Baby and Child-Specific Products in Cameroon

PROSPECTS

Mass products to the fore

Baby and child-specific products is expected to continue its strong growth over the forecast period, with mass products taking an increasingly dominant share as most consumers are from a low- to middle-income background. Economy and standard brands have low price positioning as they are often of domestic origin and are offering an increasingly wide range.

Greater independence and empowerment of women to drive growth

The strong growth of baby and child-specific products over the forecast period will likely be supported by increasing independence, empowerment and disposable incomes among women. Strong efforts towards the economic empowerment of women in Cameroon have led to an increase in the number of working women and women with sustainable businesses.

Strong promotions to drive sales

Growth of baby and child-specific products has been supported by strong marketing and promotional activities by players and retailers, and this is likely to continue over the forecast period. Consumer exposure to international cable television advertising for brands such as Nivea Bebe, Mixa Bébé and a host of other imported brands has supported awareness and sales of these products.

COMPETITIVE LANDSCAPE

International brands set to drive growth

Imported brands represent the majority of the available product lines and are likely to drive growth going forward. Brands such as Johnson’s Baby, Cussons Baby, Nivea Baby, Mixa Bébé, Lander Bebe and others are acclaimed internationally and will likely become increasingly popular amid consumer concerns around product safety, which may lead to inclinations towards internationally respected standards in baby and child care.

Les Laboratoires Biopharma strengthens its lead

Les Laboratoire Biopharma maintained and increased its lead in baby and child-specific products in 2018 with a strong competitive edge. The company takes advantage of its domestic heritage and strong understanding of the local market, targeting the many low-to middle-income consumers in the country through its key Moby Bébé and Kidou Bébé brands.

Internet retailing to make an appearance

Social media and online advertising of baby and child-specific products are increasingly visible in Cameroon. Sites such as Facebook, Twitter and Instagram promote these products, featuring links to internet retailers and featuring advertising by retailers.

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