Rice, Pasta and Noodles in Tunisia

PROSPECTS

Traditional popularity, convenience and low prices to drive further growth

Under relatively difficult economic conditions, Tunisian consumers are continuing to shift to more affordable products with similar nutritive value. This trend is likely to be beneficial for rice and pasta, consumption of which is expected to increase further during the forecast period.

Demand for pasta boosted by expansion of new foodservice concepts

Many consumers are becoming more familiar with pasta due to the increasing number of specialised foodservice outlets that serve such food. New foodservice outlets are attacking the fast food industry in Tunisia, offering pasta as an alternative to burgers.

Noodles benefits from expansion of modern retailers and Asian cuisine trend

Instant noodles is expected to see strong value growth over the forecast period, albeit from a low base. With increasing imports, companies will seek to improve their marketing strategies and distribution networks.

COMPETITIVE LANDSCAPE

Strong brand image and leadership within dried pasta key to success

Société Les Pâtes Warda continues to lead rice, pasta and noodles value sales. The company’s long-standing presence in the country has made its flagship brand La Rose Blanche a household name in Tunisia.

Demand for imported brands hit by local currency devaluation

Rice, pasta and noodles is led by standard and economy brands, which are produced locally and combine high quality with reasonable prices. Meanwhile, premium brands are mainly imported and typically only accessible to high-income consumers.

Cheaper prices ensure local brands continue to dominate

Domestic companies continue to dominate rice, pasta and noodles in Tunisia, with local brands providing very affordable options that are generally perceived as offering high quality and good taste at a low price. However, international brands continue to dominate noodles, with demand being limited to higher income groups and most sales being made in modern supermarkets and hypermarkets.

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