Laundry Care in Tunisia

PROSPECTS

Rising demand for laundry detergents

Laundry care will continue to benefit from consumer demand for convenience and effective results. With many consumers facing growing time constraints, convenience will continue to be one of the main factors when buying laundry care products, alongside cleanliness and freshness.

Innovation supports laundry care

Trends such as demand for more effective laundry detergents and bigger packs are anticipated to persist. Consumers are also expected to shift away from powder to liquid laundry detergents, as they are perceived to be more effective and do not damage automatic laundry machines.

Bar detergents products remain popular

In Tunisia, bar detergents products will remain popular, despite the growing use of hand wash detergents together with bar soap. Tunisian consumers still soak clothes with bar soap to remove dirt, before being fragranced with powder or liquid detergents.

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie maintains its lead

Henkel-Alki Tunisie maintained its leadership in laundry care in 2018, and held a wide lead over followers such as Procter & Gamble. The German company established a wide distribution network in Tunisia, and created a positive image of brands and introduced various high quality products.

Unilever Tunisie SA ranks second

Unilever Tunisie SA ranked second in 2018. The multinational company has a multi-brand strategy, with brand names such as Omo, Cajoline, Persil and Zed Oxifresh, which enjoyed increasing brand awareness and good positioning.

Multinationals lead laundry care in Tunisia

International brands dominated sales in 2018, with Unilever and Henkel in the lead. The fact that international companies offered high quality products led to their success.

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