Whilst not falling into negative figures and continuing to maintain decent growth, sales in other dairy have slowed down over the time of the pandemic in 2020 and 2021. This is because consumer spending power has been impacted by the financial effects of COVID-19, to the tune of a reported 30% loss by 2021.
A further downwards pressure on other dairy comes from the non-essential nature of such products. In addition to lower consumer spending power, the event of the pandemic has also resulted in people spending less on both non-essential and impulse-purchase products.
Ubiquitous domestic dairy player Société Tunisienne des Industries Alimentaires STIAL also maintains its strong lead in other dairy in 2021. This time, the player’s Danette brand comes out on top, followed by the popular Délice.
Due to the event of the pandemic, alongside the fact that other dairy is not considered an essential category, it is a logical and expected area for consumers to cut back and save money. However, due to a trend for players to create special offers and discounts to maintain sales, this has led to an overall consumer expectation of lower prices within the category.
A rebound to stronger sales figures in other dairy is expected in 2022, after which sales will balance at a sustained healthy level for the remainder of the forecast period. However, this recovery will depend on consumers’ gradual return to impulse purchases, alongside the need to keep prices low in the face of an already-challenging environment in the dairy industry overall.
Traditional grocery retailers are expected to maintain their notable value shares regarding other dairy in Tunisia. The modernisation trends seen with supermarkets, for example, did somewhat impact traditional channels over the review period, but more severe cannibalisation is not expected – at least not in the shorter term.
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This report originates from Passport, our Other Dairy research and analysis database.
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