Men's Grooming in Tunisia

PRE-COVID-19 PERFORMANCE

Strong marketing campaigns, growing urbanisation and heightened availability of products drives growth for men’s grooming in 2019

Growing urbanisation, the rising influence of Western cultures and increasing acceptance of male grooming products played essential roles in driving growth in men’s grooming in 2019. Demand for men’s grooming products were supported by the growing number of men living in urban areas, with professional jobs, who sought to use more grooming items for a professional look at work.

Men become increasingly interested in maintaining a good appearance in 2019, boosting sales of men’s grooming products

Maintaining a good appearance continued to be increasingly important in Tunisia during 2019, as men are looking at health from a holistic perspective. Therefore, many of them are eating well, investing in healthcare through their health insurance to access regular screenings, incorporating exercise and activity in their lives, and buying male-specific beauty and personal care products rather than gender-neutral or female-orientated products.

Gillette leads the landscape in 2019, as direct sellers continue to improve their range of men’s products to boost value growth

As new trends are increasingly influencing men leading modern lifestyles, players in 2019 capitalised on this by developing men’s grooming products for specific target audiences. Players identified rising demands in terms of bath and shower and hair care products amongst male consumers.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow slightly in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within men's grooming

The impact of COVID-19 is set to result in a more significant decline in growth than predicted pre-COVID-19 for 2020. With men working from home and not socialising, premium fragrances is the area set to be most impacted.

Recovery and opportunities

Following a slight increase in constant value growth, which is predicted for 2020, growth in 2021 is predicted to be much more robust, and growth is expected to increase year-on-year across the forecast period. Furthermore, this growth will be slightly higher in 2021 than the pre-COVID-19 predictions, as consumers return to investing in their favourite grooming products, with the population socialising once more, and returning to work.

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