Beauty and personal care in Tunisia continued to be characterised by mass products in 2020, given that most consumers were already price-sensitive due to their low incomes prior to the COVID-19 crisis, and the closures of many businesses during the pandemic only weakened the household and personal budgets of many in 2020. Leading players within beauty and personal care, such as LIPP Distribution (L'Oréal Groupe), Unilever Tunisie, Cosmetica International and Henkel-Alki Tunisie, have strong portfolios of mass brands which cater to consumer demand across most beauty and personal care areas.
Retail value growth of mass beauty and personal care was largely due to average unit price increases in 2020. COVID-19 resulted in increased financial concerns for many, in particular lower-income families, leading some to reduce their beauty and personal care routines.
The importance of social distancing was stressed by authorities around the globe during the COVID-19 health crisis and many Tunisians clearly took heed. A number of shoppers avoided larger retail outlets such as supermarkets and hypermarkets, leading to a loss of retail value share for modern grocery retailers in 2020, while larger beauty specialist retailers also suffered losses.
Mass beauty and personal care is expected to record strong constant 2020 retail value growth as early as 2021 and indeed throughout the forecast period. Products such as mass deodorants, men’s and unisex fragrances and hair care will outperform as Tunisians wish to portray a positive image as they return to work and social activities as the virus hopefully begins to recede, while mass baby and child-specific products will become more popular among parents looking to provide the best options they can afford for their children.
Although modern grocery retailing lost share in 2020, it will undoubtedly recover quickly during the early part of the review period. These outlets are spreading rapidly across the country and many shoppers appreciate the wide range of goods on offer, as well as the low prices and frequent promotions, which will be of interest to many after the devastating impact of the health crisis on household budgets.
Social media became a vital tool for players to maintain contact with their customers during the pandemic and the success of this approach will encourage greater investment here going forward. Instagram, where many beauty influencers and celebrities promote beauty products, will remain a key tool in this strategy, with major beauty and personal care players focusing on Instagram and Facebook to conduct their marketing campaigns.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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