Men's Grooming in Tunisia

PROSPECTS

Direct selling players will continue to improve men’s products

Men’s grooming is a growth category for players in direct selling. Major direct sellers developed new products dedicated to men, such as Oriflame Signature and Glacier Rock.

Looking good becomes increasingly important to Tunisian men

Maintaining a good appearance is becoming increasingly important in Tunisia, as men are looking at health from a holistic perspective. Therefore, they 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.

Several factors are behind the growth of men’s grooming

An increased focus on personal grooming, stronger marketing campaigns, growth in the urban population and rising incomes amongst middle-income consumers in Tunisia all positively impacted the value growth of men’s grooming during 2018. This was further supported by the proliferation of modern retailers, increased product penetration and the availability of a wider range of products.

COMPETITIVE LANDSCAPE

Groupe Bismuth continues to lead men’s grooming

Groupe Bismuth continued to lead men’s grooming in value terms in 2018, thanks to the success of its Gillette brand. This brand is renowned for its high quality, and offers a broad range of products across multiple men’s grooming categories.

Players respond to changing demand

Men have started to take better care of their appearance, and are seeking products developed specifically for their skin. Men leading modern lifestyles are increasingly being influenced by new trends.

In-store promotions within hypermarkets and supermarkets

Key players not only concentrated on their existing portfolios within men’s shaving and men’s deodorants, but also extended their offerings into men’s toiletries, such as body washes. Men’s grooming products are widely sold in hypermarkets and supermarkets in Tunisia.

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