Despite the economic and health crisis in Tunisia, baby and child-specific products records a better performance in 2021 due to increased demand for products that cater to the specific needs of babies and children. Awareness is rising amongst Tunisian parents about children’s hygiene and toiletries thanks to the modernisation of society, and parents want the best for their children despite the low purchasing power in the country.
The influence of social media, including Facebook and Instagram, is increasing in Tunisia as it became a vital tool for players to maintain contact with their customers during the pandemic. Tunisian mothers spent more time on social networks during the home confinement period of COVID-19.
Tunisian parents who can afford to purchase baby and child-specific products prefer to purchase branded products. They seek the best products they can afford for their children, placing their trust in long-standing brands with strong reputations, particularly as these products are applied directly to the skin and hair.
In 2021, baby and child-specific products proved resilient during the economic, social and health crisis in the country, recording growth in both value and volume terms. Over the forecast period, economic stability is expected to further improve the category’s performance with demand also coming from rising awareness of such products, the increase in urbanisation, the expansion of modern retailing and parents looking for the best products they can afford for their children’s care.
Despite the fact that baby and child-specific products is still dominated by imported products such as Mixa, Mustella and Johnson & Johnson, local brands are trying to gain market share by improving both the packaging and quality of their products. Over the forecast period, the share of Tunisian brands is expected to increase due to inflation and price increases of imported products.
The number of websites offering baby and child-specific products in Tunisia is increasing. Home confinement during 2020 due to COVID-19 was a great opportunity for companies to launch online stores and parents appreciate the convenience of e-commerce as most products are now available online.
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Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.See All of Our Definitions
This report originates from Passport, our Baby Care research and analysis database.
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