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GAIN Report - TS5010

Page 4 of 12

assortment and from certain importers having their own distribution fleet to supply goods at the retail level.

Advantages

Challenges

A relatively high household disposable income

High customs duties levied on consumer- oriented food products.

Fast growth of modern distribution

Higher freight cost as compared to goods

channels

sourced from nearby Europe

US food products’ quality is well perceived Hypermarkets and some supermarkets tend to procure food products through their European franchisers.

A favorable US dollar exchange rate against the Euro

Lack of awareness of the U.S. food products brand names compared to the European brands

An increasing sophistication of the consumption patterns driven by modern food retail

Fewer business ties compared to those with the EU

Section II Road Map For market Entry

II-1: Modern retail outlets: hypermarkets, supermarkets and superettes

In Tunisia, hypermarkets, supermarkets and superettes are referred to as modern distribution outlets. These three formats are defined as follows:

  • -

    Hypermarket: a store with a sales area of over 5,000 sq meters, located out-of - town as the anchor store in a shopping mall, and offering more than 30,000- item assortment.

  • -

    Supermarket: a store with sales area between 500 and 5,000 sq meters with an assortment of nearly 10,000 items.

  • -

    Superette: a store with a sales area of less than 500 sq meters displaying a limited assortment.

Entry strategy

The best way to introduce new products to these outlets is to identify the suitable importer, i.e. the importer having already the experience of handling the targeted products and having direct relations with supermarkets. Such Importers are able to

UNCLASSIFIED

USDA Foreign Agricultural Service

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