Executive Summary

Nov 2019
PROSPECTS
Hectic pace of modern life fuelling demand for convenience

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.

Sales boosted by ongoing expansion of modern retailers

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.

Rising cost of fresh food fuelling demand for cheaper processed alternatives

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.

COMPETITIVE LANDSCAPE
No change at top due to extensive product ranges of two leading players

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.

Little scope for imported brands to compete on price

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.

Investment in marketing key to maintaining brand loyalty

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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Overview

Discover the latest market trends and uncover sources of future market growth for the Processed Meat and Seafood industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Processed Meat and Seafood industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Processed Meat and Seafood in Tunisia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Processed Meat and Seafood in Tunisia?
  • What are the major brands in Tunisia?
  • Which dietary supplement grew the fastest in the past year?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport.

Processed Meat and Seafood in Tunisia - Category analysis

HEADLINES

PROSPECTS

Hectic pace of modern life fuelling demand for convenience
Sales boosted by ongoing expansion of modern retailers
Rising cost of fresh food fuelling demand for cheaper processed alternatives

COMPETITIVE LANDSCAPE

No change at top due to extensive product ranges of two leading players
Little scope for imported brands to compete on price
Investment in marketing key to maintaining brand loyalty

CATEGORY DATA

Table 1 Sales of Processed Meat and Seafood by Category: Volume 2014-2019
Table 2 Sales of Processed Meat and Seafood by Category: Value 2014-2019
Table 3 Sales of Processed Meat and Seafood by Category: % Volume Growth 2014-2019
Table 4 Sales of Processed Meat and Seafood by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Processed Meat and Seafood: % Value 2015-2019
Table 6 LBN Brand Shares of Processed Meat and Seafood: % Value 2016-2019
Table 7 Distribution of Processed Meat and Seafood by Format: % Value 2014-2019
Table 8 Forecast Sales of Processed Meat and Seafood by Category: Volume 2019-2024
Table 9 Forecast Sales of Processed Meat and Seafood by Category: Value 2019-2024
Table 10 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2019-2024

Packaged Food in Tunisia - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well despite economic challenges
Rising demand for convenience among expanding middle class boosts sales
Increasing prices fuel shift to cheaper domestic brands
Grocery retailers lead sales despite parallel market and supply issues
Sales to be further boosted by rising demand for convenience

FOODSERVICE

Sales to Foodservice
Sales hit by sluggish economy and declining consumer purchasing power
Foodservice operators shift to cheaper ingredients in response to challenging market
High consumer price sensitivity ensures domestic players remain in pole position

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources