Deodorants in Tunisia

PRE-COVID-19 PERFORMANCE

Growing awareness of personal hygiene supports growth in 2019, with sales being motivated by consumers who use deodorants as a replacement for fragrances

Deodorants recorded solid growth in 2019, benefiting from consumers growing awareness of personal hygiene, partnered with the hot climate of the country. Increased urbanisation furthered fuelled sales in 2019, with the development of modern retailing, especially supermarkets, allowing consumers to easily source and access deodorant products.

Mass deodorants leads sales in 2019, however, consumers are increasingly attracted to products that offer added-value, including vitamins and skin care

The majority of Tunisian consumers are price-sensitive. For this reason, low- and middle-income consumers continue to buy mass deodorants, enabling mass products to outperform premium deodorants in terms of value sales in 2019.

Henkel-Alki Tunisie retains its lead with Souplesse in 2019, however, the positions of powerful global brands make it hard for new products to enter

Global brands were some of the lead players on the deodorant landscape in 2019. In addition to wide 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.

2020 AND BEYOND

COVID-19 impact

Sales of deodorants are now expected to record flat rate growth in 2020 in 2019 constant value terms in light of the impact of COVID-19. This aligns to the prediction for 2020, made during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within deodorants

Growth for deodorants in 2020 is expected to match the pre-COVID-19 predictions, due to its essential status and deodorants key role in maintaining personal hygiene. Therefore, the industry is not set to be heavily impacted by the outbreak of COVID-19, with consumers continuing to turn to the products for their hygiene needs.

Recovery and opportunities

Deodorants is an area not predicted to be negatively impacted by the COVID-19 pandemic, with growth in 2020 matching the pre-COVID-19 prediction. This is expected to remain the case across the rest of the forecast period, with growth continuing to align to pre-COVID-19 forecast predictions.

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