Nappies/diapers/pants are considered an essential product in Tunisia and so are not as susceptible to economic downturns as other products. With the population continuing to grow, nappies/diapers/pants registered growth.
The two leading brands in nappies/diapers/pants in Tunisia continued to be Lilas from Société d’Articles Hygiéniques Sarl, and Libero Peaudouce from Sancella SA. These local companies offer medium- to high-quality products at very competitive prices, in addition to enjoying a strong distribution network.
Nappies/diapers/pants is a mature product area, with little room for growth, and is mainly supported by population growth. With a high level of maturity, differentiation is based on price and quality.
Price-sensitivity will continue to impact consumers choices over the forecast period, as the economy takes times to recover from the pandemic. Other factors such as rising inflation, driven by rising global energy costs, will also lead to rising retail prices.
The growing number of women in formal employment will bolster demand for nappies/diapers/pants, not least because with women spending less time at home, potty training is often done at a later age. Positive growth will encourage manufacturers to invest in strengthening brand awareness to maintain and expand their customer bases.
Domestic brands are expected to continue dominating nappies/diapers/pants over the forecast period, with Lilas and Libero Peaudouce leading the landscape. Global brands, including Pampers, lost share in 2021, with price sensitivity dampening volume sales.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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