Mass Beauty and Personal Care in Tunisia

PRE-COVID-19 PERFORMANCE

Domestic production, the development of modern grocery retailing and consumers preference for affordable mass products boosts growth in 2019

Beauty and personal care in Tunisia continued to be dominated by mass products in 2019, given that most consumers are price-sensitive, due to their low incomes. Leading players within beauty and personal care, such as LIPP Distribution (L'Oréal Groupe), Unilever Tunisie, Cosmetica International and Henkel-Alki Tunisie, had strong portfolios of mass brands which catered to consumer demand across most beauty and personal care areas.

In 2019, private label continues to develop, offering attractive quality-price-ratios that threaten other mass players

In 2019, supermarkets and hypermarkets in Tunisia increasingly relied on private label lines as being crucial to their sales strategies – particularly due to the price-consciousness of Tunisian consumers. Therefore, modern retail chains such as Monoprix, Carrefour and MG continued to expand their private label beauty and personal care portfolios, aiming to take share from other mass offerings These private label ranges benefit from having key positions on shelves, with attractive quality-price-ratios that appealed to price-sensitive consumers in particular, while also allowing consumers to buy all their beauty and personal care needs from one store – offering convenience as well as appealing price-points.

Henkel-Alki Tunisie leads the landscape in 2019, as domestic players benefit from low-price points, outperforming international competition

Henkel-Alki Tunisie continued to lead mass beauty and personal care in value terms in 2019. Its offering of Souplesse maintained a strong position, and the player further benefited from other beauty and personal care offerings, such as Gliss and Fa.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to increase by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

With COVID-19 resulting in lockdown and social restrictions, as well as consumers working from home, this led to a decline in growth for several areas in mass beauty and personal care, which were viewed as unnecessary items to invest in during the lockdown. Mass colour cosmetics is therefore expected to record a decline in growth in 2020, with consumers staying indoors and wearing masks in public, covering up make-up and making the items unessential.

Recovery and opportunities

2020 is expected to result in an overall growth for mass beauty and personal care, driven by areas that benefit personal hygiene, with some consumers choosing to trade down to more affordable, mass items during the economic uncertainty of the COVID-19 lockdown.

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