The market for cosmetics and toiletries in North Africa has been growing annually by a steady 5-6% over the last five years, according to industry sources and official data. Overall market value for the five countries - Egypt, Libya, Tunisia, Algeria and Morocco - combined is more difficult to come by due to a dearth of data, but reasonable estimates put it slightly above USlbn, less than half the value of the Middle East and Gulf markets. The North African market is characterised by a two-tier division along socio-economic lines with the larger market, of between 85-95% of total retail value, being cheaper products targeted at the predominantly poor majority of the region. The remainder of the market is premium brands directed at more affluent consumers, which make up a small percentage of the region's populace but have increasingly large disposal incomes that international brands are hoping to tap.
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