Laundry Care in Tunisia

PROSPECTS

Expanded distribution and penetration of automatic washing machines contribute to continued high growth for laundry care products

Tunisia is witnessing expansion in modern retail formats, which enabling local consumers to enjoy a wider variety of laundry care products and brands, both local and foreign, which is supporting the category’s growth. Laundry detergents account for the majority of sales, and within that category, concentrated detergents are seeing faster volume and value growth as consumers increasingly appreciate their efficacy.

Concentrated detergents, especially liquid ones, and fabric softeners are trending

Consumers have started to show interest in niche products such as concentrated detergents and fabric softeners in their daily laundry use. Fabric softeners gained popularity, since many consumers focus more on softness and fragrance in addition to hygiene.

Bar detergents and hand wash detergents will remain popular while enjoying slower growth

In Tunisia, bar detergents and hand wash detergents will remain popular over the forecast period, despite a projected slowdown in volume and value growth compared to their review period CAGRs. Tunisian consumers still soak clothes with bar soap to remove dirt, before using hand wash detergents or powder or liquid detergents to provide fragrance.

COMPETITIVE LANDSCAPE

Henkel maintains its leading value share on the strength of its Dixan and Nadhif brands of laundry detergents

Henkel continued to lead laundry care in value terms in 2019, mainly due to the success of its standard powder detergents brand Dixan, but also due to the popularity of its more competitively priced Nadhif brand in laundry detergents. The German company has established a wide distribution network in Tunisia, and has created positive brand images by offering high-quality products.

Unilever Tunisie ranks second with brands in several categories

Unilever Tunisie ranked second overall in laundry care in 2019 thanks to the combined performance of its laundry detergents brands Omo and Zed Oxifresh, its fabric softeners brand Cajoline, and its laundry aids brand Persil. The most successful of these brands is Omo, benefiting from a longstanding presence in Tunisia, and from its competitive price positioning, which enables it to remain a popular choice among lower-income consumers.

Early mover advantages, wide distribution networks and aggressive marketing support ongoing leadership of multinational brands

Multinationals including Henkel and Unilever continued to dominate laundry care in Tunisia in 2019. These players benefit from strong early mover advantages within the country in key categories including laundry detergents, as well as wide distribution networks and aggressive advertising support for their brands.

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