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Country Report

Cameroon Flag Beer in Cameroon

| Pages: 30

Price: US$990

About this Report

Executive Summary

TRENDS

  • High consumer awareness remains a strong contributing factor to steady growth in volume sales of beer in 2014. While the Cameroonian economy booms, consumers enjoy rising disposable incomes, which boosted spending over the review period. This was welcome by many players amidst negative rumours of impending unit price increases related to taxation. Despite this, the government recently announced that the prices of beer and other alcoholic drinks would remain constant until the end of the 2014/2015 fiscal year. This helped maintain the prevailing consumer trends within more price-sensitive low-income and middle-income beer-drinking consumers.

COMPETITIVE LANDSCAPE

  • The competitive environment in beer in Cameroon is largely defined by the aggressive rivalry between the two key players Brasseries du Cameroun and Guinness Cameroon. Each of these players is intensively engaged in promotional campaigns and social responsibility programmes, including the sponsorship of various national events. Brasseries du Cameroun consolidated its leadership position in beer in 2014 with a 78% total volume share, while Guinness remained the leader in stout. Each of these brands now offers canned beer at highly competitive prices under brands such as Heineken and Guinness.

PROSPECTS

  • Although consumer purchasing power is increasing in general in Cameroon, consumption rates are likely to be negatively influenced by the price hikes which are expected in the category during the forecast period. As a result, growth is set to remain positive, although growth rates are expected to slow down somewhat, with total value sales expected to increase at a CAGR of 6% over the forecast period. Players are likely to intensify their existing advertising campaigns and modify pack sizes to mask unit price growth and increase consumer awareness, banking on brand loyalty. On the other hand, smaller players such as Union Camerounaise de Brasseries (UCB) are likely to see their value shares improve as price-sensitive low-income consumers become more attracted to the company’s domestic economy brands. The mediocre performances expected in categories such as low/non-alcoholic beer are unlikely to improve due to the lack of advertising and promotional campaigns, which makes it difficult to establish brands.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Cameroon with research from Euromonitor's team of in- country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Cameroon market research report inclyudes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Cameroon?
  • What are the major brands in Cameroon?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Cameroon - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2014
  • Table 1 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2009-2014
  • Table 3 Sales of Beer by Category: Total Value 2009-2014
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 5 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 10 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 11 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 15 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 17 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Beer in Cameroon - Company Profiles

Brasseries du Cameroun in Alcoholic Drinks (Cameroon)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Brasseries du Cameroun: Key Facts
  • Summary 3 Brasseries du Cameroun: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Brasseries du Cameroun: Competitive Position 2014

Guinness Cameroon SA in Alcoholic Drinks (Cameroon)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Guinness Cameroon SA : Key Facts

COMPETITIVE POSITIONING

  • Summary 6 Guinness Cameroon SA: Competitive Position 2014

Alcoholic Drinks in Cameroon - Industry Context

EXECUTIVE SUMMARY

The affordability of beer is a key factor behind sustained volume growth

Volume sales continue to rise, encouraged by stable prices

Competitive environment led by local players

Off-trade volume sales boosted by the increase in the use of cans

Strong growth expected in alcoholic drinks over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 22 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 23 Typical Wholesaler and Retailer Mark-ups by Sector 2014
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 25 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 26 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 27 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2014
  • Table 28 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 29 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

  • Summary 7 Key New Product Developments 2014-2015

MARKET INDICATORS

  • Table 30 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 31 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 32 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 33 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 34 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 38 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 39 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 40 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 41 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2014
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 43 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 45 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Pricing
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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