Soft Drinks in Tunisia

Soft Drinks in Tunisia

EXECUTIVE SUMMARY

Sales boosted by widening availability and strong marketing

Urbanisation, distribution channel development, and advertising campaigns are main factors in positive growth

Leading players continue to hold their value shares thanks to strong brands and affordable prices

Limited innovations focus on value for money options, including new pack sizes

Steadier growth ahead although price-sensitivity could continue to pose a constraint

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Bottled Water in Tunisia

HEADLINES

PROSPECTS

Poor quality of tap water in Tunisia keeps bottled water sales healthy

Lifestyle changes boost water sales, inspiring new affordable brands to enter the category

Popularity of flavoured bottled water attracts new players to the category

COMPETITIVE LANDSCAPE

Société des Stations Thermales et des Eaus Minérales’ Safia brand takes the top spot in 2019, thanks to national coverage and promotional activity

Flavoured bottled water is being repackaged to suit consumers’ needs

Players boost flavoured bottled water with advertising campaigns and strengthened distribution

CATEGORY DATA

Table 27 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 28 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Tunisia

HEADLINES

PROSPECTS

Carbonates to benefit from development in foodservice channels, as younger consumers remain target audience

Changing eating habits and expansion of modern grocery retailers giving carbonates a boost

Carbonates is saturated and may face a threat from health and wellness trends

COMPETITIVE LANDSCAPE

Domestic players continue to dominate carbonates due to high import taxes, with Société Tunisienne de Boissons Gazeuses maintaining majority value share

Low-end brands may enter carbonates to compete with less-expensive flavoured bottled water

Government regulations on global players keep domestic players in the lead

CATEGORY DATA

Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 43 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 44 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024

Concentrates in Tunisia

HEADLINES

PROSPECTS

Positive growth continues for concentrates due to domestic production keeping unit prices low

Accessibility of liquid concentrates leads the way for category growth over the forecast period

Premiumisation of liquid concentrates set to compete with juice

COMPETITIVE LANDSCAPE

Popular flavours and wide distribution network enables Société Hazem to hold top spot, but Ruspina and Zina brands are hot on its heels

Marketing and distribution assist Best Brands SA to maintain powder concentrates lead with Fruit’o and Fresco brands

Innovation limited, but expected to increase with premiumisation trends to come

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 56 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 57 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 60 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 61 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 62 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 63 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 64 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 65 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 66 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 68 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 69 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 70 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Tunisia

HEADLINES

PROSPECTS

Energy drinks benefit from off-trade and on-trade developments, to cater for young consumers at both work and play

High and increasing unit prices, due to import tax and currency depreciation, pose main threat to energy drinks

Young consumers remain main target in a restricted category

COMPETITIVE LANDSCAPE

Red Bull remains the dominant brand in energy drinks due to global recognition

Specialised products look to be the best way new players can attract new consumers

Domestic players entering category could assist growth with lower-priced options

CATEGORY DATA

Table 71 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 72 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 73 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 74 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 75 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 77 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 78 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 79 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 80 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 81 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 82 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Tunisia

HEADLINES

PROSPECTS

Marketing and promotions over product innovation is helping leading players boost positive growth in juice

Innovation in packaging led by trend for PET

Manufacturers meet consumer demands with accessible pricing and new packaging designs

COMPETITIVE LANDSCAPE

Société Nouvelle des Boissons Gazeuses continues to lead juice thanks to strong brand awareness and increasing shelf space in supermarkets

Expansion of Délice de Fruits range keeps Société des Boissons du Cap Bon in second place

Domestic brands maintain leadership over imports, thanks to competitive pricing and similar products

CATEGORY DATA

Table 83 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 84 Off-trade Sales of Juice by Category: Value 2014-2019
Table 85 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 86 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 87 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 88 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 89 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 90 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 91 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 92 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 93 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 94 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Tea in Tunisia

HEADLINES

PROSPECTS

RTD tea remains niche but is expected to gain popularity

New brand entries with strong innovation anticipated over the forecast period

Domestic production not in play in RTD tea

COMPETITIVE LANDSCAPE

Unilever Tunisie holds monopoly due to well-established Lipton brand

Local players look unlikely to enter RTD tea, due to low sales and economic concerns

CATEGORY DATA

Table 95 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 96 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 97 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 98 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 99 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 101 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 102 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 103 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 104 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 105 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 106 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

---