Select Country Report
Soft drinks in 2024: The big picture
Soft drinks in Tunisia has experienced stagnation in 2024, with a noticeable volume decline across several subcategories. This downturn can be attributed to a combination of rising product prices, diminishing purchasing power among Tunisian consumers, and the broader economic crisis impacting the nation.
2024 key trends
A pronounced health and wellness trend has characterised soft drinks in 2024, marked by a notable rise in the availability of reduced-sugar and low-calorie products, particularly within carbonates and juice. However, the prevalence of smuggled goods remains an issue, with juices and energy drinks frequently appearing in small grocery retailers.
Competitive landscape
In 2024, the competitive landscape of Tunisia's soft drinks market has remained relatively stable, with domestic companies continuing to dominate most subcategories. Délice stands out as the most dynamic player, showcasing significant growth across juice, bottled water, and carbonates through its commitment to innovation and frequent new product launches.
Retailing developments
Traditional grocery retailers have maintained their position as the primary distribution channel for soft drinks in Tunisia. However, the discounter channel Aziza has recorded substantial growth, capturing a larger share of the market through its competitive pricing and accessibility.
Foodservice vs retail split
The foodservice sector, particularly restaurants and cafés, has witnessed notable growth in Tunisia, with the number of outlets expanding steadily each year. This development has bolstered demand for certain soft drink categories, such as liquid concentrates and energy drinks.
What next for soft drinks?
Looking ahead, soft drinks in Tunisia is expected to face continued challenges, with a significant stagnation in volume terms and even a potential decline in demand over the coming years. Rising prices, driven by escalating transport and production costs, are likely to persist, further straining consumer affordability.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks 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 the following key categories, where applicable:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft Drinks 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 Soft Drinks 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 Soft Drinks in Tunisia?
- To what extent are health considerations impacting consumption of Soft Drinks in Tunisia?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Tunisia?
- Which are the leading brands in Soft Drinks in Tunisia?
- What potential exists for multinational or domestic soft drinks companies to expand in Tunisia?
- How are products distributed in Soft Drinks in Tunisia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Soft Drinks in Tunisia
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Bottled Water in Tunisia
KEY DATA FINDINGS
A volume decline in 2023 and 2024
Délice brand continues to gain market share
A dynamic sector despite the crisis
Performance linked to government decisions
Growing sales of bottled water as consumers avoid tap water
Price increases: The primary challenge ahead
Table 33 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 34 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
Carbonates in Tunisia
KEY DATA FINDINGS
Impact of the Coca-Cola boycott on carbonates consumption
Rising investments in domestic carbonates brands
Resurgence of glass bottle packaging
Domestic brands poised for growth
Healthier alternatives to drive reduced sugar carbonates
Stagnation in overall carbonates demand
Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 49 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 50 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 53 Sales of Carbonates by Total Fountain On-trade: Volume 2019-2024
Table 54 Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2019-2024
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 63 Forecast Sales of Carbonates by Total Fountain On-trade: Volume 2024-2029
Table 64 Forecast Sales of Carbonates by Total Fountain On-trade: % Volume Growth 2024-2029
Concentrates in Tunisia
KEY DATA FINDINGS
Declining demand for powder concentrates
Dokrem: A rising leader in the on-trade channel
Hazem: Sustained leadership amidst stagnation
Social media as a catalyst for liquid concentrates
Powder concentrates face imminent decline
Innovation as the key to liquid concentrates' success
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 66 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 69 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2020-2024
Table 70 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 71 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 72 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 73 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 76 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 77 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
Juice in Tunisia
KEY DATA FINDINGS
Fresh packaged juice records an increase in demand
Health and wellness juice: A new trend
Small packaging supports juice sales in 2024
Innovation and new launches to drive growth
Modern grocery retailers as the key distribution channel
Délice expected to maintain leading role
Table 81 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 82 Off-trade Sales of Juice by Category: Value 2019-2024
Table 83 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 91 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
RTD Coffee in Tunisia
KEY DATA FINDINGS
A niche product area for higher-income consumers
Segafredo RTD coffee: A market exit
Starbucks RTD coffee available on-trade
Stagnation expected in the short term
RTD coffee offers potential for development of domestic brands
Prices to remain threat to expansion
Table 93 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 94 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 95 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 96 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 97 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 98 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 99 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 100 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 101 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 102 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 103 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 104 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029
RTD Tea in Tunisia
KEY DATA FINDINGS
The exit of international brands
The rise of smuggled RTD tea as a niche market
Aris Ice Tea: The sole domestic player
Curiosity for new flavours as a growth driver
On-trade channels as a growth opportunity
Health and wellness trends as key growth drivers
Table 105 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 106 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 107 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 108 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 109 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 110 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 111 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 113 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 114 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 115 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 116 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
Energy Drinks in Tunisia
KEY DATA FINDINGS
Decline in on-trade demand for energy drinks
Economic crisis intensifies challenges for energy drinks
Unchanged competitive landscape
Energy drinks performance threatened by health concerns
Traditional grocery retailers to maintain dominance
Advertising to drive future growth
Table 117 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 118 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 119 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 120 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 121 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 122 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 123 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 124 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 125 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 126 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 127 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 128 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
The following categories and subcategories are included:
Soft Drinks
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-
- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
-
-
- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
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- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
-
- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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This report originates from Passport, our Soft Drinks research and analysis database.
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