Tunisia
North Africa
Discover more about the Tunisia market including overviews about the retail, foodservice, and food-processing sectors.
11.9M
Population in 2023
$1.3M
U.S. processed food exports in 2023
2nd
Largest U.S. export market in North Africa
Market Overview
Tunisia is a lower middle-income country with a population of 11.9 million. The economy expanded in real terms in 2022, driven by increasing public and private consumption. Tunisia's GDP reached $127.5 billion on a PPP basis, positioning the country as the 83rd largest economy in the world.
Market Note: Tunisia is a small market for consumer-oriented products. The market is dominated by European exporters, with the U.S. holding a 1.3% market share. Only about 5% of the population (upper income class) can afford to buy imported food products.
Market Opportunities
- Trade and Investment Framework Agreement with U.S.
- Highly urbanized modern society (two-thirds urban)
- Well-developed foodservice catering to tourists
- Expanding modern retail distribution system
Key Issues
- Average import duty of 32% on agricultural products
- SPS norms harmonized with European Union
- Small port capacity and distance disadvantage
- French culture and influence remain dominant
Top U.S. Exports (2023)
Retail Sector
$3.3B
Retail sales in 2023
54%
Growth since 2019
$5.9B
Forecast by 2028
The Tunisian retail sector has enjoyed steady growth of over 10% in recent years. The modern retail sector benefits from a 20% market share valued at around US$2 billion. Major retailers include Carrefour, Casino group, GĂ©ant, and Monoprix through joint ventures.
Retail Infrastructure
655
Modern outlets
5
Hypermarkets
460
Supermarkets
High Growth Products
Foodservice Sector
The sector caters to Tunisians and 7 million tourists annually. Hotels and restaurants typically source through annual tenders or retail outlets. Foreign franchises include Pizza Hut, Fatburger, Chili's, Papa John's, KFC, Hard Rock Café, and Johnny Rockets.
Tourism Impact:
Foodservice closely tied to tourism with 7M annual visitors
Food Processing
The industry comprises 1,240 companies with production value around $6 billion in 2020. Growing at 3% annually as eating habits shift toward processed foods. Agricultural imports exceeded $2 billion in 2020.
Best Prospects:
Tree nuts, pulses, cookies, dairy, beverages, condiments, palm oil, corn, poultry, processed eggs
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