Beauty and Personal Care in Tunisia

June 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Tunisia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Tunisia report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Tunisia?
  • Which are the leading brands in Tunisia?
  • How are products distributed in Tunisia?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?
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Beauty and Personal Care in Tunisia

Beauty and personal care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Baby and Child-Specific Products in Tunisia

KEY DATA FINDINGS

Emergence of domestic brands in baby and child-specific sun care
International interest in Tunisia
Persistent competition between local and international players
Promising growth trajectory for baby and child-specific products
Expansion of domestic brands
Rise in online demand for baby and child-specific products
Table 11 Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
Table 17 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
Table 19 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
Table 20 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

Bath and Shower in Tunisia

KEY DATA FINDINGS

Volume stagnation in bar soap sales
Challenges faced by Unilever's bath and shower products
Continued progress of local players in body wash/shower gel
Anticipated growth in intimate washes
Growth potential in mass bath and shower
Persistence of the illegal market as a threat
Table 21 Sales of Bath and Shower by Category: Value 2018-2023
Table 22 Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 23 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
Table 24 NBO Company Shares of Bath and Shower: % Value 2019-2023
Table 25 LBN Brand Shares of Bath and Shower: % Value 2020-2023
Table 26 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
Table 27 Forecast Sales of Bath and Shower by Category: Value 2023-2028
Table 28 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
Table 29 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

Colour Cosmetics in Tunisia

KEY DATA FINDINGS

Decrease in demand for international brands
Expansion of Kiko Milano's presence in Tunisia
Competition from parallel markets and smuggled products
Increasing women’s purchasing power to support the category
Increase in taxes likely to curb demand for imported colour cosmetics
O Beauty SA Company continues to increase its market presence
Table 30 Sales of Colour Cosmetics by Category: Value 2018-2023
Table 31 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
Table 32 Sales of Colour Cosmetics by Premium vs Mass: % Value 2018-2023
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
Table 35 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
Table 36 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
Table 37 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
Table 38 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2023-2028

Deodorants in Tunisia

KEY DATA FINDINGS

Volume decrease amidst price increase in 2023
Emergence of premium deodorant niche
Local brands maintain leadership
Innovative trends in deodorant roll-ons
Persistent threat of inflation and price increases
Expansion of domestic deodorant brands
Table 39 Sales of Deodorants by Category: Value 2018-2023
Table 40 Sales of Deodorants by Category: % Value Growth 2018-2023
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
Table 42 NBO Company Shares of Deodorants: % Value 2019-2023
Table 43 LBN Brand Shares of Deodorants: % Value 2020-2023
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
Table 45 Forecast Sales of Deodorants by Category: Value 2023-2028
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

Depilatories in Tunisia

KEY DATA FINDINGS

Bic Twin Lady expands presence in traditional retailers
E-commerce drives growth in women's razors and blades
Attractiveness of hair removers/bleaches market to international players
Continued competition between Bic and Gillette
Rise in demand for economical women's razors and blades packs
Heightened competition among domestic brands in hair removers/bleaches category
Table 48 Sales of Depilatories by Category: Value 2018-2023
Table 49 Sales of Depilatories by Category: % Value Growth 2018-2023
Table 50 NBO Company Shares of Depilatories: % Value 2019-2023
Table 51 LBN Brand Shares of Depilatories: % Value 2020-2023
Table 52 Forecast Sales of Depilatories by Category: Value 2023-2028
Table 53 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

Fragrances in Tunisia

KEY DATA FINDINGS

Decline in demand for fragrances in 2023
Rise in fragrance stores
Historical growth in unit prices
Expected decrease in volume CAGR
Cultural significance of premium fragrance sets/kits
Challenges facing mass fragrances and domestic brands
Table 54 Sales of Fragrances by Category: Value 2018-2023
Table 55 Sales of Fragrances by Category: % Value Growth 2018-2023
Table 56 NBO Company Shares of Fragrances: % Value 2019-2023
Table 57 LBN Brand Shares of Fragrances: % Value 2020-2023
Table 58 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
Table 59 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
Table 60 Forecast Sales of Fragrances by Category: Value 2023-2028
Table 61 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

