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Report
Beauty and Personal Care in Tunisia
Market Direction I 2023-05-12 I 99 Pages I Euromonitor
The beauty and personal care industry in Tunisia registered strong value growth in 2022. However, this was mostly caused by relatively high inflation that was stimulated by a sharp depreciation of the local currency against the euro, the economic crisis, and a decrease of Tunisian consumer purchasing power.
Euromonitor International's Beauty and Personal Care in Tunisia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Beauty and Personal Care in Tunisia
Euromonitor International
May 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN TUNISIA
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
New products developed by the local industry compete well on price compared to their international counterparts
Imports from new countries further expand the mass beauty and personal care category
Middle-income consumers trade down from premium to mass
PROSPECTS AND OPPORTUNITIES
Inflation impacts demand in the early years of the forecast period
Distribution remains important in developing mass beauty and personal care products with discounters becoming a more important channel
Social media advertising and marketing campaigns on the rise as industry players embrace the importance of this channel in reaching their consumer bases
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
New laws enacted in 2022 on imported premium products are designed to reduce the level of imports into Tunisia and consequently foreign currency reserves
Growth in parallel trading in premium beauty and personal care in 2022
Significant development of retail e-commerce for premium beauty and personal care products
PROSPECTS AND OPPORTUNITIES
Local production of premium beauty and personal care products on the rise over the forecast period
Demand for premium brands stagnates in volume terms over the forecast period
Fatales Tunisie remains the leading distributor of premium beauty and personal care products
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
2022, a historical year of value growth
Important development of mass baby and child-specific products
Baby and child-specific hair care records the highest growth in 2022
PROSPECTS AND OPPORTUNITIES
A shift in marketing strategies from TV and mass media to online characterises the forecast period
Positive performance of baby and child-specific products over the forecast period
Success for this category makes it more attractive to both local and international companies
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 27 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand sanitisers no longer in demand due to alleviation of COVID-19 and the resumption of society
Category ripe for new product development proves attractive to local players
Tunisian company SATEM endeavours to compete with the leading players through new launches and intense advertising activity on social media
PROSPECTS AND OPPORTUNITIES
An important presence of international brands over the forecast period
Bar soap remains a strong and resilient category, despite developments in liquid soap and its rise to prominence during the height of the pandemic
Important development of private label products over the forecast period
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2017-2022
Table 33 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 35 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 36 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 37 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of colour cosmetics recover in 2022 after two years of considerably reduced usage during the height of the pandemic
Growth in direct selling as the category rapidly expands
The important presence of the parallel trading hampers legitimate sales
PROSPECTS AND OPPORTUNITIES
Development of the local industry encouraged by the dominance of mass products
Social media becomes key in advertising activities
Nail polish faces difficulties over the forecast period from nail salons and the current fad for false nails
CATEGORY DATA
Table 40 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 42 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 43 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 44 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 48 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
DEODORANTS IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
2022 is characterised by historical unit price growth and a slowdown in demand for deodorants
Domestic player SATEM experiences strong growth and development
Henkel-Alki Tunisie retains top spot in deodorants thanks to its Souplesse brand
PROSPECTS AND OPPORTUNITIES
The category develops further over the forecast period with the entry of a number of new brands
Grocery retailers support forecast period sales
Growing demand for added-value deodorants such as those with invisible or organic credentials
CATEGORY DATA
Table 49 Sales of Deodorants by Category: Value 2017-2022
Table 50 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 51 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 52 NBO Company Shares of Deodorants: % Value 2018-2022
Table 53 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 54 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 55 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 56 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Nihel retains its outright lead despite intensifying competition
Women's pre-shave begins to appear on the Tunisian market
Despite the popularity of traditional forms of depilation in the country, women's razors and blades sees the entry of a new brand creating competition for Gillette and Bic
PROSPECTS AND OPPORTUNITIES
Laser hair removal negatively impacts category sales over the forecast period
Sugaring remains a popular choice with leading player Nihel present in sugaring products
While the category remains dominated by mass products, new premium depilatories products make an entry
CATEGORY DATA
Table 57 Sales of Depilatories by Category: Value 2017-2022
Table 58 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Depilatories: % Value 2018-2022
Table 60 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 61 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 62 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Recovery year for fragrances in 2022 due to the full lifting of COVID-19 restrictions
Premium women's fragrances records the highest growth
