Surface care products are set to see solid growth in 2021, although the category has decelerated from its performance in 2020. This spike in demand was driven by consumer concerns surrounding COVID-19, and the need for more surface sterilization to reduce the spread of the virus.
Local producer Société d'Articles Hygiéniques Sarl (SAH) saw a second year of strong growth in value share in 2021, helped by large levels of investment. In 2021, the company expanded its portfolio of products for the Lilas Sols & Surfaces brand, widening its offer to six products, as well as launching a new multi-purpose format called Gel avec Javel 5 en 1.
Niche products like furniture polish wipes have seen the strongest volume growth in 2021, albeit exaggerated by emergence from a low base. However, there has been genuine organic growth for a number of task-specific products, notably bathroom cleaners in 2021.
Surface care is set to see sold sales growth in both volume and value terms over the forecast period. Value growth will be underpinned by macroeconomic changes; the anticipated rise in inflation and the further devaluation of the Tunisian dinar will continue to erode consumer purchasing power, and rising production and distribution costs will add to price pressure.
Historically, demand for task-specific products in Tunisia has been weak – in 2021, multi-purpose cleaners generated over a third of all volume sales. The greater convenience and cheaper cost of a single product has always appealed to consumers.
Surface care is set to benefit from shifting retail trends in Tunisia. The value share of products sold through souks and traditional grocery retailers is set to fall, although it will remain the dominant channel as a result of the huge number of outlets spread across the country.
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This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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