COMPETITIVE LANDSCAPE
Some consolidation in 2025
Small artisanal players continued to account for the largest value share, nearing a half of total value share, though there was some consolidation in 2025. Consumers appreciate the freshness and convenient locations of local bakeries.
Société Le Boulanger gains most value share
Société Le Boulanger gained the most value share in 2025. The company expanded its product portfolio, particularly within packaged leavened bread, introducing new varieties such as crustless sandwich bread, sliced bread, and toasted bread.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Tunisia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Tunisia?
- Which are the leading brands in Baked Goods in Tunisia?
- How are products distributed in Baked Goods in Tunisia?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Tunisia?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Tunisia - Category analysis
KEY DATA FINDINGS
Unpackaged leavened bread accounts for most value sales
Muted volume growth
Dessert mixes gain most value share
Continuing growth over forecast period
Focus on a healthier positioning
Technological advancements improve efficiencies
Some consolidation in 2025
Société Le Boulanger gains most value share
Small local grocers continue to lead distribution
Discounters gain most value share
Staple Foods in Tunisia - Industry Overview
Old reliables continue to be popular
KEY DATA FINDINGS
Modest volume growth as inflations slow
Rising health consciousness has growing influence
Less mature segments register higher value growth
Further growth over forecast period
Innovation way to stand out from crowd
Growing demand for healthier options
ManarThon SA benefits from attractive prices and wide distribution
Competitive landscape increasingly fragmented
Small local grocers continue to dominate
Discounters gain most value share
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy buy 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
This report originates from Passport, our Baked Goods research and analysis database.
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