Tunisia

As the economic situation in Tunisia remains challenging, with high inflation rates and a decrease in purchasing power, there has been a rise in the number of economy yoghurt products in 2023. Local brands such as Délice, Vitalait, Natilait, and YAB…

Wound care in Tunisia is experiencing a significant increase in unit prices in 2023 compared to previous years.

While wipes in Tunisia registered double-digit percentage value growth, constant value growth was much more moderate, as inflation continued to be high and consumers prioritised essentials, as purchasing power fell. Baby wipes continued to account…

Wine witnessed volume and value growth in 2022 thanks to the strong recovery of on-trade sales, with all types of bars/pubs, restaurants and nightclubs reopened. The only downside to this trend was the weaker performance in off-trade sales, which…

Slimming teas is experiencing high demand in Tunisia in 2023, with particular attention being paid to the category leader, BiOrigine Thé Minceur from Laboratoires Vitarmonyl. Tunisian consumers are increasingly seeking natural and holistic approaches…

Tunisia is currently experiencing a shortage of vitamin A due to the fact that the main products that are distributed in the country are imported by the Central Pharmacy, but these are in short supply. This shortage has created challenges in meeting…

Population expansion in Tunisia up to 2040 will be driven by natural increase in 2021-2040, as net migration remains negative. Ageing will be a key theme, impacting consumer trends and putting more pressure on state resources. Tunisia’s appeal as a…

Tunis and Safaqis are Tunisia’s most economically vibrant cities. The cities’ economic strength is partially supported by higher consumer expenditure, compared to the other cities within the country. Nevertheless, Sousse holds the greatest potential…

The Tunis in Tunisia report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

Modern grocery retailers, such as supermarkets and hypermarkets, play a pivotal role in the category in Tunisia as the primary sellers of imported toilet care brands. These retailers offer notable international brands like Harpic (Reckitt Benckiser…

2022 was a challenging year for tobacco in Tunisia, with current and constant value sales falling, as well as volume sales. This dismal picture was largely due to a double-digit fall in the volume sales of cigarettes and this was in spite of a…

While tissue and hygiene in Tunisia registered double-digit percentage current value growth, constant value growth was much more moderate, though still healthy. This was in spite of continuing high inflation and also slower growth in the economy, as…

Like fresh coffee, loose black tea is monopolised by the Office du Commerce de la Tunisie (OCT) in Tunisia for importation and distribution. Due to financial constraints faced by the OCT, leading to an inability to settle payments with international…

Honey is experiencing a surge in demand in Tunisia in 2023, with volume sales recording double-digit growth in the year. This performance can be attributed to a new strategy adopted by local companies, who have shifted from selling unpackaged honey…

In 2022, the domestic player Société l'Appetissante SARL, added a new Choco Tom wafer to its sweet biscuits portfolio in Tunisia. Choco Tom is already a popular product in Tunisia and is also one of oldest sweet filled biscuits available. However,…

There has been a noticeable rise in the offer and presence of international surface care brands in modern retail channels in Tunisia, such as supermarkets, hypermarkets, discounters and, in some cases, retail e-commerce. The owners of international…

During 2022, the sun care category in Tunisia witnessed the launch of the first domestic, locally produced brand, Narcisse Sund. The product is locally produced and sold via pharmacies and retail e-commerce. Demand remains limited due to a lack of…

Pastilles, gummies, jellies and chews recorded the highest retail volume and current value growth in 2023, due to robust sales performance of local and international brands. The Tunisian company Société Tunisienne de Chocolaterie et de Confiserie…

The Tunisian economy continue to struggle and its agricultural sector is particular in negatively impacted by drought. Inflation still remains high, especially for food, and this is reflected in a muted performance for staple foods, with minimal…

First Class Distribution is a new player that has emerged in sports nutrition in Tunisia in 2023. This company has gained prominence with it becoming the exclusive distributor of the Optimum Nutrition brand, which was previously distributed by Aecor…

On-trade sales account for a significant proportion of sales in spirits and so the category was more heavily impacted by the COVID-19 pandemic compared to other alcoholic drinks. During the two years of the pandemic, almost all bars, pubs and…

Soft drinks in Tunisia saw significant price hikes in 2023, primarily thanks to the broader economic crisis and inflationary pressure, leading to stifled demand and reduced volume sales. Certain categories, however, showed robust growth thanks to…

The snacks category in Tunisia is feeling the harsh impact of very high inflation rates and price increases in 2023. In current value terms, snacks is seeing double-digit growth partly fuelled by higher retail prices. In retail volume terms, snacks…

In November 2021, the global tobacco giant Philip Morris entered heated tobacco and heating devices with its iQOS 3 Duo and HEETS brands, under the Régie Nationale des Tabacs et des Allumettes (RNTA) umbrella. One year on, heated tobacco registered…

