Spreads in Tunisia

TRENDS

Retail value sales in spreads continued a gradual ascent over the review period and the category registered growth of 10% in current terms in 2017. This was largely due to the heavy consumption of jams and preserves and chocolate spreads with bread. Indeed, indulgence and children-targeted products such as chocolate spreads are very popular.

COMPETITIVE LANDSCAPE

Société Tunisienne de Chocolaterie et de Confiserie continues to lead within spreads with a value share of 30% in 2017. The long-standing presence of the company in the country (since 1972) is the main reason for the widespread popularity of its Saïd brand. Furthermore, Saïd has become a household name in Tunisia, and continues to benefit from strong distribution through traditional and modern retail channels as well as intense marketing support. Moreover, the local brand also enjoys widespread brand loyalty among Tunisian consumers and it is highly trusted throughout the country.

PROSPECTS

Growth over the forecast period is expected to remain healthy, with a retail value CAGR of 11% at constant 2017 prices and a retail volume CAGR of 5% being predicted. Growth in the number of middle-income consumers will remain one of the biggest drivers of demand for spreads. At the same time, the category will continue to benefit from rising consumer-awareness, especially in the chocolate spreads category thanks to the strong position of local players such as Société Tunisienne de Chocolaterie.

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