Boston, MA -- (SBWIRE) -- 10/27/2014 -- The Tunisian government removed its ban on advertising for vitamins and dietary supplements in February 2013. This enabled players to advertise freely via channels such as domestic TV stations, billboards, radio and printed media and was expected to result in a surge in marketing support in this area. However, this surge was not seen, with the leading players investing little in marketing support in the year. Players remain cautious about investing in advertising due to low sales and a poor volume performance for many product areas.

Competitive Landscape

Pierre Fabre was the leading player in vitamins and dietary supplements throughout the review period and accounted for almost 17% value share in 2013. This company benefited from offering Tardyferon in mineral supplements, with this iron and folic acid supplement being positioned for use during pregnancy and for anaemia. The company also saw one of the strongest gains in value share in 2013 over the previous year at over half a percentage point, with this linked to a strong performance for iron supplements in general. Tardyferon also benefits from frequent recommendations to pregnant women from gynaecologists, pharmacists and doctors.

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Industry Prospects

There is a strong potential to expand the consumer base in Tunisia, although there remain strong barriers to growth. Strong growth potential is provided by the low household penetration of these products at the end of the review period and by a lifting of the ban on advertising for vitamins and dietary supplements in 2013. Companies who are willing to invest in strong consumer education campaigns could thus attract many consumers, particularly as consumers are in general becoming more interested in health and wellness in the country. Rising disposable income levels and urbanisation is also expected to result in a growing mid- to high-income urban group in the forecast period who are able to afford vitamins and dietary supplements.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Vitamins and Dietary Supplements 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 Vitamins and Dietary Supplements industry in Tunisia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins and Dietary Supplements 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

Our market research reports answer questions such as:

- What is the market size of Vitamins and Dietary Supplements in Tunisia?
- What are the major brands in Tunisia?
- Which dietary supplement grew the fastest in the past year?

Reasons to Get this Report

- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions

Product coverage: Dietary Supplements, Paediatric Vitamins and Dietary Supplements, Tonics and Bottled Nutritive Drinks, Vitamins.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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