Competitive Landscape
Société D’Articles Hygiéniques Secures Dominance through Distribution and Pricing
Nappies/diapers/pants in Tunisia remain highly concentrated, with Société d’Articles Hygiéniques SARL (SAH) holding a retail value share of 74% in 2025, followed by Sancella SA at 15%. The level of concentration has increased over the past five years, as SAH’s share rose from 68% in 2020, while Sancella’s share declined in the early part of the review period before stabilising and showing slight growth from 14% in 2021 to 15% in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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.
If you're in the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Tunisia?
- Which are the leading brands in Nappies/Diapers/Pants in Tunisia?
- How are products distributed in Nappies/Diapers/Pants in Tunisia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Tunisia - Category analysis
Key Data Insights
Lilas Baby and Kotis Baby Win on Price in Challenging Conditions
Lilas Baby and Kotis Baby Win on Price in Challenging Conditions
Wee Baby Gains Traction by Addressing Parental Concerns over Skin Health
Trudi Baby Care Targets Affluent Families Online with Premium Positioning
Budget-Focused Parents Fuel Demand for Unpackaged Nappies Despite Demographic Decline
Domestic Brands Target Affordability as Consumer Priorities Shift
Value Growth Outpaces Volume as Price Sensitivity Reshapes Competition
Société D’Articles Hygiéniques Secures Dominance through Distribution and Pricing
Aziza Accelerates Growth as Small Local Grocers Retain Parent Loyalty
Tissue and Hygiene in Tunisia - Industry Overview
Carrefour Responds to Boycott with Aggressive Promotions to Drive Sales Recovery
Key Data Insights
Carrefour Responds to Boycott with Aggressive Promotions to Drive Sales Recovery
Paco Distribution Leverages Premium and Convenience to Capture Wellness-Conscious Parents
Convenience Transforms Consumer Expectations
Sah Lila, Sancella and Paco Distribution Expand Digital Engagement to Retain Value-Driven Shoppers
Paco Distribution and Rosy Prioritise Price-Led Growth as Birth Rates Fall
Aziza Discounters and Digital-First Promotions Drive Resilience Amid Inflation
Sah Lilas and Sancella Defend Leadership as Domestic Brands Remain Essential
Supermarkets Sustain Leadership with Promotions and Broad Product Range
Discounters and E-Commerce Gain Ground with Value and Speciality Offers
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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