Depilatories remained a small area in Tunisia at the end of the review period, especially when compared to other beauty and personal care items. This was particularly the case for women’s razors and blades, due to the availability of traditional home-made substitutes in Tunisia, such as sugaring, which has a strong tradition in the country and is still widely available in beauty salons.
Special occasions such as wedding ceremonies were either cancelled or postponed during the COVID-19 pandemic, while many other social occasions were also put on hold. This meant fewer occasions for use of depilatories during the health crisis, which also exerted some drag on the potential for depilatories in 2020.
Laboratoire Nihel, a local manufacturer, maintained its position as the clear leader in depilatories with a stable retail value share in 2020. Its commanding lead was mainly due to the success of its Nihel Epidouce in hair removers/bleaches, which is widely available and enjoys strong brand recognition.
Depilatories is expected to record strong constant 2020 retail value growth in 2021, followed by accelerating rates over the remainder of the forecast period. Many women will be looking forward to resuming their social activities and trips to the beach as the COVID-19 pandemic hopefully begins to recede and the vaccination programme begins to take effect, and presenting a clean-shaven image when doing so will be important to many.
As manufacturers continue to innovate in women’s razors and blades, consumers will be attracted to product innovations, and the expansion of modern grocery retailers will allow consumers to have better access to depilatory products. Despite this, the industry will continue to be threatened by at-home traditional treatments and the expansion of salons across the country, and manufacturers will need to focus on advertising and highlight the quick and convenient use of their depilatories to interest consumers and drive growth across the forecast period.
Supermarkets holds the majority share of sales of depilatories in Tunisia. Although the channel lost share in 2020 as many consumers avoided larger and potentially busy outlets out of health concerns, the rapid expansion of supermarkets across the country will enable the channel to regain share going forward.
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This report originates from Passport, our Depilatories research and analysis database.
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