Mixed Retailers in Tunisia

PROSPECTS

Variety stores is dynamic, underpinned by independent operations

Most variety stores are operated by family entrepreneurs on an independent basis, are unbranded and are located mainly in commercial areas. These small stores include a wide variety of products, mainly covering beauty and personal care products, toys, plastic goods and some small homewares.

Warehouse clubs will continue to perform well thanks to Carrefour Cash & Carry

The exclusivity of warehouse clubs in Tunisia allows them to maintain a focus on large-volume purchases at lower prices than rival retailers. The target audience is likely to remain middle- to high-income consumers.

Healthy growth is expected over the forecast period

The strong performances of both warehouse clubs and variety stores are expected to continue throughout the forecast period. By offering a widening range of products at competitive prices and by expanding their chains of outlets, Tunisia’s leading variety stores have started to actively compete with other retail channels, such as drugstores/parapharmacies and grocery retailers.

COMPETITIVE LANDSCAPE

Ulysse Hyper Distribution remains the leading player in mixed retailers

Ulysse Hyper Distribution maintained its clear lead in mixed retailers in value terms in 2018, accounting for nearly a third of sales. The company’s long-standing presence and the strong name of its supermarkets and hypermarkets under the Carrefour brand form the basis of its success in the country.

The rest of the channel is fragmented

Mixed retailers remained a highly fragmented retail channel in Tunisia in 2018. “Others” accounted for nearly two thirds of sales in value terms in 2018 (and most of the outlets and sales area), as the channel is dominated by independent small outlets; this is expected to continue in the forecast period.

Companies are preparing to compete with internet retailing in the long term

The shift to internet retailing is likely to be amongst the threats to growth in mixed retailers over the forecast period. Price competition and consumer demand are likely to continue to shape the retailing environment in Tunisia, and initiatives are expected to be launched to keep customers loyal.

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