Hot Drinks in Cameroon
Euromonitor International's Hot 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: 53 | Publication date: Jun 2009
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
Coffee; Other hot drinks; Tea
Executive summary
Overall, hot drinks current value terms growth in 2008 was considerably higher than that of 2007. This performance was mainly driven by malt-based other hot drinks, which recorded an exponential growth, albeit from a low base. The introduction of smaller sizes and packaging was the major factor behind this growth as it made the product more affordable for the majority of consumers. Coffee also witnessed a revival in 2008 thanks to new government subsidies and a rise in world prices, improving upon its 2007 value performance more than tea.
Increasing health awareness helped boost sales
With the recent upsurge in diabetes and cardiovascular disease, and subsequent campaigns to raise awareness of these diseases, Cameroonians of all ages are becoming increasingly health-conscious. This new trend largely benefited tea, especially fruit/herbal and green tea, which are believed to have therapeutic properties, helping, among other things, to control cholesterol, prevent diabetes and boost the immune system.
Multinationals dominate hot drinks
Nestlé’s leading position remains uncontested, and the company helped to maintain the dominance of international brands over local ones. Its most popular brand, Nescafé, enjoys a sound lead in the coffee sector, although its leadership position is increasingly being challenged by the arrival of new instant coffee products from Brazil. Strong marketing, advertising and distribution strategies were the key factors behind the success of Nescafé over the review period. Like coffee, the tea sector is also dominated by an international player in Unilever, with its Lipton brand.
The off-trade a major distribution channel
Cameroonians continue to largely favour the off-trade channel for the consumption of hot drinks. This is not surprising considering that tea and coffee are mainly drunk at home for breakfast unlike in other countries where coffee/tea breaks in the afternoon or late morning are very common. However, the on-trade channel is expected to gain share over the next few years as drinking fresh coffee or tea in foodservice outlets is becoming very fashionable among upper-income individuals, suggesting the westernisation of consumption habits.
Hot drinks’ future looks promising
Projections indicate that hot drinks volume sales will grow significantly over the forecast period. This growth will be largely driven by tea, particularly fruit/herbal and green tea, which are expected to grow significantly over 2008-2013 due to increasing health awareness among Cameroonians. Other hot drinks will also perform well and significantly contribute to market volume growth. Moreover, competition between players is expected to intensify as an increasing number of new players enter the market.
Table of contents
HOT DRINKS IN CAMEROON : MARKET INSIGHT
EXECUTIVE SUMMARY
Increasing health awareness helped boost sales
Hot drinks’ future looks promising
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
COFFEE IN CAMEROON
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 25 Retail Sales of Coffee by Type: Volume 2003-2008
Table 26 Retail Sales of Coffee by Type: Value 2003-2008
Table 27 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 28 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 29 Coffee Company Shares 2004-2008
Table 30 Coffee Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 32 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN CAMEROON
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 35 Fruit/Herbal Tea by Type: % Off-trade Volume 2007-2008
Table 36 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 37 Retail Sales of Tea by Subsector: Value 2003-2008
Table 38 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 39 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 40 Tea Company Shares 2004-2008
Table 41 Tea Brand Shares 2005-2008
Table 42 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 43 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 44 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 45 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN CAMEROON
Headlines
Trends
Competitive Landscape
Prospects
SECTOR DATA
Table 46 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 47 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 48 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 49 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 50 Other Hot Drinks Company Shares 2004-2008
Table 51 Other Hot Drinks Brand Shares 2005-2008
CAMEROON TEA ESTATE
Strategic Direction
KEY FACTS
Summary 2 Cameroon Tea Estate: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING