Home Care in Tunisia

February 2023
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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

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
Table 1 Households 2017-2022
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Air Care in Tunisia

KEY DATA FINDINGS

Ongoing urbanisation trends boost sales of air care in 2022
Spray and aerosol air fresheners continue to dominate sales, but liquid formulations see the fastest growth
Air Wick continues to dominate sales
Usage will remain concentrated among wealthier households, but increase in local production will widen the consumer base
Natural air care products will begin to emerge
Lilas is expected to expand into air care
Table 11 Sales of Air Care by Category: Value 2017-2022
Table 12 Sales of Air Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Air Care: % Value 2018-2022
Table 14 LBN Brand Shares of Air Care: % Value 2019-2022
Table 15 Forecast Sales of Air Care by Category: Value 2022-2027
Table 16 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

Bleach in Tunisia

KEY DATA FINDINGS

A decrease in demand after the pandemic
Combination of low unit prices and versatility ensures widespread usage
Lilas grows its share, following investment in new product development and promotions
Demand for informal bleach is set to fade, despite its lower pricing
Domestic players will continue to lead sales
Table 17 Sales of Bleach: Value 2017-2022
Table 18 Sales of Bleach: % Value Growth 2017-2022
Table 19 NBO Company Shares of Bleach: % Value 2018-2022
Table 20 LBN Brand Shares of Bleach: % Value 2019-2022
Table 21 Forecast Sales of Bleach: Value 2022-2027
Table 22 Forecast Sales of Bleach: % Value Growth 2022-2027

Dishwashing in Tunisia

KEY DATA FINDINGS

Hand dishwashing sees sluggish performance, as local manufacturers tap into consumers’ growing preference for cheaper brands
Automatic dishwashing leads growth, supported by increased penetration of modern appliances, with domestic brands and private label gaining importance
International players focus on environmentally friendly offerings
Improved outlook expected, driven by automatic dishwashing products
Price sensitivity will shape new product development
Lilas is expected to become the hand dishwashing leader over the forecast period
Table 23 Household Possession of Dishwashers 2017-2022
Table 24 Sales of Dishwashing by Category: Value 2017-2022
Table 25 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 26 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 27 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 28 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 29 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

Home Insecticides in Tunisia

KEY DATA FINDINGS

Waste crisis supports growing home insecticide consumption
Aerosols continue to dominate sales, but electric devices see growing demand
Lilas leapfrogs Diptox to become leading brand in 2022
Robust growth expected, driven by continued waste disposal issues in urban centres
Chemical-free products will grow in popularity
Domestic players to dominate sales
Table 30 Sales of Home Insecticides by Category: Value 2017-2022
Table 31 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 32 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 33 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 34 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 35 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027

Laundry Care in Tunisia

KEY DATA FINDINGS

Laundry care remains undeveloped
Steady demand in 2022, with automatic detergents outpacing their hand wash counterparts in terms of growth
Lilas leapfrogs into first place
Ongoing economic uncertainty will see consumers trade down to cheaper products
Sluggish performance for fabric softeners
Local Lilas brand looks to garner further share
Table 36 Household Possession of Washing Machines 2017-2022
Table 37 Sales of Laundry Care by Category: Value 2017-2022
Table 38 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 39 Sales of Laundry Aids by Category: Value 2017-2022
Table 40 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 41 Sales of Laundry Detergents by Category: Value 2017-2022
Table 42 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 43 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 44 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 45 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 46 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 47 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 48 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 49 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 50 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

Polishes in Tunisia

KEY DATA FINDINGS

Return to office-based working gives boost to shoe polish, but other products have niche appeal
International brands lead sales
Modern grocery retailers remain key distribution channel
Polishes will continue to have niche appeal
Casualisation of footwear trends could have negative impact on shoe polish sales
Further scope for polishes with added-value benefits, with domestic companies increasing their presence
Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

Surface Care in Tunisia

KEY DATA FINDINGS

Unremarkable growth in 2022, thanks to restoration of pre-pandemic cleaning regimes
Bathroom cleaners see continued strong demand
Local players prove to be more recession-proof
Healthy growth expected, in line with greater focus on hygiene, but consumers will expect low prices
Niche products will broaden their appeal
Change in shopping habits will encourage international investment
Table 57 Sales of Surface Care by Category: Value 2017-2022
Table 58 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 59 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 60 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Surface Care: % Value 2018-2022
Table 62 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 63 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

Toilet Care in Tunisia

KEY DATA FINDINGS

Toilet care products remain out of reach to many consumers
Liquids/foam continue to account for bulk of sales
Domestic brand Choc dominates toilet care amid increasing competition from international brands
Low household incomes will restrict further expansion
Evolving shopping habits set to improve consumer awareness and build sales
Further expansion of local brands
Table 65 Sales of Toilet Care by Category: Value 2017-2022
Table 66 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 68 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 69 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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