Mass Beauty and Personal Care in Tunisia

PROSPECTS

Mass beauty and personal care dominates in Tunisia

Beauty and personal care in Tunisia continues to be dominated by mass products, given that consumers are price-sensitive due to their low incomes. Hence, 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 categories.

The development of private label products threatens other mass brands

Supermarkets and hypermarkets in Tunisia increasingly perceive private label as crucial in their sales strategies, due to the price-consciousness of Tunisian consumers. Therefore, modern retail chains such as Monoprix, Carrefour and MG are set to continue expanding their private label beauty and personal care portfolios during the forecast period, which are set to take share from other mass brands.

Growth in mass and beauty personal care

Mass beauty and personal care registered current value growth in Tunisia in 2018, driven by rising prices and a shift amongst local consumers towards mass products, as they were affected by decreasing purchasing power. In addition, given the sharp currency devaluation, international brands, as well as the majority of local products, which rely on imported raw materials, are projected to see continued price rises in 2019.

COMPETITIVE LANDSCAPE

Three companies stand out in mass beauty and personal care

Henkel-Alki Tunisie led mass beauty and personal care in value terms in 2018. Its Souplesse brand maintained a strong brand position, but the company also has other beauty and personal care brands, such as Gliss and Fa.

Henkel has strong distribution and runs frequent marketing activities

Henkel-Alki Tunisie’s long-standing presence in the country, along with its wide product portfolio, including its strong brand Souplesse, have contributed to its success. The company is very active when it comes to marketing activities, running frequent television, radio and billboard advertising campaigns.

Domestic brands outperform international players

The performance of domestic manufacturers was better than international players in mass beauty and personal care in 2018. Indeed, a number of domestic mass brands, including Souplesse, Nihel and Lella, recorded robust growth in current value sales.

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