Baby and Child-Specific Products in Cameroon

2020 IMPACT

Even in a difficult economic environment, retail current value sales of baby and child-specific products continue to grow

The rate of growth in retail volume sales of baby and child-specific products decelerated to its slowest rate in well over a decade during 2020. COVID-19 played a significant role in this, as the economic shock it engendered left many local consumers feeling worse off, leading them to reduce their spending.

Competitive pricing and wide distribution help domestic player Les Laboratoires Biopharma strengthen its leadership

Les Laboratoires Biopharma once again strengthened its leadership position in baby and child-specific products during 2020. The company has a strong understanding of local consumers, targeting the many low-to-middle-income consumers with its Moby Bébé and Kidou Bebe brands.

Fewer children but more spending on each child

Cameroon’s fertility rate, while still very high by global standards, is in long-term decline, and this trend continued into 2020. Urbanisation is playing an important role in this.

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound, urbanisation and increased female labour force participation will support robust growth in retail current value sales

Retail volume and current value sales of baby and child-specific products will rebound during 2021 and continue to exhibit robust growth throughout the forecast period. An economic rebound from the disruption caused by the pandemic during 2020 will play a role in this.

Supermarkets will grow in importance as a distribution channel

The ongoing modernisation of Cameroon’s retail infrastructure will help to widen the distribution of baby and child-specific products, with supermarkets gradually taking value share from chemists/pharmacies and outdoor markets. The Spar and Carrefour banners will be to the fore in this regard.

Competitive pricing will help local players remain on top

Local manufacturers will retain a significant value share in baby and child-specific products throughout the forecast period, with competitive pricing remaining central to their appeal to local consumers – particularly those on low incomes. Leader Les Laboratoires Biopharma is expanding into other countries in sub-Saharan Africa, such as Nigeria, Angola and Côte d’Ivoire.