Competitive Landscape
Leading Manufacturers See Share Adjustments as Local Brands Gain Traction
Deodorants in Tunisia exhibited moderate concentration in 2025, with leading manufacturers collectively holding a significant share of retail value sales. Henkel-Alki Tunisie remained the leader with a 19% share, despite seeing a gradual decline from 21% in 2020.
Top Brands Maintain Lead through Masstige Appeal and Distribution Reach
Henkel-Alki Tunisie sustains its leadership in deodorants primarily due to the enduring popularity of its flagship brands, Souplesse and Fa, which cater effectively to low- and middle-income consumers through a masstige positioning. This strategy combines perceived quality with affordability, appealing to a broad demographic that remains sensitive to price amid economic challenges.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in Tunisia - Category analysis
Key Data Insights
Deodorants Summary
Price Increases Drive Value Growth Despite Volume Decline in 2025
Deodorant Sprays Leads Value but Creams Shows the Most Resilient Growth
Lilas Cosmetics and Glyceriall Tap the Clean Reimagined and Cultural Trends
International Brands to Face Challenges as Consumers Tighten Budgets and Volumes Stagnate
Mass Domestic Products Expected to Lead Sales While Deodorant Sprays Will Show Resilience
Clean and Natural Formulations Set to Drive Innovation and Differentiation
Leading Manufacturers See Share Adjustments as Local Brands Gain Traction
Top Brands Maintain Lead through Masstige Appeal and Distribution Reach
Small Local Grocers Maintains Its Lead as the Primary Retail Channel for Deodorants
Retail E-Commerce Grows Rapidly, Focusing on Premium Imported Deodorants
Beauty and Personal Care in Tunisia - Industry Overview
2025 Developments
Key Data Insights
Local Brands Gain Ground as Economic Pressures Shift Consumer Behaviour
Skin Care Leads Value Sales, While Oral Care Shows the Strongest Growth
C’Fresh Drives the Clean Reimagined Trend with Multifunctional, Gentle Conditioner
Upper-Income Consumers Set to Drive Value Growth Amid Volume Stagnation
Mass Products to Retain Dominance, with Baby and Child-Specific Products Set to See Dynamism
Social Media and Luxury Beauty Centres to Reshape Consumer Engagement and Premium Demand
Henkel-Alki and Unilever Sustain Their Leadership Despite Share Erosion From Domestic Competition
Private Label, Promotional Strategies and Loyalty Shape the Competition
Health and Beauty Specialists Leads Amid Rising Growth for Discounters
Retail E-Commerce Expands Access through Specialised Platforms and Social Media
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- 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
This report originates from Passport, our Deodorants research and analysis database.
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