Wipes in Tunisia

PRE-COVID-19 PERFORMANCE

Modernisation of healthcare and convenience trends underpin category’s growth in 2019, baby wipes key performer

In 2019 the wipes category in Tunisia benefited from a growing shift towards modern baby care practices in the country. Tunisian parents were increasingly focused on hygiene for their children, coupled with the added value benefit of convenience.

Increased presence in retail outlets and expansion of modern retail boost availability

2019 saw increasing shelf space dedicated to wipes in retailers, making them more easily available to consumers. However, in 2019 these products remained limited to middle- and upper-income urban Tunisians, due to inflation.

Société d’Articles Hygiéniques’ Lilas benefits from high level of consumer familiarity, advertising support and availability

Société d’Articles Hygiéniques (SAH) remained the dominant player within the wipes category in Tunisia in 2019. The company’s strong position is the result of its longstanding presence in the country, and its extensive product portfolio.

2020 AND BEYOND

COVID-19 impact

The wipes category is set to see an improved performance in 2020 compared with our pre-COVID-19 predictions, which were made in February. Then, our estimate was for wipes was for slightly negative constant value growth; our revised performance expectation is for growth of 2% at constant 2019 prices.

Affected products within wipes

Stockpiling was seen in Q1 2020, and people sought sufficient products to enable them to clean surfaces and kill germs on their hands easily. Many consumers now perceive wipes as an essential hygiene item.

Recovery and opportunities

Advertising and promotional strategies focussing on consumers’ increasing awareness of antibacterial functionality offers an opportunity to stimulate sales of wipes in Tunisia in coming years. As consumers seek to maintain hygiene outside the home, and as an increasing number return to work post-lockdown, including a growing number of women in formal employment, there may be demand for smaller presentations suitable for on-the-go use.

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