Tunisian Baby Food Market: Consumer and Market Insights

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%.

Key Findings
- Total volume in the market is estimated to have grown by 36% and total volume by 111% at current prices between 2009 and 2015.
- 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.
- The baby food market is heavily focused on baby milks.
- Over half the market is in the hands of two players, Danone and Nestl.

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Synopsis
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%.

ReasonsToBuy
- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.
- Analyze current and forecast behavior trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market. 
- Investigates which categories are performing the best and how this is changing market dynamics.

Table of Contents
Introduction
Executive summary
Definitions

Background to the Market
Births Live Birth Rates
Births by region
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