Deodorants in Tunisia

PROSPECTS

Healthy performance expected over the forecast period

Deodorants is expected to record healthy current value growth over the forecast period, given that many Tunisian consumers consider these products essential for everyday hygiene. The category will continue to benefit from growth in the number of young adults and working people amongst the Tunisian population, as these consumer groups are key users of deodorants.

Added-value products are set to increase

Tunisian consumers are increasingly demanding more product features in deodorants, other than protection against sweat and body odour. Hence, added-value products should continue to perform well in this category over the forecast period.

Mass deodorants outperform premium brands

The majority of Tunisian consumers are price-sensitive. For this reason, low- and middle-income consumers continue to buy mass deodorants, enabling the latter to outperform premium deodorants in terms of value sales in 2018.

COMPETITIVE LANDSCAPE

Henkel-Alki Tunisie leads deodorants

Henkel-Alki Tunisie led deodorants in value terms in 2018. This was mainly due to the enduring popularity of its iconic brand Souplesse, which remained the overall brand leader in the category.

Strong promotional support is key to success

In addition to wide and well-segmented product ranges, extensive distribution coverage is a key factor in the success of global brands such as Axe, Rexona and Nivea within deodorants in Tunisia. Global brands also benefit from continuous investment in mass media marketing campaigns, which help to sustain high levels of awareness amongst local consumers.

Increasing pressure on new entrants

The strong development of multinational players in deodorants, including strategic partnerships with modern grocery retailers, leading to intensive promotions and sales, makes it hard for new entrants to compete in the category. The few local brand owners present in deodorants enjoy specialisation in the budget/economy segment.

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