Nappies/diapers/pants in 2025 experienced a decline in retail volume, with sales falling to 735 million units, marking a decrease of 1% compared to the previous year. While volume fell, value sales continued to grow due to ongoing inflation and upward price adjustments, with retail value sales reaching TND520 million in 2025, an increase of 8%. This contrasts with the broader regional context, where many Middle East and African countries are still seeing modest volume increases or stabilisation,

In 2025, menstrual care in Tunisia reached 601 million units, up 2%, while retail value surged by 11% to TND225 million, driven by heightened prices and constrained household budgets. Sanitary towels, the largest category, grew only 1% to 430 million units, reflecting stagnant core demand. Tunisia’s demographic backdrop remains a fundamental driver of market potential and constraints. In 2025, Tunisia’s population of 12.2 million and limited growth in women of reproductive age constrained volume

The performance of wipes in 2025 is characterised by robust current value growth, with retail sales reaching TND36 million, representing an increase of 11% compared to the previous year. This growth rate outpaces the broader regional trend and signals the resilience of wipes amid ongoing economic pressures and heightened price sensitivity. Despite inflation, which reached 5% in 2025, the category benefits from a growing perception of wipes, especially baby wipes, as essential products for Tunisi

Tissue and hygiene in Tunisia achieved value growth in 2025, a result that outperformed volume gains due to significant inflation and shifting consumer behaviours, in line with broader regional patterns of economic headwinds and urbanisation. The market remains attractive, supported by low per-capita usage, urban expansion, and growing health and wellness awareness, though structural challenges such as the continued decline in birth rates and persistent erosion of purchasing power, which constra

Away-from-home tissue and hygiene demonstrated robust performance in 2025, with value sales reaching TND64 million, an increase of 13%. This expansion is supported by rising demand from the hospitality and foodservice channels. The rebound in tourism is a significant driver, with Tunisia recording over 10 million visitors by November 2025 and full-year arrivals expected to reach approximately 11 million. This resurgence directly increases demand from hotels, restaurants and cafés, reinforcing th

Retail tissue in 2025 delivered robust growth in both volume and value, outpacing many regional peers and reflecting heightened demand from households as well as the hospitality sector. Retail volume reached 37,436 tonnes, representing an increase of 3%, while retail value grew by 12% to TND372 million. Despite persistent economic pressures and a national inflation rate of 5%, retail tissue manages to sustain positive momentum, supported by a total population of 12.2 million and a gradual rise i

Retail adult incontinence in Tunisia delivered robust growth in both value and volume terms in 2025, outperforming many regional and global peers where growth is typically more subdued. Retail volume rose to 45 million units, reflecting an increase of 8%, while retail value reached TND95 million, growing by 17%. This expansion was driven primarily by a combination of increasing user numbers, particularly among men with urinary or prostate-related issues, as well as a gradual reduction in social

The laundry care market in Tunisia experienced positive growth in 2025, with retail value sales increasing by 10% in current terms to TND702 million. Tunisian consumers became increasingly responsive to promotions and special offers available in modern grocery retailers. Social changes in Tunisian society, including time constraints and greater workforce participation, including increased female employment, reinforced the quick wash feature as the most prominent trend within laundry products. Co

The polishes market in Tunisia recorded healthy growth in 2025, with a retail value of TND20 million. Shoe polish was the largest category in the polishes market in Tunisia in 2025, with retail value sales increasing by 10% to TND19 million. The continued demand for shoe polish can be attributed to its established presence and consumer loyalty. Despite ongoing economic challenges, including inflation and declining purchasing power, consumer demand for polishes remained strong.

The toilet care market in Tunisia recorded positive performance in 2025, with retail value sales increasing by 11% to TND56 million. Tunisian consumers have become increasingly health-conscious, influenced by social media advertising and health programmes broadcast on local and international TV channels. This growing health awareness, coupled with rising household income due to increased participation of women in the workforce, has enabled families to spend more on specialised cleaning products.

In 2025, the air care market in Tunisia recorded positive value growth of 10% to TND42 million despite stagnation in retail volume. The rising prices of air care products constrained demand, particularly among middle-income consumers. However, premium products continued to perform well, driven by growing interest from upper-income households and young couples. Although the premiumisation trend emerged several years earlier, it intensified in 2025 as both physical and online retailers expanded th

The home care market in Tunisia is characterised by healthy value growth driven by rising prices and inflation, despite stagnant volume demand. Laundry care remains the dominant category, while dishwashing exhibits dynamic growth. The market is expected to continue growing at a CAGR of 6% over the forecast period, reaching TND1,537 million by 2030. To succeed, brands should focus on multifunctionality, mood-boosting ingredients, and innovative product formats.

The surface care market in Tunisia registered positive value growth in 2025, despite stagnant demand due to inflation and economic challenges. Retail value sales increased by 11% to reach TND40 million. The increasing awareness of surface care products contributed to the positive segment performance, with consumers seeking quality products for specific types of surfaces. Companies continued to focus on developing new products to meet consumer needs and carried out more promotional campaigns to o

Retail value sales increased by 11% to TND118 million in 2055, driven by the growing awareness of health and wellness amongst Tunisian consumers, particularly within the younger generation. Both domestic and international brands contributed to this trend by launching new products specifically formulated for sensitive skin and free from fragrances, colourants, microplastics, EDTA and animal-derived ingredients. Additionally, there was a significant increase in the use of natural ingredients such

Price affordability and promotional activity remained the main demand drivers for bleach in 2025. The bleach market in Tunisia recorded retail value sales of TND78 million in 2025, representing an 9% growth from the previous year. However, bleach experienced stagnant demand in 2025, influenced by the global economic situation of the country. The resurgence of unpackaged bleach sold in bulk through traditional grocery retailers at affordable prices compared to branded packaged alternatives contri

The home insecticides market in Tunisia recorded positive performance in 2025, driven by significant demand that is considered a household necessity. Ongoing climate change has contributed to an increase in insect populations, further sustaining demand. The retail value of home insecticides in Tunisia reached TND78 million in 2025, with a growth rate of 12% compared to the previous year. The demand for home insecticides remained robust, driven by factors such as new public health concerns linked

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.