Despite the economic crisis, men’s grooming in Tunisia remains an attractive to many investors and further growth was recorded in 2021. Several new locally-produced and imported products were launched in the year, which attracted consumers and drove sales in the category.
In 2021, there was less of an impact of COVID-19 on men’s grooming. The pandemic situation in Tunisia has encouraged consumers to save money and adopt a rational spending mindset.
Groupe Bismuth continued to lead men’s grooming in value terms in 2021 thanks to the success of its Gillette brand, which is renowned for its high quality, plus it offers a broad range of products across multiple men’s grooming areas. Gillette also benefits from strong advertising support, wide distribution in Tunisia, where it has a substantial base of loyal consumers, as well as innovation.
Men’s grooming is expected to record further pleasing growth over the forecast period. Growing urbanisation and the increasing acceptance of male grooming products are likely to play an important role in the development of men’s grooming going forward.
Men’s mass bath and shower should witness the strongest growth over the forecast period as the economic impact of COVID-19 has encouraged consumers to adopt a rational spending mindset and save money. A further shift to more essential products and economic brands can therefore be expected.
An increased emphasis on natural ingredients and health and wellbeing across many markets and geographies can be expected in the forecast period after the lessons of the COVID-19 pandemic. Many men are eating well, incorporating exercise and activity in their lives, and buying male-specific beauty and personal care products rather than gender-neutral or female-orientated products.
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This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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