Deodorants recorded further strong growth in 2021 as, despite the price inflation and low purchasing power during the economic and health crisis, most consumers use these products on a daily basis, especially given the hot climate of the country. Tunisia had a particularly hot summer in 2021 and users of public transport launched a hashtag #Use_your_deodorant_please in order to encourage the use of deodorants.
Deodorant sticks saw the strongest performance in 2021, with value sales recording double-digit growth in the year. Several companies, including Gillette and Nivea, are now offering a variety of products in the category in a wide range of fragrances to appeal to a broad consumer base.
Henkel-Alki Tunisie continued to lead deodorants in 2021 thanks to the enduring popularity of its iconic Souplesse brand. Souplesse has a masstige positioning, targeting low- and middle-income consumers.
Deodorants is expected to continue to record positive growth over the forecast period due to rising personal hygiene concern and health awareness, triggered by the COVID-19 pandemic. The hot climate, as well as the development of modern retailing in Tunisia will also support future sales.
Growth will further be driven by players responding to consumer needs for added-value functions from their deodorant products. Therefore, items that not only provide protection against sweat, but also add moisturising features, vitamins, or natural ingredients, are expected to perform well over the forecast period and boost value growth in deodorants.
The number of deodorants brands is increasing each year in Tunisia. Local companies such as Satem are introducing several new products in order to gain share in this growing market.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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