Tunisian companies are increasingly interested in mass beauty and personal care as it represents a large market, and the low purchasing power in the country drives consumer demand for mass products. Sales of mass beauty and personal care products consequently continued to grow in 2021.
For many years, skin care products were generally exclusive to the upper-income segment in Tunisia as the middle-income segment could not afford to buy premium products due to their high prices. In 2021, however, there has been a change in the category with local players entering the competition by launching new products.
Distribution is one of the strengths of mass beauty and personal care products in Tunisia as they are widely available in traditional outlets, but are also found in modern distribution channels. Meanwhile, Tunisians living in rural areas who are usually far from shopping centres can easily access mass products by purchasing them from the souks and small grocery retailers.
Mass beauty and personal care is expected to record strong growth over the forecast period due to its affordability. Purchasing power in Tunisia has deteriorated and the inflation rate has increased, especially in 2021, as a result of the economic crisis witnessed by the country since 2019, as well as the health crisis.
The significant increase in the number of supermarkets and discounters in Tunisia will be among the key drivers of the sector during the forecast period. These outlets are spreading rapidly across the country to reach more consumers, especially in areas that were dominated by traditional outlets.
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 and Facebook, where many beauty influencers and celebrities promote beauty products, will remain key in this strategy, with major beauty and personal care players focusing on them to conduct their marketing campaigns.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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