Table of Content

Retailing in Tunisia
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on retailing
COVID-19 country impact
Legal restrictions on the ownership of chemists and drugstores mean fragmentation
Apparel and footwear specialist retailers poised for dynamic development
Strong growth and development expected as retailing moves into the 21st century
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2019
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2014-2019
Seasonality
Eid Al-Fitr
Back to School
Payments and delivery
Emerging business models
MARKET DATA
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020
Table 4 Sales in Store-Based Retailing by Channel: Value 2015-2020
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2015-2020
Table 6 Store-Based Retailing Outlets by Channel: Units 2015-2020
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2015-2020
Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2015-2020
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2015-2020
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020
Table 16 Retailing GBO Company Shares: % Value 2016-2020
Table 17 Retailing GBN Brand Shares: % Value 2017-2020
Table 18 Store-based Retailing GBO Company Shares: % Value 2016-2020
Table 19 Store-based Retailing GBN Brand Shares: % Value 2017-2020
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2017-2020
Table 21 Non-Store Retailing GBO Company Shares: % Value 2016-2020
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2017-2020
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2020-2025
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2020-2025
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2020-2025
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 2 Research Sources
KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts value sales of modern grocery retailers in the first half of 2020 as consumers stockpile essential items
Ensuing economic recession led demand to shift towards economy variants
Companies donate funds to limit COVID-19’s economic fallout
RECOVERY AND OPPORTUNITIES
Modern retailers draw customers on the basis of greater variety and lower prices
As the pandemic subsides, consumers are anticipated to return to modern retailers for a family day out experience
E-commerce set to change the landscape for modern grocery retailers
CHANNEL DATA
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 43 Sales in Modern Grocery Retailers by Channel: Value 2015-2020
Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2015-2020
Table 45 Modern Grocery Retailers Outlets by Channel: Units 2015-2020
Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2020-2025
Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2020-2025
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2020-2025
Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Traditional grocers remain resilient despite slow growth and strong competition
COVID-19 benefits traditional grocery retailers as consumers prefer to shop at proximity stores during lockdown
A handful of strong chains lead sales in a highly fragmented category
RECOVERY AND OPPORTUNITIES
Questions about the sustainability of traditional retailing lead to calls for support
The trend towards one-stop shopping to continue working against traditional retailers
Informal retailing presents strong competition to traditional grocery retailers
CHANNEL DATA
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020
Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020
Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020
Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 negatively affects demand for new apparel and footwear, influencing value sales in the sales channel accordingly
Sanitary crisis leads apparel and footwear sales to shift to e-commerce
Local players remain the leaders in a highly fragmented competitive landscape
RECOVERY AND OPPORTUNITIES
A sense of frugality, risen during the pandemic, is likely to hamper growth in apparel and footwear going forward
As remote work becomes common practice, demand for new apparel and footwear is set to decline
The threat of the shift to e-commerce is expected to grow
CHANNEL DATA
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts value sales of pharmacies and parapharmacies while negatively affecting beauty specialist retailers and optical goods stores
FATALES remains the only chained player of note in a highly fragmented category
Independent players remain dominant as “others” accounts for almost all sales
RECOVERY AND OPPORTUNITIES
Higher awareness of the benefits of consumer health products to spur growth
E-commerce set to pose challenges to health and beauty specialist retailers
Recovery of value sales in optical goods stores likely to be slow
CHANNEL DATA
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020
Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020
Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020
Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020
Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025
Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Mandated to close, COVID-19 negatively affects mixed retailers
Variety stores remains the dominant mixed retailers channel
Carrefour Cash & Carry leads mixed retailers despite having only three outlets
RECOVERY AND OPPORTUNITIES
The convenience and value of mixed retailers appeal to very many Tunisians
Warehouse clubs remains a small but influential retail channel
Independent retailers to face challenges due to the emergence of e-commerce
CHANNEL DATA
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020
Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020
Table 87 Sales in Mixed Retailers by Channel: Value 2015-2020
Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020
Table 89 Mixed Retailers Outlets by Channel: Units 2015-2020
Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020
Table 91 Mixed Retailers GBO Company Shares: % Value 2016-2020
Table 92 Mixed Retailers GBN Brand Shares: % Value 2017-2020
Table 93 Mixed Retailers LBN Brand Shares: Outlets 2017-2020
Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025
Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025
Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025
Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025
Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025
Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lockdown and economic uncertainty negatively affects direct selling in 2020
Avon maintains its leading position with a huge lead over its closest rivals
Oriflame benefits from its effective marketing campaigns
RECOVERY AND OPPORTUNITIES
Global players bring credibility and stability to a channel still in development
Rising unemployment rate will lead more Tunisians to pursue a career in direct selling
The emergence of e-commerce presents challenges and opportunities
CHANNEL DATA
Table 101 Direct Selling by Category: Value 2015-2020
Table 102 Direct Selling by Category: % Value Growth 2015-2020
Table 103 Direct Selling GBO Company Shares: % Value 2016-2020
Table 104 Direct Selling GBN Brand Shares: % Value 2017-2020
Table 105 Direct Selling Forecasts by Category: Value 2020-2025
Table 106 Direct Selling Forecasts by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sanitary crisis speeds up digital innovation
Informal e-commerce via social media sees a rise during the pandemic
Local omni-channel players remain the leading names in e-commerce
RECOVERY AND OPPORTUNITIES
Increased adoption of e-commerce during the pandemic brings about a lasting change in consumer habits
High digital penetration underpins strong growth potential for e-commerce
New entrants likely to be seen as the channel continues to develop significantly
CHANNEL DATA
Table 107 E-Commerce by Channel and Category: Value 2015-2020
Table 108 E-Commerce by Channel and Category: % Value Growth 2015-2020
Table 109 E-Commerce GBO Company Shares: % Value 2016-2020
Table 110 E-Commerce GBN Brand Shares: % Value 2017-2020
Table 111 Forecast E-Commerce by Channel and Category: Value 2020-2025
Table 112 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Mobile e-commerce usage increases in tandem with growth of e-commerce
Food delivery services drive growth in mobile e-commerce in 2020
Mobile e-commerce has an underdeveloped competitive environment
RECOVERY AND OPPORTUNITIES
Mobile e-commerce to flow from importance of mobile devices and apps in daily life
The development of more mobile-friendly websites set to be key to channel growth
Increased trust in online payments will support growth in mobile e-commerce
CHANNEL DATA
Table 113 Mobile E-Commerce: Value 2015-2020
Table 114 Mobile E-Commerce: % Value Growth 2015-2020
Table 115 Mobile E-Commerce Forecasts: Value 2020-2025
Table 116 Mobile E-Commerce Forecasts: % Value Growth 2020-2025