Home Care in Tunisia

Home Care in Tunisia

EXECUTIVE SUMMARY

Tunisian home care market continues to develop despite economic uncertainty

Volume sales increase despite higher prices and budget constraints, abetted by wider distribution through modern retailing

Multinational and domestic players have strong presence in Tunisia

Modern grocery retailers expand, posting a higher value share of home care sales

Volume and value growth expected for home care sales over the forecast period as consumers respond to wider offer of brands and products

MARKET INDICATORS

Table 1 Households 2014-2019

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2014-2019
Table 3 Sales of Home Care by Category: % Value Growth 2014-2019
Table 4 NBO Company Shares of Home Care: % Value 2015-2019
Table 5 LBN Brand Shares of Home Care: % Value 2016-2019
Table 6 Penetration of Private Label in Home Care by Category: % Value 2014-2019
Table 7 Distribution of Home Care by Format: % Value 2014-2019
Table 8 Distribution of Home Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Home Care by Category: Value 2019-2024
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Laundry Care in Tunisia

HEADLINES

PROSPECTS

Expanded distribution and penetration of automatic washing machines contribute to continued high growth for laundry care products

Concentrated detergents, especially liquid ones, and fabric softeners are trending

Bar detergents and hand wash detergents will remain popular while enjoying slower growth

COMPETITIVE LANDSCAPE

Henkel maintains its leading value share on the strength of its Dixan and Nadhif brands of laundry detergents

Unilever Tunisie ranks second with brands in several categories

Early mover advantages, wide distribution networks and aggressive marketing support ongoing leadership of multinational brands

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2014-2019

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2014-2019
Table 13 Sales of Laundry Care by Category: % Value Growth 2014-2019
Table 14 Sales of Laundry Aids by Category: Value 2014-2019
Table 15 Sales of Laundry Aids by Category: % Value Growth 2014-2019
Table 16 Sales of Laundry Detergents by Category: Value 2014-2019
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Laundry Care: % Value 2015-2019
Table 19 LBN Brand Shares of Laundry Care: % Value 2016-2019
Table 20 NBO Company Shares of Laundry Aids: % Value 2015-2019
Table 21 LBN Brand Shares of Laundry Aids: % Value 2016-2019
Table 22 NBO Company Shares of Laundry Detergents: % Value 2015-2019
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2016-2019
Table 24 Forecast Sales of Laundry Care by Category: Value 2019-2024
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2019-2024

Dishwashing in Tunisia

HEADLINES

PROSPECTS

Growth of automatic dishwashing poised to keep rising as possession rate for automatic dishwashers keeps increasing,

Volume and value sales of both automatic dishwashing and hand dishwashing keep growing

While traditional grocery retailers maintain the highest value share, modern retailing channel continues to gain ground

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie maintains its lead with best-selling Pril in hand dishwashing

Reckitt Benckiser performs second best with Finish brand in automatic dishwashing

Multinational players lead in both dishwashing categories with high-quality products that appeal to a wide range of Tunisian consumers

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2014-2019

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2014-2019
Table 28 Sales of Dishwashing by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Dishwashing: % Value 2015-2019
Table 30 LBN Brand Shares of Dishwashing: % Value 2016-2019
Table 31 Forecast Sales of Dishwashing by Category: Value 2019-2024
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2019-2024

Surface Care in Tunisia

HEADLINES

PROSPECTS

Multi-purpose cleaners continues to account for the largest share of surface care sales, but other categories are gaining traction

High-income consumers are readily adopting task-specific cleaners of all kinds as they become more widely available

Modern grocery retailers are expanding, leading to higher growth of surface care sales though supermarkets and hypermarkets

COMPETITIVE LANDSCAPE

Domestic player Ennadhafa Judy maintains its lead with widely used Judy brand

Surface care landscape is dominated by domestic players offering quality products that remain less expensive

Entry of Lilas brand into surface care arena was the only notable change in the competitive landscape over the year

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2014-2019
Table 34 Sales of Surface Care by Category: % Value Growth 2014-2019
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2014-2019
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Surface Care: % Value 2015-2019
Table 38 LBN Brand Shares of Surface Care: % Value 2016-2019
Table 39 Forecast Sales of Surface Care by Category: Value 2019-2024
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2019-2024

Bleach in Tunisia

HEADLINES

PROSPECTS

Tunisians’ embrace of bleach as a cleaning agent continues unabated, and players boost interest by introducing fragrances to make it more appealing

Tunisian householders use bleach for practically every type of cleaning task

Traditional grocery retailers account for the majority of sales of bleach, which has been the go-to cleaning agent for most households for many decades

