Tunisian consumers stockpiled essential food and hygiene products in 2020 when the country first went into lockdown in March 2020. Consequently, sales of laundry care products were positively affected by the Q1 2020 stockpiling, however to a lesser extent than some other home care products - such as surface care as people stockpiled antiseptic and antibacterial products.
Subsequent to the outbreak of COVID-19 in Tunisia, the country went into a recession due to economic activity being halted during lockdowns. As a result, many consumers were more price conscious during the year and rather bought economy laundry care brands.
Multinationals including Henkel and Unilever continued to dominate laundry care in Tunisia in 2020. 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.
Despite tough market conditions, dramatic changes in consumers’ habits and lifestyles, laundry care sustained positive value growth in Tunisia in 2020. This was mainly due to consumers doing more washing despite a decrease in average unit price.
Laundry care will continue to dominate home care in Tunisia during the forecast period, despite a decrease in constant retail value sales growth. However, possession rates of automatic washing machines is rising countrywide.
Auto dosing is starting to emerge in Tunisia, thanks to the entrance of smart automatic machines, which are able to use the correct dosage of laundry detergent based on a wash load calibration established by the laundry’s weight. This innovative technology should limit wastage and increase demand for liquid tablet detergents, which tends to be more economic and convenient.
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This report originates from Passport, our Laundry Care research and analysis database.
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