Value sales rose significantly throughout hot drinks in Tunisia in 2023, thanks to inflationary pressures and price hikes. By contrast, overall volume sales declined notably.
However, despite product shortages in 2023 the market remained vibrant and dynamic. For example, there was a surge in the variety of offerings from players across segments such as coffee pods, instant coffee, and fruit/herbal tea.
Overall, there were significant changes in the competitive landscape for hot drinks in Tunisia in 2023. Coffee companies remained prominent among the outright industry leaders - a reflection of the ubiquity of coffee in Tunisian society, as well as the fact that unit prices are higher in coffee than in tea.
Within Tunisia’s retail distribution, discounter Aziz has been recording significant growth and gaining market share in the distribution of hot drinks products as it benefits in part from heightened consumer price sensitivity. At the same time, several e-commerce sites are present in the Tunisian market, though demand for hot drinks via this channel remains very limited; this is despite the substantial expansion of online platforms and investment from players in the channel, with an increasingly broad array of hot drinks on offer to local consumers.
The foodservice sector suffered from the scarcity of fresh coffee in Tunisia in 2023. This channel is the main distributor of hot drinks in the country, with cafés widely present.
The hot drinks market is relatively mature in Tunisia with some companies (such as Société Café Bondin and Société Café Ben Yedder, for example) having had a presence in the country for over a century. This will prompt further declines in sales in major product areas such as black tea.
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