Tunisia baby food market to Outperform with Lifestyle: Ken Research


Ken research came up with its recent research report on, “Baby Food in Tunisia.” This report evaluates important changes in consumer behaviour and identifies profitable markets and areas for product innovation. It helps researchers analyse current and to forecast behavioural trends in each category to identify the best opportunities to exploit. It provides detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market. Baby Food companies require a detailed understanding of Baby Food consumption by individual product categories in order to align their sales and marketing efforts with the latest trends in the market.

This report clarifies in detail, by product category, where the growth opportunities are in Baby Food industry to enable effective marketing plan as consumers’ product demands evolve, the dynamics between different Baby Food types also change favouring some product categories and leaving others increasingly out of line with demand patterns. As a result, understanding the shifting market dynamics is key in ensuring maximum sales in the future. The differing growth rates in overall product category sales drive fundamental shifts in the market. This report provides detailed, authoritative data on these changes for marketers. The report provides the latest data on market dynamics in the Baby Food industry in Tunisia market, providing marketers with essential data in order to understand their own position in the market and to identify where to compete in the future. Finally, it investigates which categories are performing the best and how this is changing market dynamics.

The social tensions that marked the first half of 2015, as well as the combined effects of three dramatic terrorist attacks have been the main drivers of Tunisia’s economic performance in 2015. GDP growth saw positive scales and only thanks to a strong performance in agricultural production particularly olive production, while most other sectors of the economy contracted or stagnated. A combination of strikes and social unrest in mine-producing regions and the long-term decline in the production of oil and gas led to a sharp contraction non-manufacturing industries. CPI inflation steadily decelerated. The Tunisian baby food market has seen growth both in volume and value terms. Volume sales have grown by 36% since 2009, while value sales have more than doubled. Economic growth, a rise in number of births, higher household incomes, growth of Western-style supermarkets and consequent better availability of products has encouraged sales of baby food. Baby milks account for around two-thirds of value sales, cereals accounted for 27.4% and meals account for only 5.9% of value sales. The consumption of baby food is expected to rise by 15%, while retail value is forecasted to expand by 53%.

The food comes in multiple varieties and tastes; it may be table food that the rest of the family is eating that has been mashed or otherwise broken down, or it can be purchased ready-made from producers.

Although the Tunisian market is small, with low levels of per capita consumption, it is a market that has attracted several new players in recent years, including Materna in the baby meals sector and Pharmalys, which has begun production of infant formula locally. ERC expects strong growth in the next five years, as a more stable economic and political situation contributes to increased affluence and consumer confidence. In particular, the wet meals sector is forecast to perform strongly as demand for convenience products increases. In recent years, baby food in Tunisia has experienced increasing competition. This is especially true with regard to milk formula products, which can only be legally purchased in chemists/pharmacies outlets with a prescription from a paediatrician. In addition, advertising of milk formula products is prohibited. These restrictions lead companies to focus their aggressive promotional efforts on chemists/pharmacies, and also facilitate the smuggling of black market milk formula products into Tunisia from Algeria. The meals sector has registered the highest rate of growth in terms of volume, with sales up by 47% between 2009 and 2015. The imports of milk & cereals are increased by 43.6% in volume.

Economical Landscape & Outlook

Over half of the market is in the hands of two players-Danone and Nestle. Laboratoires Pharmalys led baby food in 2016. The company’s leadership was due to its longstanding presence in Tunisia coupled with the wide distribution of its brands across the country. Additionally, the company maintained a strong presence in milk formula, the largest of the main baby food categories, where it offers popular brands such as Primalac Ant-Coliq, Swisslac, Primalac Ar and Primalac. Low and falling birth rates will continue to limit demand for baby food in Tunisia over the forecast period. In particular, the category’s development will be restricted as economic pressures and the growing participation of women in the workforce continue to fuel a trend towards smaller family sizes.


Baby food innovations have taken the world by storm, as new parents attempt to stay ahead of the curve with new formulas and digitised tools. Adults who have committed to health and wellness are searching for baby food and formula that is as nutritious and beneficial as possible for their children. Out on the market, there are organic and super food-infused options that put regular baby food to shame. If you want your baby to be vegan, gluten-free and sugar-free before they can walk and talk, there are ways to make that happen.  Along with nutrition, efficiency is key for parents who are strapped for time. Digitised baby bottles, soothers and tracking apps help the time-crunched parent stay on top of their duties. Suppliers big and small agree that while brands will continue to offer flavours that are more nutritious and update marketing to appeal to young, modern parents, the “groundbreaking innovation,” as Normandin describes it, seen in the past decade is unlikely to continue.

A group of companies, including Petit Organics, Farm to Baby, and Junior’s Fresh, are already heading up the movement in Brooklyn, N.Y. Brands are not necessarily trying to knock down Gerber, but promoting the local movement and bringing that to baby. In another tactic, Grimmer’s Plum Organics has shifted its focus toward more socially conscious projects like hunger among Americans and changes in government stipulations for food programs. Additionally, Plum Organics launched The Full Effect, a program dedicated to helping the 16 million food-insecure children in the US through food donations. The company even developed a “super smoothie,” packed with vitamins and nutrients, for donation to food programs around the country.

Key Topics Covered in the Report:

Global baby food market research

Global food industry research report

Tunisia baby food market

Tunisia cereals market size

Tunisia baby food consumption

Tunisia infant milk formula market research

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Ken Research
Ankur Gupta, Head Marketing & Communications


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