The Baby Food Sector in Tunisia, 2018

The Baby Food Sector in Tunisia, 2018

Summary

"The Baby Food Sector in Tunisia, 2018", is an analytical report by GlobalData 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 Over the years, several companies have withdrawn from the sector, a reflection of the international perception of the small size and limited immediate growth potential of the Tunisian market, although smaller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.

What else does this report offer?

- 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.