Hair Care in Tunisia

KEY DATA FINDINGS

Stagnation in demand for colourants
Local industry development in conditioners and treatments
Dynamic hair conditioner market
Expected increase in demand for speciality shampoos
Record growth expected for conditioners and treatments
Expected fragmentation of hair care
Table 62 Sales of Hair Care by Category: Value 2018-2023
Table 63 Sales of Hair Care by Category: % Value Growth 2018-2023
Table 64 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
Table 65 NBO Company Shares of Hair Care: % Value 2019-2023
Table 66 LBN Brand Shares of Hair Care: % Value 2020-2023
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
Table 68 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
Table 69 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
Table 70 Forecast Sales of Hair Care by Category: Value 2023-2028
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
Table 72 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

Men's Grooming in Tunisia

KEY DATA FINDINGS

Disposable razors dominate men’s grooming
Premium men's grooming emerges as a niche area
Increasing significance of social media advertising
Good performance for men’s skin care over the next period
Men’s dedicated products in continuous growth
Groupe Bismuth will maintain its position as leader over the next period
Table 73 Sales of Men’s Grooming by Category: Value 2018-2023
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
Table 76 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
Table 77 NBO Company Shares of Men’s Grooming: % Value 2019-2023
Table 78 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
Table 79 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
Table 80 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
Table 81 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

Oral Care in Tunisia

KEY DATA FINDINGS

Increase in demand for whitening toothpastes
Modern grocery retailers support the distribution of oral care products
Colgate, the most dynamic brand
A growing awareness in Tunisia about oral care
Mouth fresheners will record the highest volume CAGR over the next period
An expected shift in oral care market shares over the next period
Table 82 Sales of Oral Care by Category: Value 2018-2023
Table 83 Sales of Oral Care by Category: % Value Growth 2018-2023
Table 84 Sales of Toothbrushes by Category: Value 2018-2023
Table 85 Sales of Toothbrushes by Category: % Value Growth 2018-2023
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
Table 87 NBO Company Shares of Oral Care: % Value 2019-2023
Table 88 LBN Brand Shares of Oral Care: % Value 2020-2023
Table 89 Forecast Sales of Oral Care by Category: Value 2023-2028
Table 90 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
Table 91 Forecast Sales of Toothbrushes by Category: Value 2023-2028
Table 92 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

Skin Care in Tunisia

KEY DATA FINDINGS

Social media plays an increasingly important role in advertising skin care
Increasing fragmentation in the skin care competitive landscape
Increase in demand for skin care products in health and personal care stores
Decline in skin care product sales via pharmacies
Growth of local skin care brands
Challenges for imported skin care brands
Table 93 Sales of Skin Care by Category: Value 2018-2023
Table 94 Sales of Skin Care by Category: % Value Growth 2018-2023
Table 95 NBO Company Shares of Skin Care: % Value 2019-2023
Table 96 LBN Brand Shares of Skin Care: % Value 2020-2023
Table 97 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
Table 98 Forecast Sales of Skin Care by Category: Value 2023-2028
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

Sun Care in Tunisia

KEY DATA FINDINGS

3-in-1 and 2-in-1 sun care products: The new trend
Increase in domestic sun care brands
Rising popularity of spray sun protection
Year-round relevance of sun care products
E-commerce's influence on sun care sales
Continued dominance of Nivea in supermarkets and hypermarkets
Table 100 Sales of Sun Care by Category: Value 2018-2023
Table 101 Sales of Sun Care by Category: % Value Growth 2018-2023
Table 102 Sales of Sun Care by Premium vs Mass: % Value 2018-2023
Table 103 NBO Company Shares of Sun Care: % Value 2019-2023
Table 104 LBN Brand Shares of Sun Care: % Value 2020-2023
Table 105 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
Table 106 Forecast Sales of Sun Care by Category: Value 2023-2028
Table 107 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

