Report

Beauty and Personal Care in Cameroon
Euromonitor International
June 2023

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN CAMEROON
EXECUTIVE SUMMARY
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
The "Made in Cameroon" logo continues to boost sales of domestic mass cosmetic brands in Cameroon
Mass skin care experiences growing competition from the organic niche category
Mass brands account for the majority share across multiple categories in the beauty and personal care industry in Cameroon
PROSPECTS AND OPPORTUNITIES
Multinationals continue to lead in mass beauty and personal care in Cameroon due to consumer loyalty
A looming recession coupled with a socio-political crisis benefit mass beauty and personal care products
E-commerce gains value share
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
A lack of established outlets for premium beauty and personal care products underlines consumer scepticism about the authenticity of these products
Premium skin care and colour cosmetics have the strongest growth potential
The niche premium beauty and personal care category remains elusive to local players
PROSPECTS AND OPPORTUNITIES
Growing demand for products with organic ingredients boosts demand for premium beauty and personal care over the forecast period
Changing lifestyles and increasing consumer purchasing power propel the premium category
The adoption of multichannel marketing strategies have a positive impact on the premium beauty and personal care category
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growing preference for baby wipes in place of toilet tissue helps drive overall category growth
Les Laboratoires Biopharma retains its outright lead due to an affordable and wide range of offering
Baby and child-specific skin care sees strong growth while medicated baby and child-specific products fair less well
PROSPECTS AND OPPORTUNITIES
Growing hygiene and health consciousness drive growth of baby and child-specific toiletries
Supermarkets a key channel in major cities for sales of baby and child-specific products
Increased spending on infant care contributes to the growth of baby and child-specific products
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for hand sanitisers continues to slow post pandemic while that of liquid soap remains muted
Strong and rising demand for bar soap containing medicated ingredients
The inability to sustain production volumes constrains growth of locally produced bath and shower products
PROSPECTS AND OPPORTUNITIES
New product launches with tailormade ingredients drive the category over the forecast period
Increased focus on personal hygiene drives demand for bath and shower products
Demand for body wash/shower gel grows as more economy brands are introduced
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2017-2022
Table 33 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 35 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 36 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 38 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong preference for nail polish in gel format over traditional nail polish as time becomes a more pressing factor post pandemic
Demand for eye liner/pencil continues to grow due to the popularity in designing looks around shaved eyebrows
The illicit trade remains a major drain on the formal colour cosmetics category in the country
PROSPECTS AND OPPORTUNITIES
Forecast period demand surges for colour cosmetics that are easy to use and which require no real expertise to apply
Increase in digital marketing and sales through WhatsApp Business boost category sales
Demand for popular international colour cosmetics brands continues to surge given their kudos among local consumers
CATEGORY DATA
Table 41 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2022-2027
DEODORANTS IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for deodorants boosted by the hot tropical climate in Cameroon
Deodorant sprays and deodorant roll-ons are the two most popular and widely available formats in the country
Low quality and counterfeit deodorants account for a significant share of category sales
PROSPECTS AND OPPORTUNITIES
Deodorant sprays remains the most popular format over the forecast period
Heritage brands continue to account for the majority share in the country
Growth in the number of new product developments over the forecast period
CATEGORY DATA
Table 50 Sales of Deodorants by Category: Value 2017-2022
Table 51 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 53 NBO Company Shares of Deodorants: % Value 2018-2022
Table 54 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 55 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 56 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 57 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Razors remains the primary form of hair removal for most Cameroonian women
No social pressure to shave body hair constrains growth of hair removers/bleaches
ICRAFON SA and Gillette retain the combined outright lead in women�s razors and blades while Veet remains the main brand in hair removers/bleaches in the country
PROSPECTS AND OPPORTUNITIES
Hair remover/bleaches register the fastest growth over the forecast period as consumers come to appreciate these products for their efficacy and convenience
The current lack of pre- and post-shave products in the Cameroonian market offers opportunities for industry players in these categories over the forecast period
Culture continues to stifle growth
CATEGORY DATA
