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Country Report

Retailing in

Retailing in Tunisia

Feb 2019

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Executive Summary

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Steady growth in 2018, despite economic difficulties

Retailing continued to see a positive performance in Tunisia in current value terms in 2018, with growth in line with the average performance over the review period. Growing urbanisation encouraged consumers to visit modern retail outlets and stimulated sales in shopping centres.

The development of internet retailing supports growth

Despite the relatively low trust surrounding online payments, internet retailing is one of the fastest-growing channels within retailing. The increasing penetration of smart devices, as well as the rapid growth of internet coverage and rising use of mobile 4G connection, is helping to expand the consumer base and ensure strong value sales for internet retailing.

Chained modern retailers redouble their efforts to attract consumers

Competitive prices, discounts and promotions are some of the actions taken by retailers in order to increase sales and attract new consumers. Due to the Tunisian economic slowdown, consumers became more rational and looked for the best price-quality ratio.

The share of multinationals continues to rise as retail modernisation continues

Retailing in Tunisia is characterised by the dominance of local players in traditional outlets, with domestic brand owners which are performing well including Poulina Group Holding, Société Chahia and Masmoudi Patisserie. However, modern outlets are dominated by multinationals, including Carrefour and Casino Guichard-Perrachon (Monoprix).

Further growth is expected over the forecast period

Retailing is expected to register a positive performance in retail current value terms over the forecast period in Tunisia. Middle- and high-income consumers are likely to shop more often in modern retailers, thereby supporting growth.

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Retailing Sample Report Retailing Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing 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 Retailing industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Tunisia for free:

The Retailing in Tunisia market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic number of stores, selling space 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:

How big is the grocery/non-grocery/non-store channel in Tunisia?
Who are the leading retailers in Tunisia?
How is retailing performing in Tunisia?
What is the retailing environment like in Tunisia?
Which channels are winning or losing in the fight for consumers’ money?

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, our Retailing market research database.

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Retailing in Tunisia

EXECUTIVE SUMMARY

Steady growth in 2018, despite economic difficulties

The development of internet retailing supports growth

Chained modern retailers redouble their efforts to attract consumers

The share of multinationals continues to rise as retail modernisation continues

Further growth is expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Summary 1 Standard Opening Hours by Channel Type

Physical retail landscape

Cash and carry

Table 1 Cash and Carry Sales: Value

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 2013-2018
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 16 Retailing GBO Company Shares: % Value 2014-2018
Table 17 Retailing GBN Brand Shares: % Value 2015-2018
Table 18 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 19 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 21 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Tunisia

HEADLINES

PROSPECTS

Apparel and footwear specialist retailers posts a positive performance

Sales are limited by second-hand sales

Internet retailing is set to gain importance

COMPETITIVE LANDSCAPE

No major changes in the competitive landscape in 2018

International brands increase the competition

Highly fragmented competitive landscape

CHANNEL DATA

Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 42 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 43 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 44 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 46 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 48 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Tunisia

HEADLINES

PROSPECTS

Proximity to customers through brand representatives increases value sales

Beauty and personal care direct selling will remain the key category

Social media represents the best way to approach consumers

COMPETITIVE LANDSCAPE

Avon leads direct selling in Tunisia

A strong performance by the Swedish player Oriflame

The competition in direct selling becomes increasingly intense

CHANNEL DATA

Table 49 Direct Selling by Category: Value 2013-2018
Table 50 Direct Selling by Category: % Value Growth 2013-2018
Table 51 Direct Selling GBO Company Shares: % Value 2014-2018
Table 52 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 53 Direct Selling Forecasts by Category: Value 2018-2023
Table 54 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Tunisia

HEADLINES

PROSPECTS

An internet presence will boost store-based sales over the forecast period

Demand for new global products continues to grow

Changing lifestyles will support the growth of health and beauty specialist retailers

COMPETITIVE LANDSCAPE

La Société Tunisienne Fatales leads health and beauty specialist retailers

Health and beauty specialist retailers remains highly fragmented

Competition from traditional beauty specialist retailers

CHANNEL DATA

Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 56 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 58 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 59 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 60 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 62 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 66 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Tunisia

HEADLINES

PROSPECTS

Expanding internet access is set to support increasing demand

Social media positively impacts internet retailing in Tunisia

The continuous growth in the use of credit cards in Tunisia

COMPETITIVE LANDSCAPE

Jumia leads internet retailing in Tunisia

The majority of consumers still prefer cash over credit cards

Apparel and footwear retailers remain in the leading positions

CHANNEL DATA

Table 67 Internet Retailing by Category: Value 2013-2018
Table 68 Internet Retailing by Category: % Value Growth 2013-2018
Table 69 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 70 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 71 Internet Retailing Forecasts by Category: Value 2018-2023
Table 72 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Tunisia

