Retail volume sales of soft drinks in Tunisia increased in 2025, driven largely by the strong performance of the bottled water category, which supported overall volume growth. However, the economic crisis, inflation, and significant price increases led to declining demand across several categories, including carbonates, while demand for others, such as juice, stagnated. Bottled water rebounded in 2025 after two consecutive years of decline, following earlier restrictions and regulations imposed

Bottled water rebounded in 2025 after two consecutive years of decline, following earlier restrictions and regulations imposed by the Ministry of Agriculture and the Ministry of Health that had limited water extraction volumes to protect underground water resources. Going forward, increasing consumer reliance on bottled water, driven by the poor quality of tap water in many regions, will remain a key growth driver.

Carbonates faced a challenging environment in Tunisia in 2025. Retail volumes declined due to rising prices, health-conscious consumer trends, and the boycott of Coca-Cola brands following the Palestinian-Israeli conflict. Non-cola carbonates, driven by new flavours and product launches, emerged as the most dynamic category. Going forward, carbonates is expected to see only marginal growth, with health awareness and economic factors continuing to shape consumption patterns.

RTD coffee remained a niche soft drinks category in Tunisia in 2025, primarily targeting upper-income consumers and sold mainly through modern grocery retailers such as hypermarkets. High prices, low consumer awareness, and restricted distribution contribute to weak demand, and these factors are expected to continue impacting sales over the forecast period.

RTD tea remained a niche category in Tunisia in 2025, primarily targeting upper-income consumers and distributed mainly through modern grocery retailers and e-commerce platforms. The market is dominated by a single brand, Aris Ice Tea, with limited product variety and minimal advertising. Consumer awareness remains very low, and growth is constrained by restricted distribution.

The shift toward alternative drinks, including juice and carbonates, continued to impact powder concentrates in Tunisia in 2025. However, liquid concentrates benefited from demand in bars, cafes, and hotels for cocktails and flavoured beverages.

In 2025, the juice market in Tunisia showed moderate volume growth; however, players remained highly active in terms of innovation to engage consumers. Juice drinks (up to 24% juice) was the best performing category, offering affordable options for low- and middle-income families. Health and wellness trends are increasingly influencing the market, with demand rising for low-sugar, natural, and fresh juice products.

In 2025, energy drinks faced pressure from price increases, declining purchasing power, smuggling and weaker nightlife activity. The competitive landscape remained largely unchanged in the year, with established players such as Red Bull and Shark dominating. Gradual improvements in the Tunisian economy should begin to support a recovery from 2027.

Sales of sports drinks remained negligible in Tunisia in 2025 with sales only present in the parallel market. These products are virtually unknown among the country’s population, with only those who have spent time living in other countries, such as expatriates, immigrants and hardcore sports enthusiasts showing interest. The current economic conditions have further discouraged manufacturers from investing in, producing or importing this product and Tunisians remain largely unaware of the benefi

Analgesics continue to be Tunisia’s most popular consumer health products. However, profit margins are expected to fall in 2025. While current value sales increase, constant value sales fall. Unit prices remain unchanged, following a decision by the Tunisian Ministry of Health to freeze prices across the pharmaceutical sector after notable prices increases in 2024. This impacts profit margins. Paediatric analgesics is expected to register the highest value growth, as there was a high incidence o

Cough, cold, and allergy (hay fever remedies) is expected to register healthy current value growth in Tunisia in 2025. A cold winter supports value sales, as it leads to higher incidence of colds and flus. Increasing local offerings also supports value sales, with several new brands launched that are more affordable than many imported offerings. These are mainly in the herbal/traditional segment, as these can avoid price regulation. Medicated confectionery is expected to register the highest val

Herbal/traditional is expected to register healthy current value growth in Tunisia in 2025. Two main factors drive this growth. There is a growing focus on holistic wellness and offerings with a more natural positioning. As such, there is a shift away from consumer health products that contains chemicals, with a belief that products with a natural positioning are safer and also that traditional medicines can be as effective. In addition, local brands are also increasingly focus on herbal/traditi

Profit margins are expected to fall for digestive remedies in Tunisia in 2025. While current value sales increase, constant value sales fall. Unit prices remain unchanged following a decision by the Tunisian Ministry of Health to freeze prices across the pharmaceutical sector, after notable prices increases in 2024. This impacts profit margins. That being said, volume sales are expected to increase overall. Increasing stress and busier lifestyles, leading to poorer eating habits, are all contrib

