Tunisia Strengthens EU Market Position in Workwear and Jeans Exports

Tunisia continues to solidify its role as a key textile supplier to the European Union, with its exports aligning closely with EU market demands.

In a significant milestone, Tunisia became the EU’s leading supplier of work clothing in 2024, securing a 17.44% market share, according to recent data from the Technical Center for Textiles (CETTEX). The country also ranked as the EU’s fourth-largest supplier of jeans, holding an 8.21% market share.

Workwear Leadership and Challenges

In 2024, Tunisia exported approximately 9.7 million pieces of professional clothing to the EU, valued at €317.7 million, with an average price of €32.66 per piece—making it the supplier with the highest unit price in this category. However, despite maintaining its dominance in high-end workwear, Tunisia’s exports to the EU declined by 7% in volume compared to 2023.

France (35.6%), Germany (30.7%), and Italy (9.7%) accounted for 76% of Tunisia’s total workwear exports. CETTEX highlights Germany and Italy as key markets for future growth, offering expansion opportunities.

Jeans Exports on the Rise

Tunisia’s jeans exports to the EU reached 16.84 million pieces in 2024, valued at €357.6 million, reflecting a 4.26% increase in value and a 3.53% rise in volume from 2023. The country also maintained the highest average unit price for jeans in the EU, with a slight increase from €21.09 to €21.23 per piece.

CETTEX estimates that Tunisia could further expand its jeans and workwear exports, particularly to Germany and other traditional markets. This growth potential could generate an additional €160 million in exports and create over 25,000 jobs.

Support and Investment Needed

To fully capitalize on these opportunities, Tunisia’s apparel sector requires enhanced technical and financial support to help businesses transition towards sustainable and digitalized production. Compliance with EU regulations and the adoption of simple transformation quotas under rules of origin remain crucial.

CETTEX calls for increased investment incentives, diplomatic and economic backing—particularly from the Tunisian Embassy in Germany—and market-specific promotional strategies to attract new investors.

Overcoming Structural Challenges

Despite Tunisia’s competitive advantage, industry growth is hindered by financing difficulties and bureaucratic hurdles. Experts stress the need for improved access to capital and modernization efforts to maintain Tunisia’s standing as a premier EU supplier.

With a strong reputation and strategic geographic location, Tunisia has the potential to further strengthen its global position. By addressing key challenges and leveraging new trade agreements, the country could cement its role as an indispensable player in the international textile market.