In 2017, unit prices of juice saw a sudden increase due to the increase in production costs. Although companies have managed to somewhat halt the rising costs, recent years have continued to see strong unit price inflation in juice, resulting in these products becoming unaffordable for many consumers.
Juice is a relatively stable and mature category in Tunisia and in 2021 will see no new player entries. The category is strongly led by Société Nouvelle des Boissons Gazeuses followed by Société des Boisson du Cap Bon.
Tunisia’s leading juice manufacturers were already struggling to keep prices low due to rising production costs, with this having been an issue for much of the review period. As such, in 2021 manufacturers continued to focus on producing cheaper juice drinks with low juice content and high flavour variants.
In the long-term, COVID-19 is expected to create further health awareness amongst the Tunisian population which may cause a shift towards healthier products, including juice. Health awareness had already been driving increases in juice in recent years and, despite COVID-19 slowing the volume growth through economic turbulence, it has raised awareness of the importance of having a good immune system and consuming healthier food.
Although juice has largely reached maturity in Tunisia, the category is likely to continue seeing volume growth over the forecast period thanks to the rise of modern grocery retailers. Consumers who shop in such outlets tend to be affluent and are less likely to be significantly affected by the economic effects of the pandemic.
The post-COVID-19 competitive landscape in juice in Tunisia is unlikely to feature a wide variety of new products or regular new launches. Instead, manufacturers are more likely to focus on retrenchment and catering to existing consumer demand trends as rising production costs and the price sensitivity of their consumer base are set to motivate them to take steps to maintain the lowest prices possible.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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