Table 58 Sales of Depilatories by Category: Value 2017-2022
Table 59 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Depilatories: % Value 2018-2022
Table 61 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 62 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 63 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Imported brands characterise the category as local players struggle to gain a foothold
Difficulty in finding trusted outlets that sell premium fragrances induces scepticism amongst affluent consumers
Mass fragrances dominate category share due to sheer volume and strong demand for economical brands while growth of premium fragrances remains muted
PROSPECTS AND OPPORTUNITIES
Women�s fragrances characterise the fragrances category over the forecast period as women form the major customer base
Little scope for unisex perfumes as demand for perfumes remains largely gender specific over the forecast period
Offline channels continue to account for the majority of fragrances sales
CATEGORY DATA
Table 64 Sales of Fragrances by Category: Value 2017-2022
Table 65 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 66 NBO Company Shares of Fragrances: % Value 2018-2022
Table 67 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 68 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 69 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 70 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 71 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hair breakages, scalp problems and baldness are some of the key issues driving demand for hair care products in Cameroon
The significant increase in demand for wigs/human hair drives growth of shampoos, conditioners and styling agents, particularly hair sprays
Trendy modern haircuts positively impact sales of colourants and styling agents
PROSPECTS AND OPPORTUNITIES
Hair loss treatments grows at a rapid pace over the forecast period
The push to celebrate and embrace natural afro-textured hair drives demand for natural afro hair care products
Despite growing demand for natural hair care products and the popularity of local products for this purpose, imported brands retain their dominance
CATEGORY DATA
Table 72 Sales of Hair Care by Category: Value 2017-2022
Table 73 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 74 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 75 NBO Company Shares of Hair Care: % Value 2018-2022
Table 76 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 78 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Increased availability of pre- and post-shave brands for men replace traditional usage of baby powder
Cameroonian men show growing interest in their appearance thereby boosting sales of men�s grooming
Beiersdorf�s Nivea for Men brand line remains a popular choice for many men in Cameroon
PROSPECTS AND OPPORTUNITIES
Product adoption remains a challenge, thus an opportunity to introduce a multi-purpose product to lure consumers
Self-care and wellness are pivotal to category success over the forecast period
Men avoid complex skin care routines and prefer to keep it simple
CATEGORY DATA
Table 81 Sales of Men�s Grooming by Category: Value 2017-2022
Table 82 Sales of Men�s Grooming by Category: % Value Growth 2017-2022
Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 85 NBO Company Shares of Men�s Grooming: % Value 2018-2022
Table 86 LBN Brand Shares of Men�s Grooming: % Value 2019-2022
Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 88 Forecast Sales of Men�s Grooming by Category: Value 2022-2027
Table 89 Forecast Sales of Men�s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Colgate-Palmolive drives sales with its charcoal toothpaste and toothbrush variants
Sales of electric and power toothbrushes remain insignificant in the country due to their high prices
A strong preference for toothpicks is a significant constraint to sales growth of dental floss
PROSPECTS AND OPPORTUNITIES
Small local grocers characterises sales of oral care in Cameroon across the forecast period
A scarcity of tooth whiteners affords industry players an opportunity to introduce a tailored made brand to satisfy that need
Increased awareness of the importance of oral hygiene drives forecast period demand for oral care
CATEGORY DATA
Table 90 Sales of Oral Care by Category: Value 2017-2022
Table 91 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 92 Sales of Toothbrushes by Category: Value 2017-2022
Table 93 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 95 NBO Company Shares of Oral Care: % Value 2018-2022
Table 96 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN CAMEROON
KEY DATA FINDINGS
2022 DEVELOPMENTS
Facial care is a rapidly growing category in skin care as Cameroonians are willing to pay more for quality products
Increased awareness of skin care products, rising disposable income and a significant presence of low-priced skin care brands are key category growth drivers
Strong decline in availability of skin depigmentation products as the government tightens regulations
PROSPECTS AND OPPORTUNITIES
Growing shift towards organic skin care products especially facial care due to their healthy ingredients
Demand for skin care products shifts from a price-orientation towards value for money by the end of the forecast period
Local players gain value share over the forecast period stimulated by the removal of excise duties on locally manufactured products
CATEGORY DATA
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 106 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN CAMEROON
2022 DEVELOPMENTS