Wipes in Tunisia

2021 DEVELOPMENTS

Growing threat from counterfeit products

With wipes have become more popular during the pandemic, players are looking to benefit, and this has also led to the appearance of counterfeit products at affordable prices, that can be purchased through outlets such as small grocers. A significant portion of these products are imported illegally from Algeria and are potentially dangerous to health, as the products are defective.

Domestic brands continue to lead

Domestic brands, including Lilas, attracted consumers during 2021 due to rising price-sensitivity and the players lower price-points. In addition, local brands are widely available in both modern and traditional retailers, with imported brands finding it harder to gain value share, given the continuous devaluation of the Tunisian dinar compared to other currencies.

Lilas launches cosmetic wipe

While still accounting for significantly less value sales than baby wipes, cosmetic wipes are also registering increased value sales. For instance, women are using cosmetic wipes instead of micellar water and cleansers to remove make-up.

PROSPECTS AND OPPORTUNITIES

Baby wipes drive the bulk of sales as an increasing number of women enter the workforce

Baby wipes will continue to be the main product, leading sales across the forecast period. The product will continue to benefit from ongoing modernisation and urbanisation, encouraging consumers to shift towards more modern and hygienic baby care.

Presence in modern grocery retailers boosts sales 

Growth of the modern retail environment will aid sales, offering increased availability and competitive prices, which will serve to bolster wipes’ performance over the coming years. There will also be increase ranges of wipes available, with more value-added benefits, such as enhanced cleaning ability or more variants of scented wipes.

Lower growth than over review period, due to growing maturity

Wipes will register healthy value growth over the forecast period, though not as high as over the review period, as a degree of maturity dulls growth, particularly later in the forecast period. In addition, declining disposable incomes due to the economic fallout of COVID-19, as well as higher inflation, could also dampen volume sales in particular.