The 2025 Franchise Barometer: A 9-Year Review of the Tunisian Franchise Market
The 9th edition of the Franchise Barometer 2025 has reviewed national and international franchised brands in Tunisia, attempting to interpret current trends and the evolution of the franchise market over the past nine years.
Market Growth and Trends
Since 2016, the market has experienced an average growth rate of 15% per year. Notably, there is a growing trend towards Tunisian brands rather than international ones. Tunisian brands have proven to be better suited to understanding the local market, allowing them to penetrate it more effectively and offer more competitive pricing compared to their international counterparts.
This trend of trusting and choosing Tunisian enterprises has persisted over the past six years, as highlighted by the 2025 Franchise Barometer in Tunisia. This has resulted in 8 out of 10 franchises being oriented towards local brands.
Most Popular Franchise Sectors
The barometer has also identified the most popular sectors for franchises. Three major franchise sectors are highly appreciated by franchisers in Tunisia:
- Brand Image and Marketing (37%): This sector remains the most coveted, ensuring instant recognition and an established customer base. Franchisers value the transmission of a proven functional model, which reduces risks and maximizes profitability through network effects and franchisor support.
- Innovation and Commercial Energy: This sector has experienced significant growth, increasing from 10.9% in 2023 to 18.7% in 2025, demonstrating the growing appeal of franchisers to avant-garde ideas and innovative business models.
- Rapidly Growing Sectors: The clothing and footwear, pastry, and ice cream sectors are experiencing rapid growth, accompanied by the emergence of new professions such as real estate agents, car repair workshops, and service companies.
Challenges and Opportunities
The barometer also highlights the challenges faced by potential franchisers, including:
- Lack of Clarity on Investment Requirements: 85% of potential franchisers struggle to evaluate the required investment amount.
- Demand for Financial Assistance: The increasing demand for financial assistance is a major factor hindering the industry's growth.
Overall, the 2025 Franchise Barometer provides valuable insights into the Tunisian franchise market, highlighting the growth potential and opportunities for local and international brands alike.
