The Baby Food Sector in Tunisia, 2018
Summary
"The Baby Food Sector in Tunisia, 2018" is an analytical report which provides extensive and highly detailed current and future market trends in the Tunisian market.
Compared with many other Middle Eastern markets, Tunisia has had a stable and diversified economy and relatively high average levels of household income, although the economy has struggled over the last two or three years. Cultural factors of Tunisia do not encourage the purchase of commercial baby food. Mothers who do not work outside the home have the time to prepare baby foods at home and the convenience of commercially prepared baby foods therefore has little attraction. A large number of households continue to buy food from small grocers and markets, rather than from supermarkets, which in most countries are a major driver of baby food sales. Over the years, several companies have withdrawn from the sector, a reflection of the international perception of the small size and limited immediate growth potential of the Tunisian market, although smaller companies have in some cases been able to make a large impact.
Also Offered
Scope
Reasons to Buy
Summary
"The Baby Food Sector in Tunisia, 2018" is an analytical report which provides extensive and highly detailed current and future market trends in the Tunisian market.
Compared with many other Middle Eastern markets, Tunisia has had a stable and diversified economy and relatively high average levels of household income, although the economy has struggled over the last two or three years. Cultural factors of Tunisia do not encourage the purchase of commercial baby food. Mothers who do not work outside the home have the time to prepare baby foods at home and the convenience of commercially prepared baby foods therefore has little attraction. A large number of households continue to buy food from small grocers and markets, rather than from supermarkets, which in most countries are a major driver of baby food sales. Over the years, several companies have withdrawn from the sector, a reflection of the international perception of the small size and limited immediate growth potential of the Tunisian market, although smaller companies have in some cases been able to make a large impact.
Also Offered
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.
- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
- Future projections considering various trends which are likely to affect the industry.
Scope
- Despite the government's promotion of breastfeeding, only a relatively small number of mothers exclusively breastfeed their babies. The majority instead combine breast milk with infant formula or other types of milk or food.
- First-stage milks have been overtaken by second-/third-stage milks. Consumption of second-/third-stage milks has grown ahead of the average in the market in recent years.
- Commercial baby cereals also face strong competition from home-made alternatives, which are popular with a large proportion of mothers.
- The majority of cereals were sold in boxes, but since 2016 cans have been introduced by Cerelac.
- The three main brand ranges of baby meals are Materna, Danone’s Blédina and Hipp, all market savory, as well as sweet, products.
- Tunisian exports of milks and cereals are now negligible, following Nestlé’s switch of production to its Moroccan subsidiary.
Reasons to Buy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
- Investigates which categories are performing the best and how this is changing market dynamics.
Table of Contents
IntroductionExecutive Summary
Definitions
Background to the Market
Birth
The Consumer
Socio-Demographic Trends
Working Women
Breastfeeding Trends
Regulations
Overview
Overview
Manufacturers Shares
Category Analysis
Baby Milks
Baby Cereals & Dry Meals
Meals
Other Baby Foods
Production and trade
Production
Imports
Exports
Company profiles
Stial Délice Danone
Nestlé Tunisia SA
Pharmalys Tunisie
Sodilac
Materna
Distribution
Baby Food Retailing
Economic Background
Key Macroeconomic Forecasts
Prospects and Forecasts
Birth & Population Projections
Forecast Overview
Consumer Attitude
Appendix
Additional Data Tables
Summary Methodology
About
List of Tables
Table 1: Birth & Population Trends, 2007-
Table 2: Live Births by Region, 2011 &
Table 3: Trends in Poverty, 2000-
Table 4: Births by Age of Mother, 2006-
