Processed meat and seafood is expected to see a positive performance during the forecast period. As lifestyles are becoming busier, demand is expected to rise.
Competition in processed meat and seafood is projected to intensify, with many companies working to expand their distribution networks and stepping up investment in marketing activities. In addition, certain products, including frozen processed poultry and frozen processed red meat, will also gain shelf space, supported by the widening presence of supermarkets an hypermarkets, which offer a wider variety of products compared with traditional grocery retailers.
Processed meat and seafood in Tunisia is characterised by little innovation and steady demand. The growth of the category is in line with price inflation and supported by an already strong distribution network.
Processed meat and seafood remains fairly fragmented in Tunisia, with ManarThon continuing to lead value sales in 2019, followed by Ste El Mazraa, which is in turn far ahead of remaining players. Ste El Mazraa provides processed meat and seafood to its own chained outlets, where El Mazraa is positioned as a private label line.
Domestic manufacturers continue to dominate processed meat and seafood value sales in Tunisia due to their long-standing presence in the country. This has enabled local companies to generate strong consumer loyalty for their respective brands, which are also usually more affordable than imported products, especially those from Europe.
Both leading companies in processed meat and seafood support their brands with extensive advertising and promotional campaigns. Advertising intensifies during the holy month of Ramadan, with spots being aired on popular television series or before the main news in order to attract consumers and maintain brand awareness.
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This industry report originates from Passport.