With rare exceptions quickly addressed, Tunisian textile exports to European Union countries follow a trajectory aligned with the mutual interests of both parties.
The latest milestone in this ongoing trend is Tunisia’s rise to become the EU’s leading supplier of work clothing in 2024, capturing a 17.44% market share, and its position as the 4th largest supplier of jeans to the EU, with an 8.21% market share, according to recent data released by the Technical Center for Textiles (CETTEX).
In 2024, Tunisia exported approximately 9.7 million pieces of professional clothing to the European market, valued at €317.7 million, with an average price of €32.66 per piece.
This positions Tunisia as the supplier with the highest average unit price for professional clothing in the EU.
However, despite remaining Europe’s preferred supplier for high-end workwear, Tunisian exports to the EU saw a 7% decline in the number of pieces in 2024 compared to 2023.
Around 76% of Tunisia’s work clothing exports are destined for three main markets: France (35.6%), Germany (30.7%), and Italy (9.7%). According to CETTEX, there is potential for growth, particularly in the German and Italian markets.
Jeans exports follow a similar trend
In terms of jeans, Tunisia exported 16.84 million pieces to the EU in 2024, valued at €357.6 million, marking a growth of 4.26% in value and 3.53% in volume compared to 2023.
Tunisia also saw a slight increase of 0.7% in the average price per piece, rising from €21.09 to €21.23, maintaining the highest average unit price in the EU for jeans.
CETTEX believes that Tunisia has a significant opportunity to expand its exports of jeans and workwear, particularly to Germany and traditional markets. This opportunity could generate an additional €160 million in exports and create over 25,000 jobs.
The Center emphasizes that the development of Tunisia’s apparel exports requires enhanced technical and financial support to help SMEs transition sustainably and digitally, ensuring compliance with European regulations and facilitating the rapid adoption of simple transformation quotas under rules of origin.
Additionally, tailored support is needed for new investors looking to establish operations in Tunisia, along with diplomatic and economic backing from the Tunisian Embassy in Germany to promote Tunisia as a destination. Implementing market-specific promotional plans with sector-specific support actions is also crucial.
Better access to capital
Nevertheless, to maintain its position and fully exploit its potential, Tunisia’s textile industry must overcome several challenges.
Financing difficulties for businesses and cumbersome administrative procedures hinder the sector’s growth. Modernizing processes and improving access to capital could revitalize this key industry, according to La Nouvelle Tribune.
Tunisia stands at a strategic crossroads. Its textile industry, bolstered by a solid reputation and a favorable geographic location, has the potential to strengthen its position on the global stage.
By addressing current challenges and seizing opportunities presented by new trade agreements, the country could not only consolidate its role as a major EU supplier but also establish itself as an indispensable player in the international textile market.
