Boston, MA -- (SBWIRE) -- 06/13/2014 -- Other hot drinks in Tunisia is becoming increasingly concentrated, with the two leading operators accounting for a 74% off-trade value share in 2013. Moreover, the combined share of these two payers increased by two percentage points from the previous year; the category is characterised by a kind of duopoly which is limiting growth. These companies are both Tunisian and benefit from strong brand equity and popularity among both young and adult customers. Their chocolate-based flavoured powder drinks are well known in the country and consumers prefer to purchase these products rather than less well-known alternatives. These players focus on brand awareness rather than on innovation, a strategy that served to constrain growth in 2013; volume growth was slower in 2013 than in 2012.
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In 2013 Societe Tunisienne de Chocolaterie et de Confiserie was the undisputed leader in other hot drinks with a 48% off-trade value share. It is a very well-known national company that has been operating in the country since the 1970s and its chocolate-based flavoured powder drinks enjoy strong popularity.
Unless small players strongly invest in marketing activities and launch new products either in the chocolate-based flavoured powder drinks category or in any other category, such as malt-based hot drinks, it is unlikely that the competitive environment will see any major shifts during the forecast period. The top three companies are likely to increase their shares, leveraging their products' popularity. They may continue to be reluctant to engage in activities related to innovation due to their strong competitive positions and, as this situation continues, the category could suffer from stagnation.
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The Other Hot Drinks 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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