Fragrances in Tunisia

PROSPECTS

Fragrance sets/kits expected to perform well over the forecast period

Premium and mass fragrance sets/kits are both expected to record robust growth in value sales at constant 2017 prices over the forecast period. Fragrance sets/kits are commonly bought as gifts for special occasions such as Valentine’s Day, Mother’s Day and Father’s Day.

Demand for unisex fragrances likely to remain low in Tunisia

Gender identities and roles are clearly defined in Tunisia. One consequence of this is that when it comes to certain fmcg categories, particularly fragrances and apparel and footwear, individual brands and products are typically positioned as being specifically for one gender, with very few options available that target both men and women.

Growing participation of women in the workforce bodes well for fragrances

Fragrances is expected to record robust growth in value sales at constant 2017 prices over the forecast period. Growth in the purchasing power of Tunisian consumers will continue to support the positive development of the category.

COMPETITIVE LANDSCAPE

Puig Tunisie leads fragrances in 2017

Puig Tunisie led fragrances in value terms in 2017 thanks to a wide portfolio that includes popular international brands like Carolina Herrera and Paco Rabanne. Advertising campaigns on European and Arab TV channels broadcast in Tunisia were also a key factor in its success.

Distribution a key area of difference between mass and premium fragrances

Aside from pricing, a key difference between mass and premium fragrances brands in Tunisia is in distribution. Mass brands are widely available via small retail outlets, while premium brands are mostly purchased in beauty specialist retailers and mono-brand stores.

Strategic advertising campaigns are essential for success in fragrances

Sales of fragrances in Tunisia are characterised by a high level of seasonality, with the majority taking place around Valentine’s Day, Mother’s Day and other special occasions. Fragrances companies invest heavily in advertising in the lead up to these dates.

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