Dermatologicals saw little impact from COVID-19 in Q1-Q2 2020 and the category continues to see healthy growth. An increased awareness of personal care and self-medication in consumers in Tunisia is supporting the growth of dermatologicals.
Whilst dermatologicals benefits from an increased consumer confidence and trust in recommendations from dermatologists, thus helping category growth, consumers are seeing reduced purchasing power due to the financial impacts of COVID-19. Therefore, Tunisians are becoming increasingly price-sensitive across many categories and players are having to adapt to ensure they maintain sales by offering affordability.
Laboratoires Opalia Tunisie maintains its leading position in dermatologicals in Tunisia in 2020, thanks to its long-standing presence in the country, high popularity and consumer trust. It offers brands such as the leading Ecorex, along with Aciclovir Opalia, Pevaryl, Ketoderm, and more.
Growth in dermatologicals is supported by an increasing trend for self-care in Tunisia, with a higher prevalence of consumers paying more attention to their appearance and wellbeing. Growth in sub-categories such as medicated shampoos and hair loss treatments is expected to continue over the forecast period, as the trend extends to male consumers, as well as women who are driving the trend.
It is expected that the status of domestic companies producing global brands under license will continue over the forecast period. This is a strategy which is seen across many consumer health categories and it is expected to continue as it offers a number of benefits for all players involved.
It is important for players to maintain affordability to meet the needs of price-sensitive consumers, whilst also ensuring their products receive enough marketing to put them front-of-mind with their target audience. This is a careful balance, as advertising dermatologicals on television is not allowed in Tunisia, thus why international brands advertise on French television to raise their profile.
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