Fragrances in Tunisia

PROSPECTS

Growth will be driven by higher-income consumers

Fragrances is expected to see strong current value growth over the forecast period. Growth is expected to be driven by high-income consumers, and also by some aspirational middle-income consumers.

Sales of unisex fragrances remain limited in Tunisia

Unisex fragrances are still not popular in Tunisia. Women are more interested in and attracted to products produced for women, and the same applies to men concerning men’s fragrances.

Purchasing behaviour still differs according to gender

Some consumers with busy lifestyles indulge themselves by buying premium products. Women with higher incomes, for example, tend to buy two or more new premium fragrances each year, despite having unfinished products at home.

COMPETITIVE LANDSCAPE

Puig Tunisie continues to lead fragrances

Puig Tunisie remained the leader in fragrances in Tunisia in 2018, thanks to a wide portfolio that includes popular international brands such as Carolina Herrera and Paco Rabanne. Advertising campaigns on European and Arab TV channels broadcast in Tunisia are also a key factor in its success.

Companies enhance their marketing campaigns to keep up with the competition

Many Tunisian consumers are price-sensitive and compare prices online prior to making any big purchases – this applies to premium fragrances. Competition arises during holiday seasons, with promotional offers and discounts from top brands.

Illicit trade is likely to represent a threat to the expansion of fragrances

Despite the positive outlook for fragrances over the forecast period, illicit trade will remain a major threat to expansion. Indeed, the growing market for counterfeit goods and the rising availability of substitutes has adversely affected fragrances, and this is expected to continue in the forecast period.

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