Nappies/Diapers/Pants in Tunisia

PRE-COVID-19 PERFORMANCE

Modernisation of lifestyles and increasing number of women in formal employment underpin growth in 2019

In 2019 nappies/diapers/pants continued to benefit from the growing number of consumers demanding both hygiene and convenience. The category’s growth was supported by the expanding consumer base thanks to urbanisation, and the growing number of mothers returning to work.

A concentrated environment dominated by local players

The two leading brands in the nappies/diapers/pants category in Tunisia are 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.

Procter & Gamble’s Pampers a distant third, despite financial strength

The Procter & Gamble Co offers the Pampers brand, which held third place in 2019. Pampers offers diapers of good quality, but prices remain very high compared to alternative offerings in the same category.

2020 AND BEYOND

COVID-19 impact

As a result of COVID-19 the nappies/diapers/pants category is expected to see a slightly improved performance than previously predicted, but only marginally. The impact of the pandemic on the category is limited due to the essential nature of these products, and parental unwillingness to compromise the comfort of their children.

Affected products within nappies/diapers/pants

The panic buying seen in the early development of the COVID-19 crisis, as many parents worried about stocks running out in shops, particularly affected nappies/diapers for new-born infants, due to the additional care requirements of very young babies.

Recovery and opportunities

As the economy recovers from the impact of COVID-19, parents will continue to demonstrate interest in added-value and convenience products such as disposable pants. This will be underpinned by the easing of lockdown restrictions, and an increasing number of parents returning to work.

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