Consumer health in Tunisia is expected to register healthy current value growth in 2025, though constant value growth is expected to be more muted, as inflation remains an issue, though it is decelerating. It is also a mixed picture, with profit margins tight for products such as analgesics and digestive remedies in particular. After the significant prices increases permitted by the Tunisian Ministry of Health in 2024 for chemically-based consumer health products, it was decided to freeze prices

Though wound care is expected to register healthy current value growth in Tunisia in 2025, volume sales is expected to fall. In particular, the biggest segment in terms of value sales, that is gauze, tape and other wound care, is expected to see volume sales fall, as a lack of innovation dampens demand. On the other hand, the picture is more positive for sticking plasters/adhesive bandages, which is expected to register the positive value, as well as volume growth, with expanding ranges and new

Sports nutrition will register healthy current value growth in Tunisia in 2025. That being said, value growth is lower than the previous year, as sports nutrition reaches a degree of maturity. Also, a factor dampening value sales is there is significant illicit offerings available, often counterfeit of international brands that are locally produced. While sports protein products still continues to account for most value sales, sports non-protein products are expected to register the highest valu

Dermatologicals is expected to register moderate current value growth in Tunisia in 2025. Increasing awareness of dermatological, as well as increasing self-medication, support value sales for products such as haemorrhoid treatments and topical and vaginal antifungals. In 2025, antiparasitics/lice (head and body) treatments is expected to register the highest current value growth. Many parents reported a resurgence of head lice infestations among their children, which led to a spike in demand fo

Weight management and wellbeing is expected to register moderate current value growth in Tunisia in 2025. That being said, growth is slowing, as there have been shortages of some imported brands, and also there is limited promotion. In addition, there is significant illicit trade through online channels, and this also dampens value sales. While supplement nutrition drinks continue to account for most value sales, weight loss supplements are expected to register the highest value growth. There we

Vitamins are expected to register healthy current value and a modest volume increase in Tunisia in 2025. Growth is supported by the rising number of nutrition specialists in Tunisia, who play a key role in boosting awareness and recommending various types of vitamins particularly Vitamins E, D, and C. In addition, the shift in distribution of vitamins via online stores and health and personal care stores also boosts sales in 2025. Online sites such as Pharmashop, ParaStore and ParaClick offer a

Dietary supplements is expected to register healthy current value growth in Tunisia in 2025. Dietary supplement experienced a huge boost during the pandemic, in particular for minerals such as zinc. Since then, many consumers have adapted the habit of taking dietary supplements and this continues to support growth. In 2025, minerals such as zinc, copper, magnesium and manganese continue to be popular. Local smaller companies also launch several new products. This includes companies such as Bio H

Profit margins are expected to fall in 2025. While current value sales increase, constant value sales fall. Unit prices remain unchanged, following a decision by the Tunisian Ministry of Health to freeze prices across the pharmaceutical sector after notable prices increases in 2024. This impacts profit margins for many products within paediatric consumer health. While paediatric analgesics continue to account for most value sales, paediatric vitamins and dietary supplements are expected to regis

Value sales of sugar confectionery are remaining robust in Tunisia in 2025, with volume also stable, albeit at a lower rate of growth. While value sales are supported by high unit prices causes by inflationary pressures and the increase in the costs of raw materials, such as sugar, the stable volume indicates strong baseline demand. Indeed, consumers continue to purchase sugar confectionery and children, in particular, remain strongly attracted to these sweet treats.

Value sales of chocolate confectionery are seeing robust growth in Tunisia in 2025, supported by price increases driven by inflationary pressures and increased costs in production and imports. Notably, for chocolate confectionery, there have been significant, global price increases in raw materials, specifically in cocoa and sugar. That said, although volume sales are at low rates of growth, consumption remains stable, indicating ongoing demand for chocolate confectionery.

Value sales of gum are remaining strong in Tunisia in 2025, driven by several factors including the constant demand for this product from children and schoolchildren, who represent the main gum consumers in the country. In addition, inflation and prices increase continued to affect value sales positively, which offsets a more sluggish volume performance.