COMPETITIVE LANDSCAPE

Longstanding popularity with an older demographic along with superior affordability and wide distribution account for Judy’s continued dominance in bleach

Both Judy and the local El Fanac brand find favour among conservative consumers that adhere to trusted and proven products and avoid experimentation

New non-chlorine and degreasing formulas as well as eco-friendly product lines are nevertheless likely to appear in future

CATEGORY DATA

Table 41 Sales of Bleach: Value 2014-2019
Table 42 Sales of Bleach: % Value Growth 2014-2019
Table 43 NBO Company Shares of Bleach: % Value 2015-2019
Table 44 LBN Brand Shares of Bleach: % Value 2016-2019
Table 45 Forecast Sales of Bleach: Value 2019-2024
Table 46 Forecast Sales of Bleach: % Value Growth 2019-2024

Toilet Care in Tunisia

HEADLINES

PROSPECTS

While more consumers move towards using toilet care, its growth prospects remain fairly limited by narrow consumer base

Toilet liquids/foam remains the most popular among toilet care products

Growing health and hygiene awareness along with added income are expected to contribute to higher demand for toilet care

COMPETITIVE LANDSCAPE

CODIFA maintains its lead with well-trusted Choc brand

Players focus on fragrances and packaging innovation to drive sales

Multinational brands see price rises due to local currency devaluation, but continue to account for a significant share of sales

CATEGORY DATA

Table 47 Sales of Toilet Care by Category: Value 2014-2019
Table 48 Sales of Toilet Care by Category: % Value Growth 2014-2019
Table 49 NBO Company Shares of Toilet Care: % Value 2015-2019
Table 50 LBN Brand Shares of Toilet Care: % Value 2016-2019
Table 51 Forecast Sales of Toilet Care by Category: Value 2019-2024
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2019-2024

Polishes in Tunisia

HEADLINES

PROSPECTS

Already popular with consumers concerned with their appearance, shoe polish benefits from dusty conditions as the country becomes increasingly overcrowded

Metal and furniture polish are seeing higher value growth, although their use is still not widespread nor seen as necessary

While polishes remain more widely distributed through traditional grocery retailers, sales through modern grocery retailers are rapidly growing

COMPETITIVE LANDSCAPE

CMC maintains its lead with Kiwi shoe polish brand, recognised for its quality

International polishes brands lead, as high production costs make it difficult for domestic players to enter the category

Manufacturers likely to adapt new launches to meet diverse requirements beyond just polishing

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2014-2019
Table 54 Sales of Polishes by Category: % Value Growth 2014-2019
Table 55 NBO Company Shares of Polishes: % Value 2015-2019
Table 56 LBN Brand Shares of Polishes: % Value 2016-2019
Table 57 Forecast Sales of Polishes by Category: Value 2019-2024
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2019-2024

Air Care in Tunisia

HEADLINES

PROSPECTS

Demand for all types of air care grows in 2019, driven by mid- and high-income consumers

Spray/aerosol air fresheners are popular air care products thanks to their convenient ability to help alleviate odours from cramped living spaces

Independent small grocers set to remain the leading distribution channel for air care

COMPETITIVE LANDSCAPE

Reckitt Benckiser maintains its lead on the strength of popular Air Wick brand

Global brands maintain strong presence in air care, accounting for a strong value share

STE Chimap’s spray/aerosol air fresheners successfully target middle-income consumers

CATEGORY DATA

Table 59 Sales of Air Care by Category: Value 2014-2019
Table 60 Sales of Air Care by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Air Care: % Value 2015-2019
Table 62 LBN Brand Shares of Air Care: % Value 2016-2019
Table 63 Forecast Sales of Air Care by Category: Value 2019-2024
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2019-2024

Home Insecticides in Tunisia

HEADLINES

PROSPECTS

Lack of rapid municipal waste disposal in summer exacerbates the insect problem and contributes the most to high growth of home insecticides

Easy to store and use spray/aerosol insecticides remains the most popular quick solution for combatting insects

Electric insecticides gaining popularity

COMPETITIVE LANDSCAPE

Leading brands Diptox and Choc Combat maintain strength in the absence of other serious competitors, both benefiting from wide distribution even in rural areas

Most players focus on spray/aerosol insecticides as it is the most popular format

TYR and Pif Paf brands are both gaining traction

CATEGORY DATA

Table 65 Sales of Home Insecticides by Category: Value 2014-2019
Table 66 Sales of Home Insecticides by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of Home Insecticides: % Value 2015-2019
Table 68 LBN Brand Shares of Home Insecticides: % Value 2016-2019
Table 69 Forecast Sales of Home Insecticides by Category: Value 2019-2024
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2019-2024

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