Juice in Tunisia

PROSPECTS

Positive growth in volume terms

Juice in Tunisia is expected to increase in volume and value terms over the forecast period. This growth is expected to be the result of the development of consumer foodservice in the country, and the rising penetration of modern grocery retailers.

Macroeconomic factors remain growth drivers

In 2018, juice started to grow again after declining in 2017. This growth was supported by increasing efforts against the illegal market, and the consumer shift to healthier soft drinks.

Juice to witness increased sophistication

With the consumer base becoming more sophisticated, and in order to maintain demand, further differentiation across juice is expected to emerge during the forecast period. Moreover, it is expected that a wider range of new products will be launched in different price ranges, offering a wider variety of products in terms of ingredients, flavours and nutritional value.

COMPETITIVE LANDSCAPE

Société Nouvelle des Boissons Gazeuses remains the leading player

Société Nouvelle des Boissons Gazeuses leads juice in off-trade value and volume terms. The company benefits from strong brand awareness, in addition to a well-established distribution network.

Domestic manufacturers lead juice

Domestic brand owners maintained their leadership in 2018. They benefit from well-organised distribution networks and price competitiveness, as well as strong consumer loyalty.

Various factors threatening juice manufacturers in Tunisia

The major factors affecting juice growth over the forecast period will be the macroeconomic situation in the country. Additionally, local younger consumers’ attachment to unpackaged fresh juice is expected to gain ground at the expense of other soft drinks, including juice.

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