While tissue and hygiene in Tunisia registered double-digit percentage current value growth, constant value growth was much more moderate, though still healthy. This was in spite of continuing high inflation and also slower growth in the economy, as Tunisia continued to grapple with persistent drought and external financing challenges, aligned with increasing debt.
As inflation continued to be high, consumers looked to economise and bought much larger economy packs. Private label is also slowly gaining value share and several modern grocery retailers have invested in their own private label brands.
The local player Société d'Articles Hygiéniques Sarl (SAH) retained its dominant position in retail tissue and hygiene in 2023 and led in all segments except away-from-home tissue and hygiene, where imported brands have a significant foothold. The company’s strong position was underpinned by its long-standing presence, a broad range of products at competitive prices, investments in marketing, as well as frequent promotions and discounts.
Modern grocery retailers gained significant value share over the review period, as they continued to open outlets across the country and accounted for over two-thirds of value share in 2023. In particular, discounters performed strongly, due to the continued expansion of the discounter chain, Aziza.
Tissue and hygiene will register constant value and volume growth over the forecast period, supported by continuing population growth. However, there are significant uncertainties ahead, as the economy continues to face challenges, with discussions with the IMF ongoing.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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