Competitive Landscape
STE Ennadhafa Judy SA Maintains Dominance with Strong Distribution
The surface care market in Tunisia is highly concentrated, with the two leading companies holding significant shares. In 2025, STE Ennadhafa Judy SA led the market with a 36% share, followed by Société d'Articles Hygiéniques Sarl (SAH) with 17%.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care 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.
If you're in the Surface Care 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 Surface Care 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 Surface Care in Tunisia?
- Which are the leading brands in Surface Care in Tunisia?
- How are products distributed in Surface Care in Tunisia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Tunisia - Category analysis
Key Data Insights
Innovation Drives Growth Amid Economic Pressures
Innovation Drives Growth Amid Economic Pressures
Multi-Purpose Cleaners Dominate Sales with Versatile Cleaning Solutions
Health and Wellness Drives Demand for Natural and Eco-Friendly Products
Multi-Purpose Cleaners Expected to Maintain Dominance with Convenience Trend
Health and Wellness Trend to Drive Demand for Specialised Products
Promotional Strategies to Remain Crucial for Sales Growth
STE Ennadhafa Judy SA Maintains Dominance with Strong Distribution
Grocery Retailers Maintain Lead
Retail E-Commerce Sees Limited Growth in Surface Care
Home Care in Tunisia - Industry Overview
Healthy Value Growth Amidst Evolving Market Landscape
Key Data Insights
Healthy Value Growth Amidst Evolving Market Landscape
Laundry Care Dominates Market, Home Insecticides Shows Dynamic Growth
Mood-Boosting Ingredients Drive Market
Affordable Products to Gain Traction among Consumers
Laundry Care to Maintain Dominance Driven by Premiumisation
Private Label Products Expected to Shape Future Trends
Henkel Tunisien and Sah Maintain Market Lead through Strong Distribution
Grocery Retailers Dominate Home Care Sales
Retail E-Commerce Remains Niche but Growing
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Surface Care research and analysis database.
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