Other hot drinks has always been a far smaller category than either coffee or tea in Tunisia and at the start of 2020 other hot drinks remained a niche category of hot drinks. One of the main reasons for the niche status of other hot drinks is the very limited range of products that are available in the category.
Other hot drinks is a category in which consumption is dominated by children, teenagers and young adults. With this in mind, the leading players in the category tend to focus their advertising and marketing campaigns on children, with older teenagers and other adult consumers generally considered to be secondary consumer groups.
The niche status of other hot drinks and the limited demand for these products outside of the core consumer base of children means that sales were not particularly negatively impacted by the COVID-19 pandemic during 2020. While off-trade growth rates remained in line with what was seen earlier in the review period, on-trade growth slowdown over the course of the year due to the unavailability of cafés, restaurants and other consumer foodservice outlets during the quarantine lockdown which was imposed upon the Tunisian population during the early stages of the COVID-19 pandemic.
Growth in off-trade sales of other hot drinks is expected to accelerate over the forecast period as the category benefits from the positive trends that emerged towards the end of the review period. Specifically, the substantial expansion in the range of brands and products available in the category is expected to appeal to a more diverse consumer base, in some cases including adults.
One of the factors that has traditionally held back the development of other hot drinks in Tunisia is that these products have a very low profile in the on-trade channel. On-trade sales of coffee and tea are considerably higher than off-trade sales and this has traditionally been a major factor underpinning the general success of these categories in Tunisia.
Currently, the off-trade distribution of other hot drinks products is limited almost exclusively to supermarkets and hypermarkets. However, small grocery retailers remains the most important retail distribution channel for hot drinks generally.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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