Premium Beauty and Personal Care in Tunisia

KEY DATA FINDINGS

A stagnation in volume and increase in value sales
Shortages in several brands due to government restrictions
Beauty specialists remain the main distributors of premium beauty and personal care in Tunisia
Challenging landscape for premium beauty and personal care
Increase in the presence of smuggled products
French brands likely to maintain leadership
Table 108 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 109 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 110 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
Table 111 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

Mass Beauty and Personal Care in Tunisia

KEY DATA FINDINGS

Tunisian brands continue to invest in mass beauty and personal care
E-commerce supports mass beauty and personal care
Facebook and Instagram advertising: Pioneering a new approach
Anticipated surge in consumer engagement
Continued growth of new mass beauty and personal care brands
Growth of private label in mass beauty and personal care
Table 114 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 115 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
Table 116 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
Table 117 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
Table 118 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
Table 119 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Beauty and Personal Care

    • Baby and Child-specific Hair Care
    • Baby and Child-specific Skin Care
    • Baby and Child-specific Sun Care
    • Baby and Child-specific Toiletries
    • Baby Wipes
    • Medicated Baby and Child-specific Products
    • Nappy (Diaper) Rash Treatments
    • Bar Soap
    • Bath Additives
    • Body Powder
    • Body Wash/Shower Gel
    • Hand Sanitisers
      • Intimate Washes
      • Intimate Wipes
    • Liquid Soap
        • Premium Eye Liner/Pencil
        • Mass Eye Liner/Pencil
        • Premium Eye Shadow
        • Mass Eye Shadow
        • Premium Mascara
        • Mass Mascara
        • Premium Other Lash and Brow Make-Up
        • Mass Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Mass BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Mass Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Mass Foundation/Concealer
        • Premium Powder
        • Mass Powder
        • Premium Other Facial Make-Up
        • Mass Other Facial Make-Up
        • Premium Lip Gloss
        • Mass Lip Gloss
        • Premium Lip Liner/Pencil
        • Mass Lip Liner/Pencil
        • Premium Lipstick
        • Mass Lipstick
        • Premium Other Lip Products
        • Mass Other Lip Products
        • Premium Nail Polish
        • Mass Nail Polish
        • Premium Nail Treatments/Strengthener
        • Mass Nail Treatments/Strengthener
        • Premium Polish Remover
        • Mass Polish Remover
        • Premium Other Nail Products
        • Mass Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
      • Mass Colour Cosmetics Sets/Kits
    • Deodorant Creams
    • Deodorant Pumps
    • Deodorant Roll-Ons
    • Deodorant Sprays
    • Deodorant Sticks
    • Deodorant Wipes
    • Hair Removers/Bleaches
    • Women's Pre-Shave
    • Women's Razors and Blades
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • 2-in-1 Products
    • Colourants
    • Conditioners and Treatments
    • Hair Loss Treatments
    • Perms and Relaxants
    • Salon Professional Hair Care
      • Medicated Shampoos
      • Standard Shampoos
    • Styling Agents
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
        • Premium Men's Deodorants
        • Mass Men's Deodorants
        • Premium Men's Hair Care
        • Mass Men's Hair Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
      • Premium Men's Fragrances
      • Mass Men's Fragrances
    • Dental Floss
      • Denture Cleansers
      • Denture Fixatives
    • Mouth Fresheners
    • Mouthwashes/Dental Rinses
    • Tooth Whiteners
      • Manual Toothbrushes
          • Battery Toothbrush Replacement Heads
          • Battery Toothbrush Units
          • Electric Toothbrush Replacement Heads
          • Electric Toothbrush Units
    • Toothpaste
