

The increasing household penetration rate of washing machines will support laundry care over the forecast period

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie leads laundry care in 2017