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Beauty and Personal Care in Tunisia

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    Report

  • 99 Pages
  • May 2023
  • Region: Tunisia
  • Euromonitor International
  • ID: 3734920
Description Jump to:
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.

The 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.
The publisher 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, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

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 men’s 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 men’s grooming category in 2022
PROSPECTS AND OPPORTUNITIES
  • Slowing volume sales growth for men’s grooming over the forecast period
  • Male preferences towards beards represent an important threat to the development of men’s 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 Men’s Grooming by Category: Value 2017-2022
  • Table 83 Sales of Men’s 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 Men’s Grooming: % Value 2018-2022
  • Table 87 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
  • Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
  • Table 89 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
  • Table 90 Forecast Sales of Men’s 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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