Table 5: Number of Women of Childbearing Age by Age Group, 2009 &
Table 6: Trends in the Number of Working Women, 2011-
Table 7: Summary of Breastfeeding Survey Data, 1988-2011/
Table 8: Breastfeeding by Age of Baby & Socio-Economic Factors, 2011/
Table 9: Babies Being Bottle-Fed, by Socio-Demographic Factors, 2011/
Table 10: Average Duration of Breastfeeding, 1988-2011/
Table 11: Average Duration of Breastfeeding by Socio-Economic Factors, 2011/
Table 12: Sector Size, 2017, & Growth Rates, 2011-
Table 13: Baby Food: Manufacturer Shares, Value & Volume, %, 2011-
Table 14: Baby Food: Manufacturer Shares by Category, %,
Table 15: Baby Milks: Category Size,
Table 16: Baby Milks: Category Growth, % 2011-
Table 17: Baby Milks: Brand Price Positioning Analysis,
Table 18: Baby Milks: Manufacturer Shares, % Value & Volume , 2011-
Table 19: Baby Cereals: Category Size,
Table 20: Baby Cereals: Category Growth, % 2011-
Table 21: Baby Cereals: Facings by Pack Type,
Table 22: Baby Cereals: Facings by Pack Size,
Table 23: Baby Cereals: Brand Price Positioning Analysis,
Table 24: Baby Cereals & Dry Meals: Manufacturer Shares, 2011-
Table 25: Baby Meals: Category Size,
Table 26: Baby Meals: Category Growth, % 2011-
Table 27: Baby Meals: Facings by Pack Size,
Table 28: Baby Meals: Facings by Pack Type,
Table 29: Baby Meals: Manufacturer Shares, Value & Volume, %, 2011-
Table 30: Baby Food: Sales by Outlet Type, % Volume, 2011-
Table 31: Baby Food: Sales by Type of Food & Outlet Type, % Volume,
Table 32: Key Macro-Economic Indicators, 2011-
Table 33: Key Macroeconomic Forecasts, 2017-
Table 34: Birth & Population Projections, 2011-
Table 35: Baby Population, Number of Babies ’000, 2007-
Table 36: Baby Food: Market Value, Current Prices, 2011-
Table 37: Baby Food: Market Value, Constant Prices, 2011-
Table 38: Baby Food: Market Value, US$ `000, 2011-
Table 39: Baby Food: Market Volume, Tons, 2011-
Table 40: Baby Food: Per Capita Expenditure, Current Prices, 2011-
Table 41: Baby Food: Per Capita Expenditure, Constant Prices, 2011-
Table 42: Baby Food: Per Capita Expenditure, US Dollars, 2011-
Table 43: Baby Food: Per Capita Consumption, Grams, 2011-
Table 44: Baby Milks: Category Trends, 2011-
Table 45: Baby Milks: Category Segmentation, Value & Volume, 2011-
Table 46: Baby Milks - Powder: Brand Price Analysis,
Table 47: Baby Cereals & Dry Meals: Category Trends, 2011-
Table 48: Baby Meals: Category Trends, 2011-
Table 49: Other Baby Food: Category Trends, 2011-
Table 50: Baby Milks & Cereals: Trends in Imports, 2011-
Table 51: Imports of Milks & Cereals by Country of Origin, 2014-
Table 52: Imports of Baby Milks & Cereals by Country of Origin, 2014-
Table 53: Other Baby Food : Trends in Imports, 2011-
Table 54: Baby Milks & Cereals: Trends in Exports, 2011-
Table 55: Exports of Baby Milks & Cereals by Country of Destination, 2014-
Table 56: Baby Food: Market Value Forecasts, Current Prices, 2017-
Table 57: Baby Food: Market Value Forecasts, Constant Prices, 2017-
Table 58: Baby Food: Market Value Forecasts, US$ `000, 2017-
Table 59: Baby Food: Market Volume Forecasts, Tons, 2017-
Table 60: Baby Food: Per Capita Expenditure, Current Prices, 2017-
Table 61: Baby Food: Per Capita Expenditure, Constant Prices, 2017-
Table 62: Baby Food: Per Capita Expenditure, US$, 2017-
Table 63: Baby Food: Per Capita Consumption, Grams, 2017-
Table 64: Facings Allocation by Product Type
List of Figures
Figure 1: Baby Food: Sector Size, 2011-
Figure 2: Baby Food: Per Capita, 2011-
Figure 3: Baby Food: Sector Segmentation,
Figure 4: Baby Food: Manufacturer Shares, Value,
Figure 5: Food: Manufacturer Shares, Volume %,
Figure 6: Baby Food: Manufacturer Shares by Category, % Value,
Figure 7: Baby Milks: Category Trends, 2011-
Figure 8: Baby Milks: Per Capita Expenditure & Consumption, 2011-
Figure 9: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-
Figure 10: Baby Milks: Segmentation, Value and Volume, 2011-
Figure 11: Baby Cereals & Dry Meals: Category Trends, 2011-
Figure 12: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-
Figure 13: Baby Meals: Category Trends, 2011-
Figure 14: Baby Meals: Per Capita Expenditure & Consumption, 2011-
Figure 15: Baby Food: Sector Size, 2017-
Figure 16: Baby Food: Per Capita, 2017-
Figure 17: Baby Food: Sector Segmentation, 2023
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Stial Délice Danone
- Nestlé Tunisia SA
- Pharmalys Tunisie
- Sodilac
- Materna
