Packaged food continues to grow strongly in 2013
Value sales of packaged food in 2013 continued to grow strongly in current terms. This is underpinned by population growth in the country, which is leading to stronger demand for packaged food, especially in the large cities. In order to take advantage of this opportunity, many players are launching various marketing activities and improving their distribution, especially in urban areas. Consumer demand is also increasing in terms of sophistication with a shift from more basic products among middle-income groups. This is due to an increasing need for convenience in these areas where the pace of life is growing quickly.
Improving infrastructure is having a positive effect on the distribution of packaged food
The distribution of packaged food in 2013 is changing in a positive way. This is most visible in the expected fast growth of modern retail channels, especially in the cities and close to residential areas. These channels tend to stock more westernised food types; hence, their growth is a reflection of the increased demand for such products. More infrastructure projects are also bringing improvements to the distribution networks of several players, thus helping to increase the penetration rates of their products in rural areas. With these projects underway, several players are encouraged to plan for better distribution facilities to accommodate growing demand.
Overall competitive environment remains positive for international players
The packaged food competitive environment in Cameroon remains fragmented in several categories; however, the presence of multinationals continues to be stronger than that of domestic companies. Multinationals generally dominate, except in categories such as biscuits where domestic players’ presence is strong. It is also common for large international companies to have locally-operating units in the country that repackage and/or market their products. This increases local affinity for their products, as consumers perceive the companies to be Cameroonian. It also enables international companies to benefit from existing marketing and distribution networks within the country.
Open markets are major distribution points
Although independent small grocers remained the most popular outlets for consumers in Cameroon in 2013, open markets still constitute a major source of distribution serving much of the low- and middle-income groups. Traditionally, they represent the primary distribution points for packaged food in the country; however, the share of open markets is declining as the government tries to structure the economy and improve infrastructure within cities in an attempt to control tax evasion. Due to the wide areas they cover, they are, however, likely to remain an important source of distribution for a long time to come.
Packaged food in Cameroon has very bright growth prospects
With ongoing growth of the population and rising urbanisation, particularly among young people, packaged food in Cameroon has very bright growth prospects. As the number of working women is increasing, the desire for convenience and quick-to-prepare foods may lead to sustained demand for packaged food products. The increasing sophistication of consumers and improving product quality will also be growth drivers over the forecast period. In addition, a stronger economy is set to translate into substantial income growth for a large proportion of the population, thus further increasing demand.
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The Packaged Food in Cameroon market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Packaged Food in Cameroon?
- What are the major brands in Cameroon?
- As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
- How is private label performing in the wake of retail consolidation and the global economic hangover?
- Do consumers want value for money or added value?
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This industry report originates from Passport, our Packaged Food market research database.