Baby and Child-Specific Products in Cameroon

PROSPECTS

The birth rate and rising disposable incomes are anticipated to drive growth

Baby and child-specific products is expected to record a positive performance in value terms at constant 2017 prices over the forecast period, following strong growth in 2017. Whilst the steady birth rate and rising disposable incomes are expected to positively impact baby and child-specific products, a combination of the large population, the increasing number of women in the workplace, improved levels of education and rising consumer demand will also support growth over the forecast period.

New products are anticipated to enter the market

In line with the trend in 2017, when consumers looked for chemical-free products, an increasing number of consumers will continue to look for and demand safer and chemical-free products or products with a natural positioning, particularly as the prevalence of skin-related allergies is expected to increase. This is pushing players such as Les Laboratoires Biopharma to continuously look for ways to improve formulae and/or use better-quality ingredients.

Economy and standards brands will continue to drive sales

As most consumers come from a low- to middle-income background, economy and standard brands are more popular than premium products in baby and child-specific products. This is likely to continue over the forecast period.

COMPETITIVE LANDSCAPE

Les Laboratoires Biopharma leads baby and child-specific products

Les Laboratoires Biopharma led baby and child-specific products in value terms in 2017, followed by Beiersdorf, Laboratoires LaScad and Sarbec Cosmetics. Les Laboratoires Biopharma’s success comes from the fact that the company, through its key brands Moby Bébé and Kidou Bébé, targets low- to middle-income consumers, who represent a sizeable proportion of customers.

Favourable price positioning and intense marketing activities drive growth

As most consumers remain cash-constrained, economy and standard brands outperform premium brands. The lower entry-price point offered by the former is perceived as being a good deal, even though they are domestic brands.

Chemists/pharmacies and small independent retailers are the leading distributors

Baby and child-specific products are sold through chemists/pharmacies, supermarkets and some small independent stores. As consumers become wary of illicit trade and the health issues related to buying counterfeit products in illicit trade, legitimate and more modern channels are perceived as selling authentic products, as they tend to be supplied from trusted sources.

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