From 16 March, non-essential retailers closed, with a full lockdown and curfew put in place from 18 March. This caused panic to increase in the population, with some household stockpiling goods, fearing for the worst.
Due to the outbreak of COVID-19, consumers were increasingly aware of health and hygiene. With the importance of hygiene increasing, demand for sanitary products grew.
Société d’Articles Hygiéniques Sarl (SAH) remained dominant in sanitary protection in 2020. The company benefits from its longstanding presence in the country, the affordability of its products, and its extensive portfolio, including Lilas Good Night, Lilas Libra and Classic Lilas.
The performance of sanitary protection is unlikely to see a long-term impact due to the outbreak of COVID-19, with these products having benefited from being considered essential. While women were affected by lockdown restrictions, this did not diminish their need for sanitary protection products capable of meeting their needs.
Attracting a female customer at an early stage of her menstrual life, will continue to be an important strategy for players in sanitary protection, as they aim to strengthen brand loyalty among consumers. Women in Tunisia will often stick to a brand for a long time once they have selected their favourite, and that makes this strategy increasingly important.
Across the forecast period, sanitary protection will continue to benefit from a number of long-term trends in Tunisia that will return following the outbreak of COVID-19. This includes the ongoing urbanisation and the rise in the number of women in the workforce.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Tunisia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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