Surface care in Tunisia witnessed a surge in demand in 2020 across most categories in volume terms. The COVID-19 pandemic brought a high level of perceived threat from viruses and germs in general, leading to significantly pronounced attention to hygiene among Tunisian consumers.
Since the COVID-19 pandemic started in Tunisia, consumers have become more aware and concerned about their own and their family’s health and hygiene. This trend is driven in part by communication campaigns by Tunisian health authorities as well as the marketing campaigns of major players in the surface care category.
Multi-purpose cleaners continue to appeal to the wide majority of Tunisian households. This is mainly due to the fact that a great proportion of the Tunisian population is price conscious, which limits demand for specialised surface care products.
Over the forecast period, surface care is expected to register decreased constant retail value sales growth, with a similar constant forecast CAGR as that of the review period. The projected rise in inflation and the further devaluation of the Tunisian dinar will continue eroding consumers’ purchasing power.
Given the increased demand of surface care products as a result of the pandemic, it is likely that manufacturers will launch a number of new products over the forecast period that will include new scents, adjusted packaging, or other ways of adding value to keep demand high. Moreover, as consumers gradually become more aware of the surface care products available to them, they are expected to show more interest in products designed to care for specific surfaces.
Multi-purpose cleaners continued to hold the largest share of surface care value sales in 2020 and is likely to be the only category that will see average retail value sales growth at constant 2020 prices over the forecast period. Nevertheless, growing consumer awareness of the importance of hygiene and eliminating bacteria and viruses is likely to increase the demand for surface care products over the forecast period.
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This report originates from Passport, our Surface Care research and analysis database.
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