Polishes in Tunisia

PROSPECTS

Already popular with consumers concerned with their appearance, shoe polish benefits from dusty conditions as the country becomes increasingly overcrowded

Shoe polish benefits from the dusty conditions in Tunisia. Indeed, the country is increasingly overcrowded and polluted, which increases the need to purchase shoe polish products.

Metal and furniture polish are seeing higher value growth, although their use is still not widespread nor seen as necessary

Although metal and furniture polish are seeing higher value growth, they were still not widely used in 2019 and many consumers continue to consider them unnecessary. Moreover, floor and furniture polishes are still not widely distributed.

While polishes remain more widely distributed through traditional grocery retailers, sales through modern grocery retailers are rapidly growing

In 2019, polishes remain distributed mainly through traditional grocery retailers. However, the number of modern grocery retailers is growing rapidly in Tunisia.

COMPETITIVE LANDSCAPE

CMC maintains its lead with Kiwi shoe polish brand, recognised for its quality

Comptoir Maghrébin de Commerce (CMC) continued to lead polishes in Tunisia in 2019 on the strength of its leading global Kiwi brand within shoe polish. In addition, thanks to CMC’s longstanding presence in Tunisia, consumers are familiar with its polishes, which continue to enjoy a good reputation for quality.

International polishes brands lead, as high production costs make it difficult for domestic players to enter the category

Polishes in Tunisia is mainly represented by international brands such as Bright and Kiwi, as local home care companies have failed to tap into the category. The lack of local manufacturers of polishes is explained by the high production costs, which makes it difficult for them to enter this category.

Manufacturers likely to adapt new launches to meet diverse requirements beyond just polishing

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 to meet these requirements over the forecast period.

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