Tissue and Hygiene in Tunisia

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. However, demographic changes, such as the declining birth rate, are affecting some categori...

Euromonitor International's 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.


Tissue and Hygiene in Tunisia
Euromonitor International
April 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN TUNISIA
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 TUNISIA
KEY 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 TUNISIA
KEY 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 TUNISIA
KEY 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 TUNISIA
KEY 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 TUNISIA
KEY 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 TUNISIA
KEY 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

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