Household Care in Cameroon
Euromonitor International's Household Care 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: 71 | Publication date: Aug 2008
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Growth is sustained in 2007
Overall, household care products in Cameroon continued to witness positive retail value growth in 2007. In 2007, growth was only slightly slower than review period CAGR. A number of factors account for this sustained positive growth performance: the slight improvement in real consumer purchasing power; an increasing presence in the Cameroon of relatively cheap household care products from Southeast Asia, particularly China; and the government’s decision in 2006 to exonerate certain essential consumer goods from VAT (value-added tax), which contributed significantly to bring down consumer price inflation.
Demographic trends offer good opportunities for expansion
In 2000, the urban population of the Cameroon approached 50% of the total population and projections show that it could reach 70% by 2020. The growth in the urban population has been accompanied by the spatial extension of towns, while creating new problems such as drainage and refuse collection deficiencies, which offer fertile ecosystems for mosquitoes and other insects. In spite of the ‘village mindset’ of some Cameroonian urban dwellers, one should logically expect the rising urban population to represent a strong potential consumer base for most household care products.
Multinationals lead in a competitive industry
The household care industry in Cameroon is competitive and relatively fragmented; it is strongly led by multinationals, which export their products directly into the country through well-known and established fascias such as supermarkets/hypermarkets. Recently, the number of supermarkets owned by expatriates has risen, leading to the increased presence of new international products and brands. The competition has heightened recently, as a result of the increasing presence of cheap household care products from Southeast Asia, especially China, which seem to be threatening the company and brand shares of leading multinational players. As a result, the competitive environment is becoming increasingly fragmented.
Grocery retailers dominates distribution
Throughout the review period, grocery retailers, notably supermarkets/hypermarkets and independent small grocers, dominated retail value sales of household care products in Cameroon. The easiest explanation for this is foreign linkages. The leading manufacturers of household care products in Cameroon are multinational companies, which export directly into the country through supermarkets/hypermarkets, which are frequently foreign-owned. Moreover, supermarkets have gained a strong position in retail distribution because of their capacity to import on a far larger scale than small local importers, thus making it possible for them to stay competitive by substantially marking-down on unit prices.
Bright prospects for household care over the forecast period
Overall, household care is expected to grow much faster in constant value terms over the forecast period compared to the review period. The most significant factor is the expected continued improvement in real consumer purchasing power, as a result of the country benefiting from debt relief under the Heavily Indebted Poor Country (HIPC) initiative. In addition, the government is expected to reduce taxes and duties as the burden of debt settlement diminishes, which may positively impact the industry. Another important consideration is urbanisation. Moreover, as more households in the country enjoy higher disposable income, they are becoming more influenced by Western lifestyles and trends. One probable effect of this trend is increased spending on non-traditional household care products.
Table of contents
HOUSEHOLD CARE IN CAMEROON : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth is sustained in 2007
Demographic trends offer good opportunities for expansion
Multinationals lead in a competitive industry
Grocery retailers dominates distribution
Bright prospects for household care over the forecast period
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 8 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LAUNDRY CARE
Headlines
Trends
Competitive Landscape
Prospects
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2002-2007
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 13 Sales of Laundry Detergents by Type: Value 2002-2007
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 15 Sales of Laundry Aids by Type: Value 2002-2007
Table 16 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 17 Laundry Care Company Shares 2003-2007
Table 18 Laundry Care Brand Shares 2004-2007
Table 19 Laundry Detergents Company Shares 2003-2007
Table 20 Laundry Detergents Brand Shares 2004-2007
Table 21 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
SECTOR INDICATORS
Table 23 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 24 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 25 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 26 Dishwashing Products Company Shares 2003-2007
Table 27 Dishwashing Products Brand Shares 2004-2007
Table 28 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 30 Sales of Surface Care by Subsector: Value 2002-2007
Table 31 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 32 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 33 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 34 Sales of Chlorine Bleach: Value 2002-2007
Table 35 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 36 Chlorine Bleach Company Shares 2003-2007
Table 37 Chlorine Bleach Brand Shares 2004-2007
Table 38 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 39 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 40 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 41 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 42 Toilet Care Products Company Shares 2003-2007
Table 43 Toilet Care Products Brand Shares 2004-2007
Table 44 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 45 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 46 Sales of Polishes by Subsector: Value 2002-2007
Table 47 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 48 Polishes Company Shares 2003-2007
Table 49 Polishes Brand Shares 2004-2007
Table 50 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 51 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 52 Sales of Air Care by Subsector: Value 2002-2007
Table 53 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 54 Air Care Company Shares 2003-2007
Table 55 Air Care Brand Shares 2004-2007
Table 56 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 57 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 58 Sales of Insecticides by Subsector: Value 2002-2007
Table 59 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 60 Insecticides Company Shares 2003-2007
Table 61 Insecticides Brand Shares 2004-2007
Table 62 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 63 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012
CCC DU CAMEROUN
Strategic Direction
Key Facts
Summary 2 CCC Du Cameroun: Key Facts
Company Background
Production
Summary 3 CCC Du Cameroun: Production Statistics 2007
Competitive Positioning
Summary 4 CCC DU Cameroun: Competitive Position 2007
SOPICAM CAMEROUN
Strategic Direction
Key Facts
Summary 5 SOPICAM Cameroun: Key Facts
Company Background
Production
Summary 6 SOPICAM Cameroun: Production Statistics 2007
Competitive Positioning
Summary 7 SOPICAM Cameroun: Competitive Position 2007
SUPERMARCHE MAHIMA (IMPORT/DISTRIBUTION)
Strategic Direction
Key Facts
Summary 8 SUPERMARCHE MAHIMA (Import/Distribution): Key Facts
Company Background
Production
Competitive Positioning