Men's Grooming in Tunisia

PROSPECTS

Men’s grooming benefits from rising image-consciousness among Tunisian men

Tunisian men are becoming increasingly conscious of how maintaining a well-groomed appearance can be a crucial factor for success in their social and professional lives. This trend, which is particularly evident among younger male consumers, will continue to support the positive development of men’s grooming over the forecast period.

Growing popularity of beards may hamper demand for certain product types

Increasing numbers of Tunisian men are now choosing to grow beards. This trend is being driven by both fashion concerns and religious convictions.

Outlook for men’s grooming remains broadly positive

Men’s grooming is expected to record healthy growth in value sales at constant 2017 prices over the forecast period. The further development of the category will be underpinned by the increasing willingness of Tunisian men to spend time and money on maintaining a well-groomed appearance.

COMPETITIVE LANDSCAPE

Groupe Bismuth maintains its leading position in 2017

Groupe Bismuth remained the leading player in men’s grooming in value terms in 2017 thanks to the success of its Gillette brand. This brand is renowned for its quality, and offers a broad range of products across multiple men’s grooming categories.

Unilever continues to perform well in men’s grooming

Second-ranked player Unilever continued to perform positively in men’s grooming in 2017. The company maintains a broad portfolio that boasts some of the most recognisable men’s toiletries brands in Tunisia, including Sunsilk, Clear, Rexona and Axe.

TV and social media advertising set to gain importance as competition intensifies

Innovation in product formulas and packaging formats is one of the main competitive strategies employed by companies in men’s grooming. Advertising via TV and social media is also critical, as the personal grooming habits of Tunisian men are increasingly influenced by Western lifestyle trends that they are exposed to via TV programmes and platforms such as YouTube, Instagram, Facebook etc.

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