Tunisia’s economy expanded by 3.2% year-on-year in the second quarter of 2025, doubling the pace recorded in the first quarter. Behind this recovery lies a story of shifting demand patterns, changing household priorities, and sectoral trends that mirror consumer realities across Africa.
Agriculture was the clearest driver, growing nearly 10% on the back of strong crop performance. This growth extends beyond farm output into the lived experience of households, influencing food affordability, dietary diversity, and reliance on local supply chains. As agricultural systems strengthen, they shape not only national accounts but also the everyday choices of consumers navigating inflation and food security challenges.
Construction also surged, with activity rising nearly 10% as investments in housing and infrastructure increased. This expansion reflects accelerating urbanisation and the pressing need for affordable housing and modern services. The demand for cement, steel, and building materials is therefore matched by the aspirations of growing urban populations seeking better living conditions, reliable utilities, and connected communities.
Tourism played a complementary role, with hotels and restaurants expanding by 7% as international arrivals returned. The revival of travel has a cascading effect, stimulating local consumption of hospitality, leisure, and transport services. As visitor numbers rise, domestic consumers also experience a shift, as the blending of international expectations with local offerings reshapes service standards and creates new lifestyle trends.
Even with external pressures weighing on trade, domestic demand grew by more than 3%, underscoring the role of household confidence and local spending in sustaining momentum. The pace of this recovery illustrates how quickly consumer sentiment can shift, revealing opportunities for businesses and policymakers who remain attentive to emerging signals in consumption behaviour.
Tunisia’s second-quarter performance, therefore, is not just an encouraging set of numbers. It illustrates how growth driven by agriculture, construction, and tourism flows directly into consumer markets, creating new pressures, aspirations, and behaviours. For Africa as a whole, the lesson is that economic expansion should always be read through the lens of how people live, spend, and adapt, because it is in these patterns that the real opportunities for strategy, innovation, and market development emerge.
