Home Care in Tunisia

Abstract
Home care continued its positive growth trend in volume terms in Tunisia in 2022, albeit at a slower rate than the previous year. Sales were supressed by the normalisation of cleaning regimes, which were less rigorous than during the height of the COVID-19 pandemic. This led to a reduction in demand for products with aggressive sanitising properties, notably, bleach and home care disinfectants. This was in marked contrast to 2020, when home care disinfectants, in particular, saw dynamic growth i...

Euromonitor International's Home Care in Tunisia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Home Care in Tunisia
February 2023

List Of Contents And Tables

HOME CARE IN TUNISIA
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Laundry care remains undeveloped
Steady demand in 2022, with automatic detergents outpacing their hand wash counterparts in terms of growth
Lilas leapfrogs into first place
PROSPECTS AND OPPORTUNITIES
Ongoing economic uncertainty will see consumers trade down to cheaper products
Sluggish performance for fabric softeners
Local Lilas brand looks to garner further share
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand dishwashing sees sluggish performance, as local manufacturers tap into consumers’ growing preference for cheaper brands
Automatic dishwashing leads growth, supported by increased penetration of modern appliances, with domestic brands and private label gaining importance
International players focus on environmentally friendly offerings
PROSPECTS AND OPPORTUNITIES
Improved outlook expected, driven by automatic dishwashing products
Price sensitivity will shape new product development
Lilas is expected to become the hand dishwashing leader over the forecast period
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Unremarkable growth in 2022, thanks to restoration of pre-pandemic cleaning regimes
Bathroom cleaners see continued strong demand
Local players prove to be more recession-proof
PROSPECTS AND OPPORTUNITIES
Healthy growth expected, in line with greater focus on hygiene, but consumers will expect low prices
Niche products will broaden their appeal
Change in shopping habits will encourage international investment
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 37 NBO Company Shares of Surface Care: % Value 2018-2022
Table 38 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 39 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 40 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
A decrease in demand after the pandemic
Combination of low unit prices and versatility ensures widespread usage
Lilas grows its share, following investment in new product development and promotions
PROSPECTS AND OPPORTUNITIES
Demand for informal bleach is set to fade, despite its lower pricing
Domestic players will continue to lead sales
CATEGORY DATA
Table 41 Sales of Bleach: Value 2017-2022
Table 42 Sales of Bleach: % Value Growth 2017-2022
Table 43 NBO Company Shares of Bleach: % Value 2018-2022
Table 44 LBN Brand Shares of Bleach: % Value 2019-2022
Table 45 Forecast Sales of Bleach: Value 2022-2027
Table 46 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care products remain out of reach to many consumers
Liquids/foam continue to account for bulk of sales
Domestic brand Choc dominates toilet care amid increasing competition from international brands
PROSPECTS AND OPPORTUNITIES
Low household incomes will restrict further expansion
Evolving shopping habits set to improve consumer awareness and build sales
Further expansion of local brands
CATEGORY DATA
Table 47 Sales of Toilet Care by Category: Value 2017-2022
Table 48 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 49 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 50 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 51 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 52 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to office-based working gives boost to shoe polish, but other products have niche appeal
International brands lead sales
Modern grocery retailers remain key distribution channel
PROSPECTS AND OPPORTUNITIES
Polishes will continue to have niche appeal
Casualisation of footwear trends could have negative impact on shoe polish sales
Further scope for polishes with added-value benefits, with domestic companies increasing their presence
CATEGORY DATA
Table 53 Sales of Polishes by Category: Value 2017-2022
Table 54 Sales of Polishes by Category: % Value Growth 2017-2022
Table 55 NBO Company Shares of Polishes: % Value 2018-2022
Table 56 LBN Brand Shares of Polishes: % Value 2019-2022
Table 57 Forecast Sales of Polishes by Category: Value 2022-2027
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Ongoing urbanisation trends boost sales of air care in 2022
Spray and aerosol air fresheners continue to dominate sales, but liquid formulations see the fastest growth
Air Wick continues to dominate sales
PROSPECTS AND OPPORTUNITIES
Usage will remain concentrated among wealthier households, but increase in local production will widen the consumer base
Natural air care products will begin to emerge
Lilas is expected to expand into air care
CATEGORY DATA
Table 59 Sales of Air Care by Category: Value 2017-2022
Table 60 Sales of Air Care by Category: % Value Growth 2017-2022
Table 61 NBO Company Shares of Air Care: % Value 2018-2022
Table 62 LBN Brand Shares of Air Care: % Value 2019-2022
Table 63 Forecast Sales of Air Care by Category: Value 2022-2027
Table 64 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Waste crisis supports growing home insecticide consumption
Aerosols continue to dominate sales, but electric devices see growing demand
Lilas leapfrogs Diptox to become leading brand in 2022
PROSPECTS AND OPPORTUNITIES
Robust growth expected, driven by continued waste disposal issues in urban centres
Chemical-free products will grow in popularity
Domestic players to dominate sales
CATEGORY DATA
Table 65 Sales of Home Insecticides by Category: Value 2017-2022
Table 66 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 67 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 68 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 69 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 70 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027