(MENAFNEditorial)
Air care remained a dynamic category in Tunisia in 2014 with a positive increase in retail value sales. This was driven by the growing competition presented by international players such as The Procter & Gamble Co and SC Johnson & Son Inc which led to increased pressure on the margins of domestic manufacturers.
Competitive Landscape
Comptoir de Diffusion et de Fabrication de Produits d’Entretien (CODIFA) led air care sales with a 23% value share in 2014. The Tunisian company invested significant resources in promoting the key brands within its portfolio namely Kiodor. More importantly this player benefits from offering affordable products to Tunisian consumers. Its price positioning remained highly competitive due to its strategy of affordable retail prices that target middle-income consumers. Furthermore wide availability across most distribution channels means the company’s products are widely accessible to many consumers whether in rural areas in independent small grocers or in high-end hypermarkets. As a result this domestic company saw a one percentage point rise in value share in 2014.
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Industry Prospects
Air care is expected to see a slightly negative value performance going forward with value sales at constant 2014 prices set to fall by 1% over the forecast period as a whole. This is due to the uncertainty of the economic situation in Tunisia in addition to the falling unit price. However volume sales are set to rise significantly in all air care categories except candle air fresheners over the forecast period due to the increasing product awareness in addition to rapid urbanisation.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Tunisia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Air Care industry in Tunisia our research will save you time and money while empowering you to make informed profitable decisions.
The Air Care in Tunisia market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Air Care in Tunisia?
* What are the major brands in Tunisia?
* How do plug-in electric air fresheners perform compared to the battery-operated ones?
* What is the most dynamic air care category?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends opportunities and threats
* Inform your marketing brand strategy and market development sales and supply functions
Report Table of Contents:
AIR CARE IN TUNISIA
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Air Care by Category: Value 2009-2014
Table 2 Sales of Air Care by Category: % Value Growth 2009-2014
Table 3 NBO Company Shares of Air Care: % Value 2010-2014
Table 4 LBN Brand Shares of Air Care: % Value 2011-2014
Table 5 Forecast Sales of Air Care by Category: Value 2014-2019
Table 6 Forecast Sales of Air Care by Category: % Value Growth 2014-2019
Executive Summary
Low Purchasing Power Has Negative Impact on Consumer Behaviour
Higher Inflation Rates Impact Home Care
Multinationals Dominate the Overall Home Care Industry
the Dominance of Modern Retail Channels
Value Sales Growth Expected To 2019
Market Indicators
Table 7 Households 2009-2014
Market Data
Table 8 Sales of Home Care Household Care by Category: Value 2009-2014
Table 9 Sales of Home Care Household Care by Category: % Value Growth 2009-2014
Table 10 NBO Company Shares of Home Care: % Value 2010-2014
Table 11 LBN Brand Shares of Home Care: % Value 2011-2014
Table 12 Penetration of Private Label in Home Care by Category: % Value 2009-2014
Table 13 Distribution of Home Care by Format: % Value 2009-2014
Table 14 Distribution of Home Care by Format and Category: % Value 2014
Table 15 Forecast Sales of Home Care by Category: Value 2014-2019
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2014-2019
Sources
Summary 1 Research Sources
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