Local players are absent from premium fragrances leaving the category in the hands of renowned international brands
PROSPECTS AND OPPORTUNITIES
Stagnation in volume growth of fragrances over the forecast period due to the economic crisis and high inflation with little change in the competitive environment
The forecast period sees intensifying competition in the health and beauty specialists channel
Illicit trade remains the main threat to the expansion of fragrances sales
CATEGORY DATA
Table 63 Sales of Fragrances by Category: Value 2017-2022
Table 64 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 65 NBO Company Shares of Fragrances: % Value 2018-2022
Table 66 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 67 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 68 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 69 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
The parallel trade characterises salon professional hair care
Mass brands dominate hair care in Tunisia with premium products focusing on niche categories such as perms and relaxants
Conditioners and treatments performs well in 2022 due to growing consumer demand
PROSPECTS AND OPPORTUNITIES
Hair care remains an important category in the beauty and personal care market in the country with the competitive environment becoming increasingly intense
Modern grocery retailers support the distribution of hair care products over the forecast period
Natural and herbal hair care products remain trendy over the forecast period
CATEGORY DATA
Table 71 Sales of Hair Care by Category: Value 2017-2022
Table 72 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 73 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 74 NBO Company Shares of Hair Care: % Value 2018-2022
Table 75 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 76 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 77 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 78 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 79 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 80 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 81 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
2022 is a year of recovery for mens grooming after two unprecedented years of pandemic
Continuous growth of products dedicated to men thanks to initial new product launches by leading multinationals
New South Korean player Dorco enters the Tunisian mens grooming category in 2022
PROSPECTS AND OPPORTUNITIES
Slowing volume sales growth for mens grooming over the forecast period
Male preferences towards beards represent an important threat to the development of mens grooming over the forecast period
Mass men's bath and shower records the highest volume growth over the forecast period
CATEGORY DATA
Table 82 Sales of Mens Grooming by Category: Value 2017-2022
Table 83 Sales of Mens Grooming by Category: % Value Growth 2017-2022
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 86 NBO Company Shares of Mens Grooming: % Value 2018-2022
Table 87 LBN Brand Shares of Mens Grooming: % Value 2019-2022
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 89 Forecast Sales of Mens Grooming by Category: Value 2022-2027
Table 90 Forecast Sales of Mens Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Oral care sees limited damage from the pandemic, though volume sales slow in 2022 due to inflation and the economic crisis
Unilever maintains its lead in oral care, however Carrefour launches its first private label in Tunisia, with products imported from France
Domestic players remain absent from the category due to the high production costs involved in manufacturing oral care products
PROSPECTS AND OPPORTUNITIES
Oral care remains populated by mass brands with the few premium brands available sold via pharmacies and recommended by dentists
Diversified product range continues to drive sales of toothpaste and manual toothbrushes
The government regularly extends its oral hygiene programme to increase oral care awareness around the country but especially in rural areas
CATEGORY DATA
Table 91 Sales of Oral Care by Category: Value 2017-2022
Table 92 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 93 Sales of Toothbrushes by Category: Value 2017-2022
Table 94 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 96 NBO Company Shares of Oral Care: % Value 2018-2022
Table 97 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 98 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 99 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 101 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continuous development of local industry players
International brands retain the lead thanks to consumer perception of their better quality and greater efficacy
Pharmacies becomes an important channel in the development of the skin care category in the country
PROSPECTS AND OPPORTUNITIES
The development of ingredients such as the inclusion of sun protection in skin care continues to rise over the forecast period
Inflation represents the main threat to the development of skin care
Retail e-commerce broadens the scope of skin care sales
CATEGORY DATA
Table 102 Sales of Skin Care by Category: Value 2017-2022
Table 103 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 104 NBO Company Shares of Skin Care: % Value 2018-2022
Table 105 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 106 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 107 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 108 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN TUNISIA
KEY DATA FINDINGS
2022 DEVELOPMENTS
Narcisse Sund, the first Tunisian sun care brand to launch in the country
Aftersun benefits from growing consumer awareness in the country
Inflation negatively affects sales of sun care
PROSPECTS AND OPPORTUNITIES
The key players within sun care focus on innovation, varying SPF levels and widening the variety of pack sizes
Collaboration with social media influencers enables players to remain competitive
Growing exposure to advertising and government campaigns on the essential nature of sun care boost consumer awareness
CATEGORY DATA
Table 109 Sales of Sun Care by Category: Value 2017-2022
Table 110 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 111 Sales of Sun Care by Premium vs Mass: % Value 2017-2022
Table 112 NBO Company Shares of Sun Care: % Value 2018-2022
Table 113 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 114 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 115 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
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