Cosmetics And Toiletries in Tunisia
Euromonitor International's Cosmetics And Toiletries in Tunisia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Get immediate access to strategic market analysis when you buy reports online
Tables: 102 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
What Was Considered Luxury, Today Is a Necessity
Tunisia has, in the past few years, witnessed sustained growth, facilitating constant improvement in the per capita purchasing power of the population. In 2005, Gross National Product was estimated to be US$30 billion, a 5% increase from previous year, and per capita GNP was expected to reach US$2,965 during the same year. Cosmetics and toiletries was one of the industries to profit most from this growth, second to foods. Tunisians are widening their purchasing choices due to advertising campaigns and a gradual cultural shift towards westernisation, but mainly due to the availability of extra money in their pockets. And what was considered a luxury good has rapidly become a household essential; items such as shower gels, post-shave products, and even baby sun care products have been added to shopping lists.
Newer Products Are Penetrating the Tunisian Market
New products have penetrated the Tunisian market, reflecting a diversity of locally made as well as imported brands. These have broadened the selection available for Tunisians and created a competitive environment. Such developments have been on the whole credited to the 1994 partnership trade liberalisation agreements between Tunisia, some Arab countries and the EU (1995). The official statistics office shows imports of cosmetic and toiletry products reached over 39 million in 2005, a 14% increase compared to the previous year. French imported products accounted for 59% of total imports, followed by Italy, Germany, and the UK.
Tunisians Spend Nearly 10% of Their Monthly Income on Cosmetics and Toiletries
In 2000 the Tunisian national statistics office revealed household expenditure on cosmetics and toiletries had reached 10% of people's monthly income, and it was expected that the next household expenditure survey covering 2007 would show an expenditure of at least 15% of monthly income per year. This shift can be attributed mainly to the increasing numbers of working women and a larger youth population who are more concerned about their physical appearance.
Baby Sun Care Products See Growth
Baby sun care products are also becoming essential items in most middle-class households, particularly later in the spring season. Rising concern about the sun's harmful effects prompted local health officials to warn the public through the media, leading many Tunisians to listen and take action to protect their infants and children. While some will prefer to dress their children fully when they are in the sun, others prefer to protect them with sun protection lotions. These concerns have pushed sales which have increased by 163% since 2001, at an annual average rate of 21% in value sales.
Men Are Spending More on Their Looks and Appearance
Men's grooming products witnessed a moderate 6% growth in value sales in 2006. The most dynamic category is men's post-shave, which saw a 25% rise in value sales. This is due mainly to the broadening of choice available, competitive pricing and promotional gift packaging, which has attracted the average Tunisian man, who has become more conscious of his looks and appearance during the review period.
New and Improved Product Design Is Contagious
Earlier in 2006 Laboratoire Nihel (was known as STUPPEM) was one of the first companies to modify its product packaging and design, an effective strategy that has been followed by other domestic companies. New product designs were created to meet with the demand of the new modern consumer groups who were concerned with the complete attractive package rather than just affordable products. Domestic players were thus forced to react to the increase in competition due to foreign brands becoming available at affordable prices for the average Tunisian household.
'Made In Tunisia' Will Improve Image of Domestic Products on an International Level
Local production of cosmetics and toiletries is important for the domestic market, but manufacturers are looking to develop their exports. Industry leaders with the support of public authorities are looking to develop the 'Made in Tunisia' label which will ultimately adorn every product made locally.
In 2005, exports of perfumes and cosmetics reached EUR41 million compared to EUR21 million in 2004. This increase in exports was due to a large increase in production by off-shore companies such as InterChem and Henkel.
Foreign Investments Are Increasing, but Is the Tunisian Employee Benefiting or Being Taken Advantage of?
Tunisia continues to be an attractive country for foreign investment. The foreign direct investment flow has increased significantly: TND795.9 million in 2004 against TND 402.9 million in 1997. The share of manufacturing industries has also increased, from 21% in 1996 to 37.5% in 2003.
Over 2,659 foreign companies or joint capital ventures were operational in Tunisia at the end of 2004, employing 243,125 people, earning profits and developing their activities. The number of operations increases every year. Several major groups have intensified their presence and increased the number of factories over the past five years.
In January 1994, the Investment Incentives Code law that governs both national and foreign investments came into existence. It confirmed the freedom to invest in most fields and reinforces the Tunisian economy's openness to the global business community. There are numerous incentives, in the form of tax exemption, investment bonuses, no-cost infrastructure, and the assumption of the employer's share of social costs.
