Retailing in Tunisia

Retailing in Tunisia

EXECUTIVE SUMMARY

COVID-19 impact on retailing

COVID-19 country impact

Legal restrictions on the ownership of chemists and drugstores mean fragmentation

Apparel and footwear specialist retailers poised for dynamic development

Strong growth and development expected as retailing moves into the 21st century

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type 2019

Physical retail landscape

Cash and carry

Table 1 Cash and Carry Sales: Value 2014-2019

Seasonality

Eid Al-Fitr
Back to School

Payments and delivery

Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 4 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 6 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 16 Retailing GBO Company Shares: % Value 2016-2020
Table 17 Retailing GBN Brand Shares: % Value 2017-2020
Table 18 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 19 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 21 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Modern Grocery Retailers in Tunisia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts value sales of modern grocery retailers in the first half of 2020 as consumers stockpile essential items

Ensuing economic recession led demand to shift towards economy variants

Companies donate funds to limit COVID-19’s economic fallout

RECOVERY AND OPPORTUNITIES

Modern retailers draw customers on the basis of greater variety and lower prices

As the pandemic subsides, consumers are anticipated to return to modern retailers for a family day out experience

E-commerce set to change the landscape for modern grocery retailers

CHANNEL DATA

Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 43 Sales in Modern Grocery Retailers by Channel: Value 2015-2020
Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020
Table 45 Modern Grocery Retailers Outlets by Channel: Units 2015-2020
Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025
Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025
Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025

Traditional Grocery Retailers in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Traditional grocers remain resilient despite slow growth and strong competition

COVID-19 benefits traditional grocery retailers as consumers prefer to shop at proximity stores during lockdown

A handful of strong chains lead sales in a highly fragmented category

RECOVERY AND OPPORTUNITIES

Questions about the sustainability of traditional retailing lead to calls for support

The trend towards one-stop shopping to continue working against traditional retailers

Informal retailing presents strong competition to traditional grocery retailers

CHANNEL DATA

Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Tunisia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 negatively affects demand for new apparel and footwear, influencing value sales in the sales channel accordingly

Sanitary crisis leads apparel and footwear sales to shift to e-commerce

Local players remain the leaders in a highly fragmented competitive landscape

RECOVERY AND OPPORTUNITIES

A sense of frugality, risen during the pandemic, is likely to hamper growth in apparel and footwear going forward

As remote work becomes common practice, demand for new apparel and footwear is set to decline

The threat of the shift to e-commerce is expected to grow

CHANNEL DATA

Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Tunisia

KEY DATA FINDINGS

2020 IMPACT

COVID-19 boosts value sales of pharmacies and parapharmacies while negatively affecting beauty specialist retailers and optical goods stores

FATALES remains the only chained player of note in a highly fragmented category

Independent players remain dominant as “others” accounts for almost all sales

RECOVERY AND OPPORTUNITIES

Higher awareness of the benefits of consumer health products to spur growth

E-commerce set to pose challenges to health and beauty specialist retailers

Recovery of value sales in optical goods stores likely to be slow

CHANNEL DATA

Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Mixed Retailers in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Mandated to close, COVID-19 negatively affects mixed retailers

Variety stores remains the dominant mixed retailers channel

Carrefour Cash & Carry leads mixed retailers despite having only three outlets

RECOVERY AND OPPORTUNITIES

The convenience and value of mixed retailers appeal to very many Tunisians

Warehouse clubs remains a small but influential retail channel

Independent retailers to face challenges due to the emergence of e-commerce

CHANNEL DATA

Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 87 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 89 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 91 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 92 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 93 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

Direct Selling in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Lockdown and economic uncertainty negatively affects direct selling in 2020

Avon maintains its leading position with a huge lead over its closest rivals

Oriflame benefits from its effective marketing campaigns

RECOVERY AND OPPORTUNITIES

Global players bring credibility and stability to a channel still in development

Rising unemployment rate will lead more Tunisians to pursue a career in direct selling

The emergence of e-commerce presents challenges and opportunities

CHANNEL DATA

Table 101 Direct Selling by Category: Value 2015-2020
Table 102 Direct Selling by Category: % Value Growth 2015-2020
Table 103 Direct Selling GBO Company Shares: % Value 2016-2020
Table 104 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 105 Direct Selling Forecasts by Category: Value 2020-2025
Table 106 Direct Selling Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Sanitary crisis speeds up digital innovation

Informal e-commerce via social media sees a rise during the pandemic

Local omni-channel players remain the leading names in e-commerce

RECOVERY AND OPPORTUNITIES

Increased adoption of e-commerce during the pandemic brings about a lasting change in consumer habits

High digital penetration underpins strong growth potential for e-commerce

New entrants likely to be seen as the channel continues to develop significantly

CHANNEL DATA

Table 107 E-Commerce by Channel and Category: Value 2015-2020
Table 108 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 109 E-Commerce GBO Company Shares: % Value 2016-2020
Table 110 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 111 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 112 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Tunisia

KEY DATA FINDINGS

2020 IMPACT

Mobile e-commerce usage increases in tandem with growth of e-commerce

Food delivery services drive growth in mobile e-commerce in 2020

Mobile e-commerce has an underdeveloped competitive environment

RECOVERY AND OPPORTUNITIES

Mobile e-commerce to flow from importance of mobile devices and apps in daily life

The development of more mobile-friendly websites set to be key to channel growth

Increased trust in online payments will support growth in mobile e-commerce

CHANNEL DATA

Table 113 Mobile E-Commerce: Value 2015-2020
Table 114 Mobile E-Commerce: % Value Growth 2015-2020
Table 115 Mobile E-Commerce Forecasts: Value 2020-2025
Table 116 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

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