"Tea in Tunisia" is now available at Fast Market Research

There is a strong tradition for tea in Tunisia, with black or green tea typically being brewed slowly with a large amount of sugar and fresh mint. However, tea suffers from a relatively old fashioned image in comparison to coffee, which notably has a stronger appeal to younger consumers. The high sugar content in traditional tea also deters many health-conscious consumers from excessive consumption, while its slow-brewing also means that this is a time-consuming drink. There is meanwhile little tradition for unsweetened tea or tea bags in Tunisia. Many younger consumers are thus opting for more convenient alternatives such as instant coffee or cola carbonates, with low calorie cola carbonates seeing a particularly strong growth in demand towards the end of the review period.

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Competitive Landscape

OCT is the clear leader in tea, accounting for over 38% value share in 2014. This is due to the company's dominance of black and green tea, where it accounted for 73% and 75% value share respectively in the year. This state-owned company is responsible for ensuring a reliable and affordable supply of a number of basic products in Tunisia, including tea. It therefore offers good quality at affordable and subsidised prices and also benefits from having the widest distribution.

Industry Prospects

Tea is expected to see the weakest retail volume growth across hot drinks in the forecast period, with just 2% CAGR. Traditional tea is slow-brewed and highly sweet, with this drink increasingly being viewed by young Tunisians as old fashioned, inconvenient and unhealthy due to its high sugar content. The fashionable image of coffee and growing interest in French- or Italian-style coffee will also pose a constraint to sales growth for tea, as will widening interest in instant coffee, which offers convenient preparation and a swift energy boost.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tea industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea in Tunisia market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country



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