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Tissue and Hygiene in Tunisia

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    Report

  • 44 Pages
  • April 2025
  • Region: Tunisia
  • Euromonitor International
  • ID: 2492333
Despite Tunisia’s ongoing economic crisis and a decline in consumer purchasing power, retail tissue and hygiene performed well in both value and volume terms in 2024. More consumers are increasingly aware of the benefits of tissue and hygiene products, viewing them as essential items. In addition, the category enjoys healthy demand as Tunisians with busy lifestyles seek products that cater to their needs.

The Tissue and Hygiene in Tunisia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, 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, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene 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.

Table of Contents

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rising prices support value growth in 2024
  • Société d'Articles Hygiéniques Sarl continues to dominate with its wide range of affordable products
  • Supermarkets lead, whilst discounters record dynamic growth
PROSPECTS AND OPPORTUNITIES
  • Pantyliners will benefit from rising urbanisation and word-of-mouth recommendations
  • Slow growth of e-commerce as Tunisian women prefer to shop in physical stores
  • Innovation will be a key driver of sales
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 22 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 23 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Price increases support strong value growth in 2024
  • Société d'Articles Hygiéniques Sarl leads, offering widely available and affordable products
  • Modern grocery retailers appeal with their wide portfolios and promotions
PROSPECTS AND OPPORTUNITIES
  • Declining birth rate will dampen demand
  • Slow growth of e-commerce
  • Innovation will continue to play a key role
CATEGORY DATA
  • Table 25 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 27 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 28 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Ageing population and increased awareness drive strong growth in 2024
  • Société d’Articles Hygiéniques Sarl (SAH) continues to dominate
  • Aziza’s expansion ensures discounters’ dynamism
PROSPECTS AND OPPORTUNITIES
  • Rising product awareness and reduced stigma support future sales
  • Consumers seek promotions in physical stores, impacting e-commerce sales
  • Potential for more innovative solutions as the market evolves
CATEGORY DATA
  • Table 31 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 32 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 33 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 34 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 35 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
WIPES IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Demand boosted by advertising and rising living standards
  • Société d'Articles Hygiéniques continues to dominate
  • Modern grocery retailers attract consumers with broad ranges and promotions
PROSPECTS AND OPPORTUNITIES
  • Wider availability and growing awareness to fuel growth
  • Physical stores will continue to be preferred
  • Innovation will remain a key driver in wipes
CATEGORY DATA
  • Table 37 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 38 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 39 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 40 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 41 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 42 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rising urbanisation and disposable incomes fuel category expansion
  • Société d'Articles Hygiéniques Sarl leads, offering a wide portfolio of products and promotions
  • Variety stores, offering lower prices, increasingly popular
PROSPECTS AND OPPORTUNITIES
  • Paper towels to perform well, driven by their versatility and advertising
  • Private label could emerge as a significant competitor
  • Companies set to focus on innovation to meet evolving demands
CATEGORY DATA
  • Table 43 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 44 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 45 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 46 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 47 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 48 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN TUNISIAKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Busy lifestyles and more women in the workforce encourage Tunisians to eat out, supporting category growth in 2024
  • Healthcare facilities increasingly provide AFH adult incontinence products
  • Imported brands have significant foothold
PROSPECTS AND OPPORTUNITIES
  • Rising urbanisation and tourism to drive demand
  • Ageing population fuels growth in AFH hygiene
  • Innovation will be key
CATEGORY DATA
  • Table 49 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 51 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 52 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 53 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 54 Sales of Forecast Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029