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.
The publisher'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.
The publisher'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.
Table of Contents
HOME CARE IN TUNISIAEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- 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
SOURCES
- Summary 1 Research Sources
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
- Ongoing economic uncertainty will see consumers trade down to cheaper products
- Sluggish performance for fabric softeners
- Local Lilas brand looks to garner further share
- Table 11 Household Possession of Washing Machines 2017-2022
- 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
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
- 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
- Table 26 Household Possession of Dishwashers 2017-2022
- 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
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
- 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
- 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
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
- Demand for informal bleach is set to fade, despite its lower pricing
- Domestic players will continue to lead sales
- 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
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
- Low household incomes will restrict further expansion
- Evolving shopping habits set to improve consumer awareness and build sales
- Further expansion of local brands
- 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
- 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
- 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
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
- 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
- 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
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
- Robust growth expected, driven by continued waste disposal issues in urban centres
- Chemical-free products will grow in popularity
- Domestic players to dominate sales
- 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