In 2013, Unilever Tunisia SA continued to lead the hair care category, recording a value share of 22% thanks to its popular international brands including Sunsilk and Timotei. In addition, its advertising campaigns were seen by Tunisians on Middle East television channels, which supported the companys overall performance. It is important to note that Unilever Tunisie leads the standard shampoos category due to its accessible prices compared to other international brands. Henkel-Alki Tunisia remained ranked second in 2013, with a value share of 19% thanks to its brands Souplesse, Gliss and Schwarzkopf.
Domestic operators face many problems competing with operators of international brands that are locally produced and more strongly demanded by consumers. Over the forecast period, domestic companies will have to change their marketing strategies and strengthen their advertising campaigns in order to encourage consumers to buy more domestic products.
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The Hair Care in Tunisia market research report includes:
Our market research reports answer questions such as:
- Analysis of key supply-side and demand trends
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- Historic volumes and values, company and brand market shares
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Reasons to Get this Report
- What is the market size of Hair Care in Tunisia?
- What are the major brands in Tunisia?
- Which types of styling agents are most common?
- How are shampoos versus 2-in-1 products performing?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
Young people's interest in hair care products is the reason behind the strong demand for styling agents in Tunisia. New packaging formats emerged, such as small gel sachets of domestic brands that are sold almost everywhere, especially in other grocery retailers and independent small grocers. Small gel sachets are characterised by a low price around TND0.2 per unit targeting low-income consumers who cannot afford to buy a bottle.
HAIR CARE IN TUNISIA
LIST OF CONTENTS AND TABLES
Table 1 Sales of Hair Care by Category: Value 2008-2013
Table 2 Sales of Hair Care by Category: % Value Growth 2008-2013
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2008-2013
Table 4 Sales of Styling Agents by Type: % Value Breakdown 2008-2013
Table 5 NBO Company Shares of Hair Care: % Value 2009-2013
Table 6 NBO Company Shares of Salon Hair Care: % Value 2009-2013
Table 7 LBN Brand Shares of Hair Care: % Value 2010-2013
Table 8 LBN Brand Shares of Salon Hair Care: % Value 2010-2013
Table 9 LBN Brand Shares of Premium Hair Care: % Value 2010-2013
Table 10 Forecast Sales of Hair Care by Category: Value 2013-2018
Table 11 Forecast Sales of Hair Care by Category: % Value Growth 2013-2018
Table 12 Forecast Sales of Hair Care by Premium vs Mass: % Value 2013-2018
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