Tunisian consumers are becoming increasingly informed, and their concern about the ingredients in their daily hygiene products is growing; this is set to continue in the forecast period. To address the growing consumer concerns regarding the ingredients in beauty and personal care products, an increasing number of manufacturers have launched ranges stating, “free from parabens” and “free from silicone”.
Hair care is expected to register steady growth over the forecast period in current value terms, although the more mature categories will register slower growth. Many leading players in shampoos continue to invest in different packaging types and sizes, integrating new formulae and enhancing their product features, yet the category is considered relatively mature.
Many traditional alternatives are still used by Tunisian women for hair care, especially older women. These traditional alternatives include clay, which is considered a good hair conditioner, as it gives a soft and shiny appearance.
Henkel-Alki Tunisie continued to lead hair care in Tunisia in value terms in 2018. The company’s long-standing presence in the country, along with the wide product portfolio that it markets, including its brands Souplesse, Gliss and Palette, contributed to its success.
Oriflame and Avon both continued to increase their value sales and shares in Tunisia in 2018. Both direct sellers are trying to innovate with their products and focus more on what consumers need.
Hair care products containing natural and organic ingredients have gained popularity. Consumers continue to adopt healthier lifestyles and have started to consider the ingredients in their hair products in order to avoid any harmful effects.
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This industry report originates from Passport, our Beauty and Personal Care market research database.