  • Oral Care Excl Power Toothbrushes
        • Premium Firming Body Care
        • Mass Firming Body Care
        • Premium General Purpose Body Care
        • Mass General Purpose Body Care
        • Premium Acne Treatments
        • Mass Acne Treatments
        • Premium Face Masks
        • Mass Face Masks
          • Premium Liquid/Cream/Gel/Bar Cleansers
          • Mass Liquid/Cream/Gel/Bar Cleansers
          • Premium Facial Cleansing Wipes
          • Mass Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Mass Basic Moisturisers
          • Premium Anti-Agers
          • Mass Anti-Agers
        • Premium Lip Care
        • Mass Lip Care
        • Premium Toners
        • Mass Toners
      • Premium Hand Care
      • Mass Hand Care
      • Premium Skin Care Sets/Kits
      • Mass Skin Care Sets/Kits
        • Premium Aftersun
        • Mass Aftersun
        • Premium Self-Tanning
        • Mass Self-Tanning
        • Premium Sun Protection
        • Mass Sun Protection
    • Baby and Child-specific Sun Care
    • Premium Baby and Child-specific Products
    • Premium Bath and Shower
        • Premium Eye Liner/Pencil
        • Premium Eye Shadow
        • Premium Mascara
        • Premium Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Premium Powder
        • Premium Other Facial Make-Up
        • Premium Lip Gloss
        • Premium Lip Liner/Pencil
        • Premium Lipstick
        • Premium Other Lip Products
        • Premium Nail Polish
        • Premium Nail Treatments/Strengthener
        • Premium Polish Remover
        • Premium Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
    • Premium Deodorants
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
    • Premium Hair Care
        • Premium Firming Body Care
        • Premium General Purpose Body Care
        • Premium Acne Treatments
        • Premium Face Masks
        • Premium Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Premium Anti-Agers
        • Premium Lip Care
        • Premium Liquid/Cream/Gel/Bar Cleansers
        • Premium Toners
      • Premium Hand Care
      • Premium Skin Care Sets/Kits
      • Premium Aftersun
      • Premium Self-Tanning
      • Premium Sun Protection
    • Prestige Baby and Child-specific Products
    • Prestige Bath and Shower
    • Prestige Colour Cosmetics
    • Prestige Deodorants
    • Prestige Fragrances
    • Prestige Hair Care
      • Prestige Body Care
      • Prestige Facial Care
      • Prestige Hand Care
      • Prestige Skin Care Sets/Kits
    • Prestige Adult Sun Care
    • Mass Baby and Child-specific Products
    • Mass Bath and Shower
        • Mass Eye Liner/Pencil
        • Mass Eye Shadow
        • Mass Mascara
        • Mass Other Lash and Brow Make-Up
        • Mass BB/CC Creams
        • Mass Blusher/Bronzer/Highlighter
        • Mass Foundation/Concealer
        • Mass Powder
        • Mass Other Facial Make-Up
        • Mass Lip Gloss
        • Mass Lip Liner/Pencil
        • Mass Lipstick
        • Mass Other Lip Products
        • Mass Nail Polish
        • Mass Nail Treatments/Strengthener
        • Mass Polish Remover
        • Mass Other Nail Products
      • Mass Colour Cosmetics Sets/Kits
    • Mass Deodorants
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • Mass Hair Care
        • Mass Firming Body Care
        • Mass General Purpose Body Care
        • Mass Acne Treatments
        • Mass Face Masks
        • Mass Facial Cleansing Wipes
          • Mass Basic Moisturisers
          • Mass Anti-Agers
        • Mass Lip Care
        • Mass Liquid/Cream/Gel/Bar Cleansers
        • Mass Toners
      • Mass Hand Care
      • Mass Skin Care Sets/Kits
      • Mass Aftersun
      • Mass Self-Tanning
      • Mass Sun Protection
    • Dermocosmetics Baby and Child-specific Products
    • Dermocosmetics Bath and Shower
    • Dermocosmetics Colour Cosmetics
    • Dermocosmetics Deodorants
    • Dermocosmetics Fragrances
    • Dermocosmetics Hair Care
      • Dermocosmetics Body Care
      • Dermocosmetics Facial Care
      • Dermocosmetics Hand Care
      • Dermocosmetics Skin Care Sets/Kits
    • Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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