Nappies/Diapers/Pants in Tunisia

PROSPECTS

Improving health standards drive sales

Many Tunisians strive to achieve better living standards for themselves and their families. In large cities, consumers buy good quality products, especially when it comes to nappies/diapers/pants.

Healthy growth expected within nappies/diapers/pants over the forecast period

Nappies/diapers/pants is expected to record growth in both volume and value terms in the forecast period. Growth will mainly be driven by growing urbanisation in the country, as people move to the cities looking for a better life and greater opportunities.

Alternatives such as cloth and cotton wool may present a challenge

Low-income consumers who cannot afford to buy nappies/diapers tend to opt for cheaper alternatives such as using cloth and cotton wool. This is very common, especially in rural areas.

COMPETITIVE LANDSCAPE

Société d’Articles Hygiéniques Sarl (SAH) dominates nappies/diapers/pants in Tunisia

SAH dominated nappies/diapers/pants in 2018. The company produces locally and has a very strong distribution strategy, selling its products across various distribution channels all over the country.

Social media campaigns capture and retain consumers

Although the three leading players constantly invest in television advertising, social networks have become very relevant and a clear opportunity to obtain and retain followers. Campaigns have included competitions that allow followers to receive monthly packs of free nappies, opinion forums to help and educate new parents, and the use of parenting blog influencers who answer questions and advise users through Facebook Live programmes.

Modern retail channels boost brand awareness

Rising brand awareness is set to drive sales growth over the forecast period. As domestic players continue to increase production and expand their economy and standard ranges, prices are likely to be more affordable to lower- and middle-income consumers.

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