All categories recorded retail volume growth in 2022, with much stronger retail current value increments, albeit mainly due to price increases amid an inflationary economic climate. Several categories, such as retail adult incontinence, retail tissue, some wipes and sanitary protection produced strong performances in retail volume and current value growth due to heightened awareness of the importance of hygiene.
Price hikes provided a key trend in 2022. Due to economic crisis, high inflation, currency exchange rates and under pressure purchasing power, prices of tissue and hygiene increased strongly and affordability was hampered.
The local player Société d'Articles Hygiéniques Sarl (SAH) retained its dominant position in retail tissue and hygiene in 2022. The company’s strong position was underpinned by a long-standing and wide category presence, a broad range of products at competitive prices and investments in social media, marketing and advertising, special deals and promotions to entice consumers.
Supermarkets, hypermarkets and discounters gained retail value shares in 2022, as modern grocery retail formats increased their footprint across Tunisia. Supermarkets accounted for over one half of retail value sales at the end of the review period, while the discounter Aziza was the driver of this format in the country.
Overall, tissue and hygiene is set to see healthy retail volume growth over the forecast period, partly due to population growth, but also ongoing urbanisation and retail modernisation, heightened awareness of the importance of hygiene, convenience and social changes. In general, in spite of ongoing economic uncertainty, the essential perception of many tissue and hygiene products should also support demand.
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Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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