Competitive Landscape
Henkel-Alki and Unilever Sustain Leading Positions Amid Rising Fragmentation
Bath and shower in Tunisia in 2025 is characterised by increasing fragmentation, with a growing number of domestic manufacturers intensifying the competition. Henkel-Alki Tunisie maintained the leading position with a 21% share of retail value sales in 2025, primarily driven by the enduring popularity and widespread distribution of its Souplesse and Fa brands, which perform strongly in high-demand categories such as bar soap and body wash/shower gel.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Tunisia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Tunisia?
- Which are the leading brands in Tunisia?
- How are products distributed in Tunisia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Tunisia - Category analysis
Key Data Insights
Bath and Shower Summary
Tunisian Consumers Have Heightened Hygiene Awareness but Economic Constraints Drive Volume Decline
Bar Soap Leads Value Sales While Intimate Hygiene Drives Growth with Innovation
Rilastil and Souplesse Harness Transparency and Cultural Heritage to Build Trust and Loyalty
Local Companies to Expand by Leveraging Affordability and Quality Improvements
Intimate Hygiene Growth to Accelerate through Domestic Innovation and Retail Expansion
Illicit Trade Will Persist as a Challenge Amid Shifting Consumer Affordability Dynamics
Henkel-Alki and Unilever Sustain Leading Positions Amid Rising Fragmentation
Small Local Grocers Leads Distribution by Catering to Affordability and Accessibility
Retail E-Commerce Steadily Expands by Targeting Premium Imported Products with Competitive Pricing
Beauty and Personal Care in Tunisia - Industry Overview
2025 Developments
Key Data Insights
Local Brands Gain Ground as Economic Pressures Shift Consumer Behaviour
Skin Care Leads Value Sales, While Oral Care Shows the Strongest Growth
C’Fresh Drives the Clean Reimagined Trend with Multifunctional, Gentle Conditioner
Upper-Income Consumers Set to Drive Value Growth Amid Volume Stagnation
Mass Products to Retain Dominance, with Baby and Child-Specific Products Set to See Dynamism
Social Media and Luxury Beauty Centres to Reshape Consumer Engagement and Premium Demand
Henkel-Alki and Unilever Sustain Their Leadership Despite Share Erosion From Domestic Competition
Private Label, Promotional Strategies and Loyalty Shape the Competition
Health and Beauty Specialists Leads Amid Rising Growth for Discounters
Retail E-Commerce Expands Access through Specialised Platforms and Social Media
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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