The Alcoholic Drinks 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 (2013-2017), 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 legislative, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs/High-Strength Premixes, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Alcoholic Drinks 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.
Overall Positive Performance for Alcoholic Drinks
Companies Carry Out Aggressive Promotions on Social Media To Drive Sales
Société Frigorifique Et Brasserie De Tunis (sfbt) Remains the Clear Leader
Modern Grocery Retailers Continue To Dominate Distribution
Challenging But Positive Outlook
Summary 1 Number of On-trade Establishments by Type 2012-2017
Taxation and Duty Levies
Key New Product Launches
Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017
Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 12 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2017
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Summary 2 Research Sources
New Products and New Taste Experiences Set To Drive Sales
Mid-priced Lager Dominates Beer in Tunisia
Off-trade Channel To Lead Volume Sales of Beer in Tunisia
Société Frigorifique Et Brasserie De Tunis Dominates Beer
Société Nouvelle De Brasserie Performs Well in 2017
No Significant New Launches in Beer in 2017
Lager Price Band Methodology
Summary 3 Lager by Price Band 2017
Table 17 Number of Breweries 2012-2017
Table 18 Sales of Beer by Category: Total Volume 2012-2017
Table 19 Sales of Beer by Category: Total Value 2012-2017
Table 20 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 26 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 27 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 29 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022
The alcoholic drinks market finally started to see stable growth patterns over the review period with a current value CAGR of 6%. According to retailers the number of alcohol drinkers is decreasing, yet volume is increasing. This can be clearly seen in the beer sector which accounts for around an 80% share of volume sales. The large quantity of beer consumed is due to social drinking among the younger demographic since it is the most affordable drink in Tunisia with the most retail availability. Wine producers, on the other hand, are taking an active role in creating a dynamic marketplace for Tunisian-made wines through regular retailer promotions to encourage drinkers to change some of their consumption habits.
Retailers are changing the image of alcoholic drinks
Alcoholic drinks have always been considered “sinful” products whether for the retailer or the customer due to the fact that drinking alcohol is ˜haram” or forbidden in Islam. Retailers used to sell products behind the counter or in secluded areas, but today the retailing of alcoholic drinks is changing. Hypermarket retailers have taken the initiative to dedicate a specific store aisle to alcoholic drinks where products are visible and easy to reach. This new trend in retailing has made it easier for consumers to visit alcoholic drinks aisles and take their time in choosing and selecting their purchase without feeling ashamed or ill at ease.
Manufacturers are creating interest in red and white wines
Wine consumption patterns in Tunisia previously showed that rose is the most consumed wine in the country. Today, manufacturers are trying to stimulate consumer interest in red and white wines by offering continuous sales promotions on these products. According to retailers, this new method of advertising has proven effective with consumers who take advantage of promotions by purchasing large quantities of wine during sales periods. Regular rose wine drinkers have also become interested in other still grape wines, with a good discount encouraging them to acquire a new product to try out for a special occasion.
Distribution still dominated by the largest hypermarket retailers
Around 97% of retail distribution is accounted for by large hypermarket retailers. The main key distributors of alcoholic drinks in Tunisia are the following hypermarket retail chains - Monoprix, Champion, which has recently bought out Bonprix (which did not previously sell alcoholic drinks) and Carrefour and Geant (both located in the capital city Tunis).
Spirits expected to see the strongest growth
The alcoholic drinks market is expected to see stable growth over the forecast period with a total volume CAGR of nearly 6%. Spirits is expected to see the strongest growth with an estimated volume CAGR of just over 16%, mainly generated through the on-trade channel. Manufacturers and suppliers will realise this potential growth by increasing the number of imported brands due to the heavy demand for variety from Tunisian drinkers. This increased demand has come from Tunisians becoming more westernised and taking on European drinking habits. Younger consumers in their late 20s to mid-30s are part of a new drinking trend that mixes energy drinks such as Red Bull, Shark and Burn with spirits as a mixer drink. This is expected not only to affect the spirits sector but also the energy drinks category in Tunisia.
- Societe Tardi
- Grand Distillerie De La Soukra
- Societe Frigorifique Et Brasserie De Tunis (Sfbt)
- Union Centrales Des Cooperatives Viticoles (Uccv)
- RTDs/High-strength premixes