Hot Drinks in Tunisia

Hot drinks continues to perform well in 2018 in both retail volume and current value terms

In 2018, hot drinks continued to register solid retail volume and current value growth in Tunisia, whilst volume growth in the foodservice channel was even stronger. Coffee and tea continued to dominate sales thanks to a strong drinking culture in the country.

Growth of the foodservice channel helps to drive overall sales

Growing investment in commercial real estate as a result of a government policy to dramatically increase tourism is driving the expansion of the horeca channel, as well as shopping malls. In addition, thanks to the increased number of young couples that habitually go out for coffee, more tea and coffee houses are being opened in the country’s largest cities, providing not only products but also new experiences.

Domestic players continue to lead hot drinks in 2018

Key product types like fresh coffee, green tea, black tea and other hot drinks enjoy high penetration in Tunisia thanks to the strong presence of domestic companies with competitive pricing strategies, most notably Société Café Bondin, Société Café Ben Yedder and Office du Commerce de la Tunisie (OCT). These domestic players maintain extensive distribution networks that cover both traditional and modern grocery retailers, and enable them to reach the majority of consumers in rural and urban areas alike.

New products target consumer demand for flavour sophistication

In 2018, tea remained the most dynamic category in terms of new product development. To target increasing consumer preferences for flavour sophistication and flavour diversification, leading companies continue to launch products that combine different flavours, such as black tea with different herbal variants, and new herbal teas that feature different combinations of herbs.

Positive outlook is expected for the forecast period

Hot drinks in Tunisia is expected to post healthy growth over the forecast period. Different factors will drive sales to increase at a higher rate over the forecast period than they did over the review period in value terms, including a rise in the number of consumers demanding functional and healthier products.

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