Sweet Biscuits, Snack Bars and Fruit Snacks in Tunisia

PROSPECTS

Increasing penetration fuelling healthy growth

Sweet biscuits, snack bars and fruit snacks is set to grow over the forecast period, boosted by the increasing number of modern grocery retailers in most urban areas and the expansion of urban consumption and tastes into more rural areas. This expected strong growth can be explained by the increasing number of distribution platforms, especially within modern grocery retailers, as well as new products that have been launched by the growing number of companies selling and producing in the country.

Demand for chocolate coated biscuits boosted by convenience trend

Chocolate coated biscuits is expected to record the highest value growth over the forecast period. This trend can be attributed mainly to the fact that chocolate coated biscuits is a category that is expanding from a very low base.

Focus on marketing and innovation in response to rising prices

Average unit prices within biscuits are expected to continue rising over the forecast period. This will mainly be due to growing raw material costs at a global level, including increasing prices for wheat and cocoa, which will raise production costs.

COMPETITIVE LANDSCAPE

Wide product range ensures SOTUBI remains in pole position

SOTUBI maintained its leadership in sweet biscuits, snack bars and fruit snacks in 2019. The company’s success can be attributed to a longstanding presence in the country and an extensive product portfolio.

Competitive prices, innovation and new products help attract consumers

Major companies such as SOTUHOC and Société Alimentaire du Sud are starting to focus on innovation, developing their distribution systems and launching new products with attractive price-quality ratios. Biscuit companies operating in Tunisia are adjusting their pricing strategies in response to tougher competition and weakening consumer purchasing power.

Growing focus on social media advertising

In terms of advertising, companies used social media at the end of the review period to introduce and advertise their products. Biscuit companies invested the most in television and outdoor advertisements in a bid to expand their customer bases.

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