In 2025, Tunisia’s tea industry benefited from stabilised supply, reducing shortages and enabling private-sector participation. Rising consumer interest in herbal, fruit, and specialist teas increased demand, while small local grocers remained the main distribution channel. Health and wellness trends, awareness if product sourcing, and innovative offerings by players such as Phytokad Lab and returning brand Kamy are shaping consumption patterns across urban and rural areas.

In 2025, Tunisia’s coffee industry was shaped by improved supply stability from the Tunisian Trade Office (OCT), which reduced shortages and curbed smuggling from Algeria and Libya. Rising coffee bean prices increased costs, while the expansion of food/drink/tobacco specialists and discounters influenced accessibility. During the forecast period, social media marketing and innovative products, particularly fresh ground coffee pods, will begin to shape consumer choices, while private-sector parti

Unpackaged leavened bread from small artisanal players continued to dominate baked goods and continued to be Tunisia’s most important staple. Within bread, also, there is a growing offerings of healthier offerings, such as with address grains or less sugar.

In 2025, Tunisia’s hot drinks industry was positively impacted by the efforts of the Tunisian Trade Office (OCT) to ensure a stable supply, which reduced shortages and curbed smuggling. Moreover, despite rising prices and lower levels of purchasing power, consumers maintained traditional tea and coffee drinking habits. Moving forward, digital channels and social media marketing will influence consumption patterns, and health- and wellness-focused products will gain visibility, primarily among hi

In 2025, other hot drinks in Tunisia, which is dominated by chocolate-based flavoured powder beverages, was impacted by higher production costs, due to increases in global cocoa prices. Small local grocers remained the primary distribution channel, while discounters like Aziza gained traction. Growing parental concern over sugar, health awareness, and niche plant-based products are beginning to shape consumer choices, with online platforms and marketing initiatives from Société Tunisienne de Cho

Children’s breakfast cereals continued to account for most value sales, though muesli and granola registered highest value growth, due to its healthier positioning. Nestlé’s Moulin d’Or continued to dominate, though the competitive landscape is becoming more fragmented, and local brands have a sizeable foothold.

Pasta and rice are subsidised in Tunisia and this continued to support volume sales. However, instant noodle pouches registered the highest value growth, though from a much smaller base. Noodles are increasingly popular among consumers of under 25-yeears-of age, largely due to their affordability coupled with convenience.

Shelf stable continued to account for most value and volume sales, though frozen processed potatoes registered the highest value growth. Small local grocers continued to dominate distribution and larger ranges within these outlets also supported value growth.

Authoritarianism has become more entrenched in Tunisia and corruption remains endemic, but the budget balance is set to improve. Economic momentum continues to be weak and unemployment is elevated, but price growth has decelerated. Low population expansion could stymie consumer market development and the gender gap is massive, but urbanisation continues apace. Mobile technology is consumed widely and greater digital transformation is planned, but e-commerce is struggling.

Leavened bread continued to be Tunisia’s most popular staple, with processed seafood, pasta and rice also being very popular. Subsidies for bread, rice and pasta support volume sales, with small local grocers continuing to be the main distribution channel.

Shelf stable seafood continued to account for most volume sales and is seen as an affordable source of protein. However, processed meat, and in particular frozen processed red meat, gains the most value share in 2025. With prices rising significantly for fresh red meat, consumers opt for more affordable options such as frozen processed red meat.

Busier urban lifestyles are supporting demand for sauces, dips and condiments in Tunisia, with tomato pastes and purées, and chili sauces remaining staples. Ketchup, mayonnaise, mustard, and salad dressings are becoming increasingly popular, particularly among younger and urban households. Small local grocers remains the main distribution channel, while discounter Aziza is boosting engagement through promotions and private label. Looking ahead, “better-for-you” offerings and imported sauces will

Edible oils remain central to Tunisian households. Corn and sunflower oils are driving value growth, supported by intensified new product development and a shift towards non-subsidised packaged options. Lesieur Cristal SA maintains its leading position through broad availability, a diverse range of packaging sizes, and promotional activity. Small local grocers remains the primary distribution channel, distributing subsidised products, while discounter Aziza is gaining popularity with competitive

Demand for sweet spreads in Tunisia is supported by urbanisation, a growing middle class, and a shift towards branded, packaged products. Honey has emerged as the fastest-growing category, due to a shift towards branded, packaged variants and digital marketing campaigns. Small local grocers remains the primary distribution channel, although supermarkets, hypermarkets, and discounters are gaining share. Future growth will be driven by health-oriented offerings, innovative flavours, modern packagi

Busier lifestyles are boosting demand for cooking ingredients and meals in Tunisia, as urban, young, working consumers increasingly prioritise convenience and time-saving solutions that are compatible with their hectic schedules. Health and wellness is an emerging trend, but affordability remains a key consideration, with promotions and discounts continuing to influence purchasing decisions. Small local grocers remains the dominant channel, while discounter Aziza is attracting cost-conscious sho

Demand for ready meals and soups in Tunisia remains concentrated among urban, young, working consumers, who value convenience and time-saving solutions due to busy lifestyles. By contrast, home-cooked recipes continue to dominate among older and more traditional households. Small local grocers remains the main distribution channel, especially for shelf stable products, while discounter Aziza attracts price-sensitive shoppers with private label offerings and promotions. Looking ahead, convenience

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.