Polishes in Tunisia

PROSPECTS

Limited use of polishes products – especially floor and furniture

Polishes products were still not widely used in 2018 and many consumers continued to consider them unnecessary. Floor and furniture polishes were not widely distributed.

Shoe polish to remain the dominant category in polishes

Shoe polish is expected to continue to drive the overall performance of polishes over the forecast period as it dominated retail value sales in 2018, which generally were concentrated in large cities, where consumers tend to take care of their appearance. Many consumers polish their shoes before work in order to look more professional.

Growing urban consumer base will help polishes to record healthy growth over the forecast period

Growth in polishes in Tunisia in 2018 was driven mainly by a growing, though still small, consumer base located in the major cities. This base of consumers continued to expand thanks to the ongoing shift of consumers from rural to urban areas.

COMPETITIVE LANDSCAPE

Comptoir Maghrébin de Commerce (CMC) remains the leader

Comptoir Maghrébin de Commerce (CMC) continued to lead polishes in Tunisia in 2018. The company enjoyed strong brand recognition and loyalty due to its leading global brand Kiwi, within shoe polish.

New product launches expected over the forecast period

New product launches over the forecast period are likely to target modern consumer expectations that are directed at traits that procure ancillary benefits such as protection, durability, waterproofing, disinfecting and/or revitalisation rather than just polishing. Manufacturers are expected to adapt and diversify their product lines over the forecast period.

International players still dominant

International manufacturers continued dominate the category in 2018, largely because it remained untapped by major local home care companies. In general, local companies continued to play the role of local partners to some of the major international brands, and remained reluctant to enter the category directly.

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