Retail volume and current value sales of bath and shower accelerated at their fastest rate in seven years during 2020. COVID-19 was the main driver of this, as it led many local consumers to wash themselves more frequently in an effort to reduce their likelihood of contracting the virus.
Colgate Palmolive Co and Unilever Group continued to lead bath and shower during 2020, accounting for almost half of retail value sales between them. This is due to their wide product availability, strong product innovation, and internationally recognised brands, which enjoy a strong reputation for quality and safety in Cameroon.
A new bar soap brand, Xmed by Matero, was launched in Cameroon during the latter part of the review period. Distributed by Mahima Sarl, it is a medicated antibacterial soap that is very affordable and thus particularly appealing to price-sensitive consumers.
Growth in volume and retail current value sales of bath and shower will remain robust during both 2021 and the forecast period as a whole. Heightened consumer interest in hygiene as a result of the pandemic will continue to play a role in this, with medicated bar soap likely to grow in popularity.
Despite the increasing popularity of body wash/shower gel, bar soap will remain the backbone of retail current value sales of bath and shower throughout the forecast period. Affordability will remain key to its appeal.
Local production of bath and shower products is expected to increase during the forecast period. Naturally sourced brands like Mekako, Lani and Bactol among others are increasingly catching the eye of consumers due to their very competitive pricing.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Bath and Shower research and analysis database.
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