HEADLINES

PROSPECTS

Variety stores is dynamic, underpinned by independent operations

Warehouse clubs will continue to perform well thanks to Carrefour Cash & Carry

Healthy growth is expected over the forecast period

COMPETITIVE LANDSCAPE

Ulysse Hyper Distribution remains the leading player in mixed retailers

The rest of the channel is fragmented

Companies are preparing to compete with internet retailing in the long term

CHANNEL DATA

Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 74 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 75 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 76 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 77 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 78 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 79 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 80 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 82 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 84 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 86 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 88 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Tunisia

HEADLINES

PROSPECTS

Mobile devices are reviving the future of e-commerce

Consumers are increasingly educated about price comparison and payment options

Mobile devices will account for a larger share of internet sales by 2023

COMPETITIVE LANDSCAPE

The leading internet retailers begin launching mobile apps

Social media will continue to fuel the popularity of mobile internet retailing

CHANNEL DATA

Table 89 Mobile Internet Retailing: Value 2013-2018
Table 90 Mobile Internet Retailing: % Value Growth 2013-2018
Table 91 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 92 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Tunisia

HEADLINES

PROSPECTS

Consumers continue to embrace the modern grocery retail experience

Modern formats are gaining ground in Tunisia

Supermarkets witnesses rapid expansion

COMPETITIVE LANDSCAPE

An increasing number of hypermarkets during the forecast period

Ulysse Hyper Distribution continues to grow

Aziza sees its number of outlets increase sharply

CHANNEL DATA

Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 94 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 96 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 98 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 99 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 100 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 102 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 104 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 106 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 108 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Tunisia

HEADLINES

PROSPECTS

Traditional grocery retailers remains the largest grocery distribution channel

No government support

Traditional grocery retailers compete with a convenient credit system

COMPETITIVE LANDSCAPE

The leader Poulina Group Holding performs well

A declining share for traditional grocery retailers

Lower growth compared with modern grocery retailers

CHANNEL DATA

Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 110 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 111 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 112 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 113 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 114 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 116 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

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Megatrends

Country Report

Retailing in Tunisia

New Report Guarantee

Executive Summary

New Report Guarantee

Steady growth in 2018, despite economic difficulties

The development of internet retailing supports growth

Chained modern retailers redouble their efforts to attract consumers

The share of multinationals continues to rise as retail modernisation continues

Further growth is expected over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Retailing in Tunisia

EXECUTIVE SUMMARY

Steady growth in 2018, despite economic difficulties

The development of internet retailing supports growth

Chained modern retailers redouble their efforts to attract consumers

The share of multinationals continues to rise as retail modernisation continues

Further growth is expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing

Opening hours

Physical retail landscape

Cash and carry

Seasonality

Payments and delivery

Emerging business models

MARKET DATA

DEFINITIONS

SOURCES

Apparel and Footwear Specialist Retailers in Tunisia

HEADLINES

PROSPECTS

Apparel and footwear specialist retailers posts a positive performance

Sales are limited by second-hand sales

Internet retailing is set to gain importance

COMPETITIVE LANDSCAPE

No major changes in the competitive landscape in 2018

International brands increase the competition

Highly fragmented competitive landscape

CHANNEL DATA

Direct Selling in Tunisia

HEADLINES

PROSPECTS

Proximity to customers through brand representatives increases value sales

Beauty and personal care direct selling will remain the key category

Social media represents the best way to approach consumers

COMPETITIVE LANDSCAPE

Avon leads direct selling in Tunisia

A strong performance by the Swedish player Oriflame

The competition in direct selling becomes increasingly intense

CHANNEL DATA

Health and Beauty Specialist Retailers in Tunisia

HEADLINES

PROSPECTS

An internet presence will boost store-based sales over the forecast period

Demand for new global products continues to grow

Changing lifestyles will support the growth of health and beauty specialist retailers

COMPETITIVE LANDSCAPE

La Société Tunisienne Fatales leads health and beauty specialist retailers

Health and beauty specialist retailers remains highly fragmented

Competition from traditional beauty specialist retailers

CHANNEL DATA

Internet Retailing in Tunisia

HEADLINES

PROSPECTS

Expanding internet access is set to support increasing demand

Social media positively impacts internet retailing in Tunisia

The continuous growth in the use of credit cards in Tunisia

COMPETITIVE LANDSCAPE

Jumia leads internet retailing in Tunisia

The majority of consumers still prefer cash over credit cards

Apparel and footwear retailers remain in the leading positions

CHANNEL DATA

Mixed Retailers in Tunisia