Despite the health crisis due to COVID-19 and the many awareness campaigns led by the Ministry of Health highlighting the importance of hand sanitisers, product sales recorded strong double-digit decline in 2021. The use of hand sanitisers is a new habit that has evidently not been accepted by Tunisians; as soon as the threat and spread of COVID-19 waned, Tunisians no longer felt it was necessary to buy hand sanitisers.
Liquid soap is a relatively new product on the Tunisian market, having only been launched a few years ago, and it is seeing high demand from Tunisian consumers. The health crisis in 2021 due to COVID-19 is an important driver of sales as more Tunisians turned to liquid soap as it is often perceived as more hygienic given that each user can dispense an individual dose when required.
A wide range of both local and imported products can be found in the body wash/shower gel category in Tunisia. In 2021, more than 100 imported and locally-produced products were available to consumers.
Bath and shower is expected to record further strong growth over the forecast period as Tunisians maintain high standards of cleanliness and personal hygiene in the wake of COVID-19. Liquid soap should see the fastest growth due to its hygienic reputation of dispensing a separate dose for each user and relative immaturity in the country, while bar soap will remain the most popular option due to its long tradition in Tunisia and lower average unit prices.
The development of modern retailers in Tunisia, such as supermarkets, hypermarkets, and discounters, is significant. These outlets are increasing their presence throughout the country, offering consumers a wide range of products under one roof.
The Tunisian bath and shower products industry is well developed and some international brands are produced locally. The affordable price of the “Made in Tunisia” products and their increasingly attractive packaging and high quality remain strong selling points and they should continue to appeal to consumers versus more expensive imported products over the forecast period.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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