Wipes in Tunisia

PROSPECTS

Consumers shift from cloth alternatives

Tunisian households are shifting from cloth alternatives towards packaged wipes. Many women in Tunisia have joined the workforce, and thus have more money to spend on wipes to keep themselves and their children clean and comfortable.

Healthy growth expected over the forecast period

Strong growth is expected for wipes over the forecast period. Wipes are becoming considered a necessity for babies.

Baby wipes will remain among the fastest growing categories

Due to the nature of the products, baby wipes have become difficult to compromise on. Parents are determined to use such products, since they view them as the healthiest option for their babies’ skin.

COMPETITIVE LANDSCAPE

Société d’Articles Hygiéniques Sarl (SAH) dominates wipes in Tunisia

SAH remains the dominant player within wipes in Tunisia. The company’s strong position can be attributed to its long-standing presence in the country and wide product portfolio, with its Lilas brand being very popular in the region, benefiting from frequent advertisements on local, regional and international television channels.

Local brands are appreciated for their cheaper prices

Local brands such as Lilas are attracting consumers thanks to their cheaper prices but still reasonable quality. In addition, local brands are widely available in both modern and traditional retailers.

Modern retail expansion boosts product availability

One of the strongest growth factors for wipes is increased product availability. The review period saw an important increase in the number of supermarkets throughout the whole country in addition to the launch of two new hypermarkets.

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