Deodorants in Tunisia

PROSPECTS

Deodorants projected to perform strongly over the forecast period

Deodorants is projected to post robust growth in value sales at constant 2017 prices over the forecast period, as many Tunisians now consider such products to be essential for everyday hygiene. In particular, the category will continue to benefit from growth in the numbers of young adults and professionals in the Tunisian population, as these groups are key users of deodorants products.

Launch of new added-value products expected

Over the forecast period, it is expected that companies in deodorants will launch new added-value products to meet the needs of consumers of all income levels. Performance-orientated formulations and the use of natural ingredients are likely to be among the main trends in terms of new product development within the category.

Demand for products with skin care benefits set to increase

Tunisians are increasingly seeking more than just protection against sweat and body odour when they buy deodorants. Accordingly, added-value products should continue to perform well in this category over the forecast period.

COMPETITIVE LANDSCAPE

Henkel-Alki maintains its leading position

Henkel-Alki continued to lead deodorants in value terms in 2017. This was mainly due to the enduring popularity of its iconic brand Souplesse, which remained the overall leader in the category.

Arem Group is the most dynamic performer

Third-ranked Arem Group was the most dynamic player in deodorants in current value growth terms in 2017. The company’s performance was bolstered by continuous investment in advertising support for its Nivea brand.

Wide distribution and strong promotional support key to success of global brands

In addition to wide and well-segmented product ranges, extensive distribution coverage is a key component 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 among local consumers.

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