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.
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Tables: 122 | Publication date: Sep 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Sales increases remain healthy in 2008
Tunisia’s economic policies and pragmatic approach to structural reforms have produced significant gains and the global financial crisis has had no direct financial impact on its economy. Even with high unemployment of 16%, Tunisia’s active working population that is seeking to improve standards of living, is contributing to the country’s economy by buying products that make them feel and look better. Cosmetics and toiletries is considered to be one of the more important markets in the country characterised by popular consumable products. Innovation and new product developments in 2008 have resulted in high current value market growth compared to the review period.
New product launches influence the market in 2008
The cosmetics and toiletries market has seen new revolutionary product launches in 2008. As consumers became receptive to improved product packaging introduced in 2007, market players followed through by introducing new developed products to their already marketed brands with lines that meet consumers’ health needs. With increased distribution networks, higher income levels and wider promotional strategies, consumers became better informed about the new launches. They also had more opportunity to choose their ideal products thanks to higher income levels, especially among middle income demographic groups.
Domestic brands show potential
The cosmetics and toiletries market in Tunisia is prized among multinational players such as Unilever and Henkel, which managed to shape the market via their experience, enabling their leading brands to be locally produced through partnership agreements. Nonetheless, a shift is now being noted with some domestic players, such as Laboratoire Nihel, managing to launch new product developments of their own in 2008, boosting their market share and putting domestic brands on a similar footing as some multinational brands.
Domestic brands have proven successful in Tunisia, as seen by the recent buy out of the Souplesse brand that was purchased by Henkel in 2006 from Laboratoire Jasminal. The latter’s shares were transferred to the Henkel-Alki company which is a partnership agreement between the multinational Henkel and the domestic company Alki Tunisie.
Consumers seek professional advice
Supermarkets/hypermarkets continue to dominate the retail landscape for cosmetics and toiletries products with their larger brand selection, better advertising, and continuous sales promotions. Yet a new shift has been seen in pharmacist retailers where this channel’s market share had increased dramatically for sun care products with consumers feeling more confident about obtaining a professional’s opinion about the best sun care treatment for their skin.
Direct door-to-door selling has seen strong declines in retail sales due to stronger consumer awareness over copycat brands that had negative results, while brands such as Avon, classified as direct selling products, failed to reach their potential. This was due to their untraditional marketing strategy in Tunisia, with these products being marketed and sold mainly in regional areas in the country in hair salons or in neighbourhood hairdressers. This method of selling was not solely for cosmetics and toiletries products but also for clothes, shoes and bed linen, among other items. The outdoor market is still seeing growth via illicit products imported from neighbouring countries, claiming to be original brands rather than poor imitations.
Better consumer targeting will improve sales in the forecast period
The cosmetics and toiletries industry is expected to record positive constant value growth over the forecast period. While the market has seen revolutionary product launches in 2008, growth will only continue to increase in the forecast period, as other market players will begin to launch similar products, and strengthen their advertising on a national level. More focus will also be expected from market players in better educating and targeting respective consumer groups in order to increase their market shares.
Table of contents
COSMETICS AND TOILETRIES IN TUNISIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales increases remain healthy in 2008
New product launches influence the market in 2008
Domestic brands show potential
Consumers seek professional advice
Better consumer targeting will improve sales in the forecast period
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
BABY CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 14 Sales of Baby Care by Subsector: Value 2003-2008
Table 15 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 16 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 17 Baby Care Company Shares by Retail Value 2004-2008
Table 18 Baby Care Brand Shares by Retail Value 2005-2008
Table 19 Baby Care Premium Brand Shares 2005-2008
Table 20 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 21 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 24 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 27 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 28 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 29 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 30 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 31 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 32 Sales of Deodorants by Subsector: Value 2003-2008
Table 33 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 34 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 35 Deodorants Company Shares by Retail Value 2004-2008
Table 36 Deodorants Brand Shares by Retail Value 2005-2008
Table 37 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 38 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 39 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Hair Care by Subsector: Value 2003-2008
Table 41 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 42 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 43 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 44 Hair Care Company Shares by Retail Value 2004-2008
Table 45 Hair Care Brand Shares by Retail Value 2005-2008
Table 46 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 47 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Hair Care Premium Brand Shares 2005-2008
Table 49 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 50 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 51 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 53 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 54 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 55 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 56 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 57 Colour Cosmetics Premium Brand Shares 2005-2008
Table 58 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 59 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 60 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN’S GROOMING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 61 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 62 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 63 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 64 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 65 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 66 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 67 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 68 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 69 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 70 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 71 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 72 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 73 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 74 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 75 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 76 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 77 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 78 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 80 Sales of Fragrances by Subsector: Value 2003-2008
Table 81 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 82 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 83 Fragrances Company Shares by Retail Value 2004-2008
Table 84 Fragrances Brand Shares by Retail Value 2005-2008
Table 85 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 86 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 87 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 88 Sales of Skin Care by Subsector: Value 2003-2008
Table 89 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 90 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 91 Skin Care Company Shares by Retail Value 2004-2008
Table 92 Skin Care Brand Shares by Retail Value 2005-2008
Table 93 Skin Care Premium Brand Shares 2005-2008
Table 94 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 95 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 96 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 97 Sales of Skin Care by Subsector: Value 2003-2008
Table 98 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 99 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 100 Skin Care Company Shares by Retail Value 2004-2008
Table 101 Skin Care Brand Shares by Retail Value 2005-2008
Table 102 Skin Care Premium Brand Shares 2005-2008
Table 103 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 104 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 105 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
SUN CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 106 Sales of Sun Care by Subsector: Value 2003-2008
Table 107 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 108 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 109 Sun Care Company Shares by Retail Value 2004-2008
Table 110 Sun Care Brand Shares by Retail Value 2005-2008
Table 111 Sun Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013
LABORATOIRES NIHEL
Strategic Direction
Key Facts
Summary 2 Laboratoires Nihel: Key Facts
Summary 3 Laboratoires Nihel: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 4 Laboratoire Nihel: Competitive Position 2008
SOCIETE DE COSMETIQUE ET PARFUM SA (SOCOPAR SA)
Strategic Direction
Key Facts
Summary 5 Société De Cosmetique et Parfum SA: Key Facts
Summary 6 Société De Cosmetique et Parfum SA: Operational Indicators
Company Background
Production
Competitive Positioning
Summary 7 Société De Cosmetique et Parfum SA: Competitive Position 2008
MAISON DE SENTEURS
Strategic Direction
Key Facts
Summary 8 Maison de Senteurs: Key Facts
Company Background
Production
Competitive Positioning