Fragrances in Tunisia

PRE-COVID-19 PERFORMANCE

Higher-income consumers support growth in 2019, with premium fragrances aligning to aspirational lifestyles

Fragrances in Tunisia recorded solid growth in 2019, boosted by lifestyle changes and increased urbanisation. Manufacturers continued to work on product diversification, as well as attractive packaging to entice consumers.

Mass fragrances boosts growth in 2019, as unisex options remain an unpopular choice in Tunisia

Mass fragrances have grown faster over the review period, benefiting from the increasing price-points of premium brands, leading consumers to preference mass items. Men’s fragrances is a key growth driver of mass fragrances, with the vast consumer group for mass fragrances being teenagers, who have limited purchasing power and are not able to afford premium offerings.

Puig Tunisie continues to lead fragrances in 2019, however, illicit trade impacts all competitors value sales

Puig Tunisie remained the leader in fragrances in Tunisia in 2019, thanks to a wide portfolio that includes popular international brands Carolina Herrera and Paco Rabanne. Advertising campaigns on European and Arab TV channels were also a key factor in its success.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to grow by 1% in 2020 in 2019 constant value terms. This aligns to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Due to the impact of COVID-19 changing consumer buying habits, with many reducing their purchases or trading down, premium fragrances is expected to record a decline in 2020, with men’s premium fragrances expected to record the most significant decline. As consumers are cost-conscious, mass fragrances is expected to perform much better than premium during 2020, with consumers choosing mass items due to their appealing price-points and wide availability.

Recovery and opportunities

COVID-19 is expected to impact sales for fragrances at the start of 2020, however, value growth will not be overall impacted for the year, as consumers return to their buying habits during the second half of 2020.

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