Premium Beauty and Personal Care in Tunisia

PRE-COVID-19 PERFORMANCE

Increasing urbanisation, a rise of women in the workforce and a growing interest in specialised products and ingredients boosts growth in 2019

Premium beauty and personal care continued to record positive growth in 2019, boosted by lifestyle changes and increased urbanisation within the country. Furthermore, the number of working women in Tunisia continued to grow, supporting sales of premium beauty and personal care goods, mainly in larger towns.

Digital marketing activities increase in 2019, as brands partner with bloggers and social media influencers to raise awareness and boost sales

The increasing presence of premium brands such as Mac, Bioderma, Avéne and Uriage continued to have a positive impact on the performance of premium beauty and personal care in Tunisia in 2019. In addition, rising digital marketing activities, continued to generate interest in premium products, especially as many Tunisians used social media platforms such as Facebook and Instagram, to stay up to date with global beauty trends.

Société Argania leads a fragmented competitive landscape in 2019, as chained beauty specialist retailers drive value sales for premium goods

Premium beauty and personal care is highly fragmented and competitive in Tunisia, with Société Argania leading the landscape with popular offering SVR. The competitive landscape in 2019 was characterised by a growing number of players seeking to meet the increasing demands of Tunisian consumers.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within premium beauty and personal care

Growth in 2020 is expected to be higher than constant value growth recorded in 2019, suggesting that COVID-19 will not have a significant impact on growth for premium beauty and personal care. However, some areas will be more significantly impacted than others.

Recovery and opportunities

As premium beauty and personal care is expected to record solid growth in constant value growth for 2020, growth is expected to continue to increase across the forecast period, rising each year.

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