Spirit-based RTDs is the only type of RTD present in Tunisia. These are largely purchased in on-trade channels such as bars, in particular by inbound tourists as Tunisians often prefer to mix their own cocktails at home in order to save money.
RTDs are benefiting from ongoing development in retail distribution in Tunisia, driving growth through modern grocery retailers. Sales are also benefiting from the increasing popularity of these drinks as they become more familiar to consumers, supported by the introduction of new products with different flavours as flavoured alcoholic beverages are increasingly popular in Tunisia.
Magro increased its share in RTDs in 2020 to become the near-monopoly supplier of these drinks, leaving little room for other players’ brands in total volume terms. This is due to the variety of products it offers in this area.
RTDs is expected to return to marginal total volume growth in 2021, followed by slowly accelerating rates over the remainder of the forecast period.
In Tunisia, only imported RTDs are available, with Magro leading distribution of global brands such as Smirnoff. No local RTD brands were available in on-trade or off-trade distribution channels at the end of the review period and this is unlikely to change in the forecast period, given that the weak economic conditions have only been exacerbated by the COVID-19 pandemic, making it extremely unlikely that local manufacturers will be able invest in this niche area of alcoholic drinks.
Total volume growth of RTDs is expected to be dragged down by the poor performance in the on-trade over the forecast period due to the economic impact of COVID-19, resulting in rising unemployment and lower disposable incomes, and as tourism slowly recovers following the pandemic.
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This report originates from Passport, our RTDs research and analysis database.
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