Skin care is an increasingly interesting category for a growing number of Tunisian companies. This category offers potential for growth as consumers are more aware of the importance of taking proper care of their skin, for beauty and health reasons,…

Despite the diversity of savoury snacks in Tunisia, potato chips remain the firm favourite among Tunisians. Affordable prices and aggressive promotions have kept the potato front of mind in the savoury snacks category, with marketing campaigns a key…

Tomato paste is witnessing a notable price increase (up to 11%) in 2023 as a result of a surge in production costs due to rising labour and energy costs, and investment in processing facilities. Tomato price increases due to adverse weather…

The Safaqis in Tunisia report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

In 2022, brand leader Smirnoff Ice was unavailable for some periods of the year in the off-trade channels, including supermarkets and hypermarkets, due to import issues. This problematic situation created an important opportunity for other RTDs to…

Aris Ice Tea marks a significant milestone as Tunisia's first locally-produced RTD tea. With all existing products in the market being imported, Aris is a pioneering Tunisian offering in this category. The brand boasts a diverse range of four…

Pasta is subsidised by the government in Tunisia and pasta is a key staple in the Tunisia diet, with Tunisia having one of the highest global consumption rates per capita of pasta. However, in 2023, with local wheat production yields significantly…

Though retail tissue in Tunisia registered double-digit percentage value growth, constant value growth was much more modest, as inflation continued to be high. In response, consumers looked to economise and bought much larger economy packs, such as…

The persistent challenge of inflationary pressure continued to hinder growth in retail in Tunisia in 2022, despite concerted government efforts to alleviate the issue. This economic strain remains and is especially pronounced in discretionary goods,…

Retail e-commerce in Tunisia underwent significant expansion in 2022, fuelled by enhanced internet penetration and evolving consumer lifestyles. According to the Department of Commerce, as of September 2022, Tunisia was home to approximately 1,680…

Retail adult incontinence in Tunisia registered significant volume growth in 2023. This was due to several factors. Foor instance, increased awareness of the availability of such products support volume growth. In addition, Tunisia’s population is…

In Tunisia, there is increased demand for frozen processed red meat within the foodservice industry. Red meat products are increasingly being imported from countries like Australia and Argentina and directly supplied to restaurants and fast food…

Shelf-stable vegetables continue to account for most volume sales. The launch of several new local brands has also introduced competition into the segment. These are Stifen, Navara and Greeno. In addition, the range of vegetables on offer is…

Due to the economic crisis and the currency reserves that are in continuous decline, the Ministry of Trade opted to implement new rules on the importation of premium beauty and personal care products. Companies that want to import beauty and personal…

All significant categories (floor polish remained negligible) posted positive retail volume and value growth at the end of the review period. Indeed, they all posted their fastest increases of the review period in 2023. Metal polish continued to…

Tunisia continues to be ‘mostly unfree’ for economic freedom, given the increasing stranglehold of the presidency that is resulting in human rights violations. Although inflation is falling, its elevated level is negatively affecting the economy,…

Paediatric vitamins and dietary supplements in Tunisia is experiencing remarkable growth in current value terms in 2023. This growth can be attributed to several factors, including the significant presence of both locally produced and imported…

Inflation and other economic pressures meant that other hot drinks saw significant hikes in unit price in Tunisia in 2023. This was further exacerbated by the global increases in raw material costs, especially cacao sourced from west African…

In 2023, chilled dairy desserts saw tight competition between domestic players Délice and Vitalait. Both companies are introducing new flavours and innovative packaging to attract consumers. Délice, being the market leader, is introducing new…

Oral care products were only affected by home seclusion and consumer lockdown during the first quarter of 2021. Many distributors turned to online shopping and home deliveries in order to make it easier for consumers to get supplies and access their…

Home products specialists felt significant impact from the escalating cost of raw materials in 2022. The surge in raw material prices had a cascading effect on consumer demand for home products, as retailers were compelled to transfer the additional…

Nappies/diapers/pants in Tunisia registered modest constant value growth and only muted volumed growth in 2023, despite continuing population growth. High inflation dampened volume sales and many consumers opted for reusable home-made cloth nappies…

Menstrual care in Tunisia registered both moderate constant value and volume growth in 2023, despite continuing inflation and a challenging economy. Continuing population growth supported increased volume sales, as did frequent discounting from the…

After two unprecedented years characterised by the height of the COVID-19 pandemic, 2022 proved to be a year of recovery for men’s grooming in Tunisia. Moreover, despite the economic crisis, men’s grooming in Tunisia remained attractive to many…

All soup brands in Tunisia are imported, with Calfort, Ideal and Knorr dominating sales. These brands invest significantly in advertising campaigns, particularly on Middle Eastern television channels, which are widely viewed by Tunisian consumers.…