New Market Report: Noodles in Tunisia

Although noodles remains a niche category, only capturing sales of TND16 million, there was healthy growth in 2014, at 10% and 3% in retail value and volume terms respectively. Value growth was mainly driven by rising unit prices, whilst retail volume growth continued to be influenced by the rising number of Asian restaurants opening up across the country, which is raising consumer awareness and curiosity regarding noodles and thus contributing to growing demand. Also, the growing convenience trend seen in 2014 across all packaged food categories also affected noodles with pouch/instant noodles being very easy-to-prepare, providing a quick meal solution for time-strapped working women. Nonetheless, noodles are considered unaffordable to the vast majority of Tunisians, especially those within the lower-income bracket, with an average retail unit price of TND14.8 per kg in 2014 compared to just TND0.9 per kg for pasta.

Competitive Landscape

Al Ghurair Group continued to dominate sales in 2014 with a value share of 56%. The company is an Emirati group with its headquarters in the United Arab Emirates and it has a longstanding presence in the category with its highly popular Instant Noodles brand. The brand enjoys widespread distribution in a large number of supermarkets and hypermarkets across the country. Ranked second was Indofood Sukses Makmur Tbk PT with a 28% value share in 2014 through its Indomi Noodles brand. The brand benefits from wide distribution as well as strong television advertising across regional satellite channels such as MBC, which are widely watched in Tunisia.

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Industry Prospects

Growth is expected to remain healthy over the forecast period, with a 7% constant retail value CAGR increase, based on 2014 prices, and a 5% retail volume CAGR rise. Strong value growth is likely to be mainly driven by rising unit prices, whilst volume growth will be driven by the expected continued expansion in the number of Asian restaurants over the forecast period. Also, the expected stabilisation of the economic and political situation in the country is likely to lead to the creation of more jobs and push disposable incomes higher, thus making noodles affordable to a larger number of Tunisians. The convenience trend is expected to continue over the forecast period with more women expected to join the workforce, thus having less time to spend preparing traditional meals, which will push sales of noodles. Nonetheless, the category is expected to remain niche despite the expected growth.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Noodles industry in Tunisia with research from Euromonitor's team of in-country analysts.

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