Investing companies taking advantage of these incentives also benefited from the low wages payable to Tunisian employees, most of whom earn minimum wage. Other investors reduced their wage costs by employing apprentices who are paid directly by the government, thus bringing the labour cost down to almost nothing. While such incentives benefited the investing companies, it has restricted financial growth for the average Tunisian labourer.
Table of contents
COSMETICS AND TOILETRIES IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
What Was Considered Luxury, Today Is a Necessity
Newer Products Are Penetrating the Tunisian Market
Tunisians Spend Nearly 10% of Their Monthly Income on Cosmetics and Toiletries
Baby Sun Care Products See Growth
Men Are Spending More on Their Looks and Appearance
New and Improved Product Design Is Contagious
'Made In Tunisia' Will Improve Image of Domestic Products on an International Level
Foreign Investments Are Increasing, but Is the Tunisian Employee Benefiting or Being Taken Advantage of?
KEY TRENDS AND DEVELOPMENTS
Mass Products Are Performing Well in 2006
New Sophisticated Product Labelling and Packaging for 2006
A New Generation of Tunisians Influencing the Market
Multinational Companies Still Have Room to Grow in a Demanding Category
Retail Distribution and Product Presentation Is Underdeveloped
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
BELLE ROSE
Strategic Direction
Key Facts
Summary 1 Belle Rose: Key Facts
Company Background
Production
Competitive Positioning
LABORATOIRE NIHEL
Strategic Direction
Key Facts
Summary 2 Laboratoire Nihel: Key Facts
Company Background
Production
Competitive Positioning
LABORATOIRES JASMINAL SARL
Strategic Direction
Key Facts
Summary 3 Laboratoires Jasminal SARL: Key Facts
Company Background
Production
Competitive Positioning
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 10 Sales of Baby Care by Subsector: Value 2001-2006
Table 11 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 12 Baby Care Company Shares by Retail Value 2002-2006
Table 13 Baby Care Brand Shares by Retail Value 2003-2006
Table 14 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 15 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 16 Baby Care Premium vs Mass % Analysis 2001-2006
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 17 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 18 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 19 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 20 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 21 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 22 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 23 Bath and Shower Products Premium vs Mass % Analysis 2001-2006
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Deodorants by Subsector: Value 2001-2006
Table 25 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 26 Deodorants Company Shares by Retail Value 2002-2006
Table 27 Deodorants Brand Shares by Retail Value 2003-2006
Table 28 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 29 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 30 Deodorants Premium vs Mass % Analysis 2001-2006
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 31 Sales of Hair Care by Subsector: Value 2001-2006
Table 32 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 33 Hair Care Company Shares by Retail Value 2002-2006
Table 34 Hair Care Brand Shares by Retail Value 2003-2006
Table 35 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 36 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 37 Hair Care Premium vs Mass % Analysis 2001-2006
Table 38 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 39 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 41 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 42 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 43 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 44 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 45 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 46 Colour Cosmetics Premium vs Mass % Analysis 2001-2006
MEN'S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 47 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 48 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 49 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 50 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 51 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 52 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 53 Sales of Oral Hygiene by Subsector: % Value Growth 2001-2006
Table 54 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 55 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 56 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 57 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 58 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 59 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 60 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 61 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Sales of Fragrances by Subsector: Value 2001-2006
Table 63 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 64 Fragrances Company Shares by Retail Value 2002-2006
Table 65 Fragrances Brand Shares by Retail Value 2003-2006
Table 66 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 67 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 68 Sales of Skin Care by Subsector: Value 2001-2006
Table 69 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 70 Sales of Facial Care by Subsector: Value 2001-2006
Table 71 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 72 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 73 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 74 Sales of Body Care by Subsector: Value 2001-2006
Table 75 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 76 Skin Care Company Shares by Retail Value 2002-2006
Table 77 Skin Care Brand Shares by Retail Value 2003-2006
Table 78 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 79 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 80 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 81 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 82 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 83 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 84 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 85 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 86 Skin Care Premium vs Mass % Analysis 2001-2006
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 87 Sales of Depilatories by Subsector: Value 2001-2006
Table 88 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 89 Depilatories Company Shares by Retail Value 2002-2006
Table 90 Depilatories Brand Shares by Retail Value 2003-2006
Table 91 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 92 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 93 Sales of Sun Care by Subsector: Value 2001-2006
Table 94 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 95 Sun Care Company Shares by Retail Value 2002-2006
Table 96 Sun Care Brand Shares by Retail Value 2003-2006
Table 97 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 98 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 99 Sun Care Premium vs Mass % Analysis 2001-2006