Executive Summary

Oct 2019
PROSPECTS
Multivitamins outperforms single vitamins

Vitamins posted a strong performance in 2019, boosted by the growth of multivitamins. Tunisians showed a preference for combination items, and choose multivitamins over single vitamins as it was perceived to be better value for money.

Government campaigns set to raise further awareness of healthy living

The government continued to raise awareness of the benefits of a healthy diet and lifestyle, battling against the obesity levels in Tunisia. While the majority of consumers, particularly low-income families, have unhealthy diets, with the help of the government more consumers were becoming better informed about the importance of a well-balanced diet and the nutrients they need.

Reduced disposable income could threaten value sales

For some of the population in Tunisia, vitamins are considered non-essential items. As a result, the most significant threat to growth in vitamins during the forecast period will be the decline in consumer disposable income.

COMPETITIVE LANDSCAPE
Bristol-Myers Squibb UPSA Tunisie continues its lead

Bristol-Myers Squibb UPSA Tunisie continued to lead retail value sales of vitamins, through vitamin C Upsavit, which was available in the majority of chemists/pharmacies in urban areas. Upsavit was also successful in its use of in-store visuals throughout chemists/pharmacies, attracting further customers.

When it comes to vitamins, consumers stick to what they know

While vitamins continued to grow, competition remained relatively saturated. Tunisians preferred purchasing vitamins that they either recognised or ones that were recommended by family, friends or a medical professional.

Innovation as domestic players improve quality and packaging

Over the forecast period, players within vitamins are expected to continue to innovate and introduce items that benefit specific diets, such as gluten-free and vegan. Domestic players such as Vital Boumhel Tunisie and Société des Industries Pharmaceutiques de Tunisie are expected to improve their quality and packaging with the aim of creating greater demand.

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins industry in Tunisia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Vitamins industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Tunisia market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as: 
  • What is the market size of Vitamins in Tunisia?
  • What are the major brands in Tunisia?
  • Are combination products with acetaminophen still popular?
Why buy this report?
  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Vitamins in Tunisia - Category analysis

HEADLINES

PROSPECTS

Multivitamins outperforms single vitamins
Government campaigns set to raise further awareness of healthy living
Reduced disposable income could threaten value sales

COMPETITIVE LANDSCAPE

Bristol-Myers Squibb UPSA Tunisie continues its lead
When it comes to vitamins, consumers stick to what they know
Innovation as domestic players improve quality and packaging

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Tunisia - Industry Overview

EXECUTIVE SUMMARY

A low supply of medication and health and wellbeing shaped consumer health
Steady growth for most of consumer health as Tunisians self-medicate
Threats to consumer health include the advertising ban and illegal products
Most consumer healthcare products are purchased in chemists/pharmacies
Positive results will be sustained across the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches

DEFINITIONS

SOURCES

Summary 1 Research Sources