Alcoholic Drinks in Cameroon
Euromonitor International's Alcoholic Drinks in Cameroon market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 106 | Publication date: Feb 2010
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/Perry; RTDs/High-Strength Premixes; Spirits; Wine
Executive summary
Beer remains the predominant alcoholic drink in Cameroon
Beer continued to be by far the most popular alcoholic drink in Cameroon, accounting for the lion’s share of total alcoholic drinks, by volume and value sales. In 2009, beer sales achieved higher growth than any other sector, despite a difficult economic climate. Lager is still the most popular type of beer, in spite of spectacular growth of dark beers and stouts.
Brasseries du Cameroun consolidates its position as market leader
SABC Brasseries continued to lead in 2009, boosting its position even further following its takeover of SIACK Isenbeck during the previous year. The company’s sales also rose in 2009 thanks to its aggressive marketing and effective promotional campaigns. Its best selling brand, Castle, is also the most popular beer in Cameroon, thanks mainly to highly effective marketing. SABC is expected to continue to dominate in the beer sector throughout the forecast period.
Aggressive promotional campaigns designed to acquire market share
The promotional campaigns of the last few years continued unabated in 2009, with the aim of displacing competitors from their niche sectors. Guinness continued to focus on its dark beers and stout business while SABC maintain its onslaught on Guinness’ traditional market via strong promotional campaigns for its new offers. The heavy advertising ensured that volume sales for most sectors increased, although less dramatically compared to the first few years of the review period, thanks to the global economic downturn.
Alcoholic drinks are mainly marketed through on-trade channels
On-trade channels remained the main outlet for beer in Cameroon in 2009. Drinking remains a social and networking activity in the country, with the most popular venue being neighbourhood bars, especially for beer drinking. However, off-trade channels are the predominant outlets for wine and spirits, since they are mostly consumed during special occasions or at home. On-trade prices of wines and spirits tend to be out of the financial reach of many consumers in Cameroon.
Continued challenges expected in this fundamentally lucrative industry
The prospects for alcoholic drinks, particularly beer, in Cameroon are fundamentally good, given the strong preference and demand for beer among a large section of the population. Better economic prospects and continued promotional campaigns will sustain growth over the forecast period.
Table of contents
ALCOHOLIC DRINKS IN CAMEROON : MARKET INSIGHT
EXECUTIVE SUMMARY
Beer remains the predominant alcoholic drink in Cameroon
Brasseries du Cameroun consolidates its position as market leader
Aggressive promotional campaigns designed to acquire market share
Alcoholic drinks are mainly marketed through on-trade channels
Continued challenges expected in this fundamentally lucrative industry
LEGISLATION
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2009
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2009
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2009
Table 5 Selling Margin of a Typical Imported Wine Brand 2009
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2009
Table 7 Selling Margin of a Typical Imported Spirits Brand 2009
OPERATING ENVIRONMENT
Contraband/Parallel Trade
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2004-2009
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2009
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2009
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2009
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2009
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2009
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2009
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2009-2014
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2009-2014
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2009-2014
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CAMEROON
BRASSERIES DU CAMEROUN - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Brasseries du Cameroun: Key Facts
Summary 3 Brasseries du Cameroun: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Brasseries du Cameroun: Competitive Position in 2009
FERMENCAM SA - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fermencam: Key Facts
Summary 6 Fermencam: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
GUINNESS CAMEROON SA - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Guinness Cameroon SA: Key Facts
Summary 8 Guinness Cameroon SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Guinness Cameroon SA: Competitive Position 2009
SOCIéTé COMMERCIALE D'IMPORTATION - NéGOCE ET DE TRANSIT (SOCCINT) - ALCOHOLIC DRINKS - CAMEROON
STRATEGIC DIRECTION
KEY FACTS
Summary 10 SOCCINT: Key Facts
Summary 11 SOCCINT: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BEER IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 12 Lager by Price Band 2009 (off-trade)
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2004-2009
Table 24 Sales of Beer by Subsector: Total Value 2004-2009
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
Table 26 Sales of Beer by Subsector: % Total Value Growth 2004-2009
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 31 Beer: Production, Imports and Exports: Total Volume 2003-2008
Table 32 Beer Exports by Country of Destination: Total Volume 2003-2008
Table 33 Beer Exports by Country of Destination: Total Value 2003-2008
Table 34 Beer Imports by Country of Origin: Total Volume 2003-2008
Table 35 Beer Imports by Country of Origin: Total Value 2003-2008
Table 36 Company Shares of Beer by National Brand Owner 2005-2009
Table 37 Company Shares of Beer by Global Brand Owner 2005-2009
Table 38 Brand Shares of Beer 2006-2009
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
Table 40 Forecast Sales of Beer by Subsector: Total Value 2009-2014
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2009-2014
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2009-2014
CIDER/PERRY IN CAMEROON
TRENDS
RTDS/HIGH-STRENGTH PREMIXES IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2004-2009
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2004-2009
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2004-2009
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2004-2009
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2004-2009
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2004-2009
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2004-2009
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2004-2009
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2005-2009
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2005-2009
Table 53 Brand Shares of RTDS/High-strength Premixes 2006-2009
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2009-2014
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2009-2014
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2009-2014
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2009-2014
WINE IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2004-2009
Table 59 Sales of Wine by Subsector: Total Value 2004-2009
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
Table 61 Sales of Wine by Subsector: % Total Value Growth 2004-2009
Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 66 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
Table 67 Forecast Sales of Wine by Subsector: Total Value 2009-2014
Table 68 Forecast Sales of Wine by Subsector: % Total Volume Growth 2009-2014
Table 69 Forecast Sales of Wine by Subsector: % Total Value Growth 2009-2014
SPIRITS IN CAMEROON
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 70 Sales of Spirits by Subsector: Total Volume 2004-2009
Table 71 Sales of Spirits by Subsector: Total Value 2004-2009
Table 72 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
Table 73 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
Table 74 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
Table 75 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
Table 76 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2004-2009
Table 77 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2004-2009
Table 78 Spirits Production, Imports and Exports: Total Volume 2003-2008
Table 79 Spirits Exports by Country of Destination: Total Volume 2003-2008
Table 80 Spirits Exports by Country of Destination: Total Value 2003-2008
Table 81 Spirits Imports by Country of Origin: Total Volume 2003-2008
Table 82 Spirits Imports by Country of Origin: Total Value 2003-2008
Table 83 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
Table 84 Brandy & Cognac Production, Imports and Exports: Total Volume 2003-2008
Table 85 Vodka Production, Imports and Exports: Total Volume 2003-2008
Table 86 Gin Production, Imports and Exports: Total Volume 2003-2008
Table 87 Rum Production, Imports and Exports: Total Volume 2003-2008
Table 88 Company Shares of Spirits by National Brand Owner 2005-2009
Table 89 Company Shares of Spirits by Global Brand Owner 2005-2009
Table 90 Brand Shares of Spirits 2006-2009
Table 91 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
Table 92 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
Table 93 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2009-2014
Table 94 Forecast Sales of Spirits by Subsector: % Total Value Growth 2009-2014