Despite the rising cost of living, Tunisians were still prioritising chilled desserts, cream, fromage frais and quark in 2025. Chilled desserts are generally considered a preferred snack for kids, whilst cream is an important ingredient in Tunisian cuisine, with salty and sweet dishes often based on cream. With the current changes in Tunisian cuisine and the influence of other cultures, the demand for cream is rising. Shortages were seen in cream during 2023 and some of 2024 due to a shortage of

Cheese in Tunisia witnessed an uptick in retail volume sales over 2025, reflecting the ongoing demand for cheese products. Rising unit prices contributed to overall value growth as cheese prices continued to climb throughout the year 2025. Demand is still being affected by inflation, weaker consumer purchasing power, and the strong presence of smuggled cheese products, particularly in small local grocers and food and drinks specialists. Some of the brands that are commonly smuggled into the coun

Baby food sales in Tunisia witnessed a decline over 2025, reflecting the lower consumer demand for milk formula and dried baby food. The declining birth rate is a key factor driving declines. Recent price hikes in 2023 and 2024 have also encouraged the smuggling of milk formula and baby food products in general from Algeria which are sold at lower prices compared to legally imported products. These smuggled products are widely available especially in regions near to the Tunisian-Algeria border.

Drinking milk products in Tunisia witnessed steady growth in 2025 following two challenging years in 2022 and 2023 when the market experienced a significant shortage of semi-skimmed shelf-stable milk. The situation was deemed critical in Tunisia since semi skimmed shelf stable milk accounts for the majority of milk sales in the country. Such was the gravity of the situation that the President of Tunisia intervened to work with local milk producers to tackle the issue and to look to prevent simil

Yoghurt and sour milk products in Tunisia witnessed strong double-digit value growth in 2025. Despite the economic crisis and weak purchasing power, consumer demand has remained robust for yoghurt and sour milk products. Price increases have dampened retail volume growth, but overall, the sector is gaining momentum in 2025. Notable changes in consumer habits are evident, with a shift towards more affordable products and an increase in promotional-led sales.

Butter and spreads in Tunisia witnessed moderate value growth in 2025, aided by rising demand for butter, which had suffered production shortages earlier in the review period. The supply of butter improved in 2025 with products becoming more widely available in both modern and traditional grocery retailers. In addition, margarine and spreads continued to attract more consumers due to notable changes in Tunisian cuisine and habits. Margarine remains a cheaper alternative compared to butter and is

Tunisia’s economic crisis has dampened the performance of dairy products and alternatives in 2025. Prices continued to rise amid persistent inflation, and this contributed to strong value growth during 2025. However, consumer demand has slowed for dairy products and alternatives due to weaker purchasing power with consumers making some cutbacks and seeking affordable options and promotions. Supermarkets and discounters are supporting category performance as these modern grocery retailers offer p

Plant-based milk is a relatively new category in Tunisia, with sales remaining negligible in 2024, despite signs of growing interest. Currently, all plant-based dairy products are imported and are only sold in modern grocery retailers or through e-commerce. The demand for plant-based milk is increasing due to the growing interest and awareness of veganism, lactose intolerance, and other health and environmental concerns. However, the high prices of these products remain a major obstacle for most

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

This report assesses the business environment in Tunisia, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

The report examines the economic landscape of Tunisia and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by private consumption and government spending. However, a global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.

The number of households is set to increase moderately, while the average household size will shrink in Tunisia over 2024-2029. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 74.8% by 2029.

Spirits in Tunisia rose in volume terms in 2024, driven by sales in supermarkets and other off-trade retailers, as well as a notable increase in the number of mass brands. Amid economic uncertainty, Tunisian consumers are shifting towards mass brands in spirits.

Total volume sales for wine declined in Tunisia 2024. The overall fall was mainly thanks to the decrease of on-trade wine, with reduced quantities of still light grape wine distributed under the control of Tunisian ministry of Agriculture. The demand for wine in hotels, restaurants and bars fell amid rising prices, with many Tunisians opting to drink wine at home as a result.

Beer in Tunisia saw an only slight increase in volume sales in 2024, with demand fairly stagnant. Off-trade sales were stronger than on-trade as a result of product price hikes in bars and restaurants, prompting many local consumers to drink beer at home instead. Despite economic strife, Tunisian consumers continue to enjoy drinking beer. Domestic mid-priced lager remained the biggest subcategory within beer in 2024, led by the popular Celtia brand which is widely available in both on-trade and

Overall alcoholic drinks in Tunisia recorded a slight increase in terms of total volume sales in 2024, despite the ongoing economic crisis. Growth was driven by several factors, including rising demand for mass brand variants across all categories. Value sales also improved in 2024, supported by price rises and inflation.

Volume sales of RTDs continued to rise rapidly in Tunisia in 2024. With the introduction of several new brands such as Pantha Whisky Cola and Pantha Vodka Energy, demand accelerated among younger consumers especially.

Fragrances, registered both healthy current and constant value growth in Tunisia in 2024. However, volume growth was more muted, as high prices dampened growth somewhat. However, premium fragrances continued to account for most value sales and also registered higher value growth. Mass unisex fragrances, while niche, also registered healthy value growth, and these are mainly available from apparel brands such as Zara and Mango. Consumers are increasingly drawn to unisex fragrances that prioritise

Hair care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Hair care is a significant product in Tunisia and there is a constant flow of product launches to keep consumers engaged. Standard shampoo accounted for most value sales and is widely available across all retailers. However, conditioners and treatments registered the highest value growth. There is an increasing range of mass o

Skin care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. In addition, more women are working outside the home and therefore have more disposable income, and this also supported value sales. Local players are also now developing a range of products at affordable prices compared to imported brands and this again also supported value sales. Facial care accounted for most value sales. Of

Sun care registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. In addition, there is increasing awareness of the importance of sun protection and as such sun care is also increasingly being worn during the winter months, and this also supported increasing value sales. In addition, climate change is leading to longer, hotter summer—another growth factor. Sun protection made up the lion’s sha

Colour cosmetics in Tunisia registered both healthy current and constant value growth in 2024. Volume sales also increased slightly, supported by a continuing increase in women who work outside the home, which is giving them more disposable income to spend on colour cosmetics. A growing range is also supporting increased sales, with teenagers in particular emerging as a key consumer group. Facial make-up accounted for most value sales and also registered the highest value growth. Tunisian women

Deodorants registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Consumers groups that drove growth included teenagers and students, as well as increasing as consumers in more rural areas. Deodorant sprays continued to account for most value sales, supported by a large range of brands across varying price points. In addition, sprays also double as fragrances for lower income consumers and t

Men’s grooming registered both healthy current and constant value growth in Tunisia in 2024. Volume sales also increased moderately, supported by continuing population growth. Increasing urbanisation, as well as a growing influence of Western culture also led to an increased interest in grooming, with extensive marketing campaigns also driving growth. In addition, the increasing penetration of supermarkets and hypermarkets is leading to an increasing range of offerings. That being said, there is