Beauty and Personal Care in Cameroon

Beauty and Personal Care in Cameroon

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Growth in retail current value sales slows, as consumers rein in their discretionary spending and spend more time at home

Young urban females are key drivers of growth

Strong local knowledge and local manufacturing key to Les Laboratoires Biopharma SA’s leadership

RECOVERY AND OPPORTUNITIES

Post-pandemic normalisation will boost demand for mass beauty and personal care

Retail modernisation will help to widen distribution – particularly for international brands

Social media could facilitate the growth of e-commerce

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Cameroon

KEY DATA FINDINGS

2020 IMPACT

With consumers socialising less frequently, pandemic hits demand for premium colour cosmetics and fragrances particularly hard

Counterfeiting remains a major issue

Celebrity endorsement increasingly important to premium brands

RECOVERY AND OPPORTUNITIES

Revival in social life and economic rebound will drive acceleration in premium beauty and personal care growth

Increasing consumer interest in organic beauty and personal care could represent an opportunity for domestic players

Fake it till you make you

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Cameroon

KEY DATA FINDINGS

2020 IMPACT

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

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

Fewer children but more spending on each child

RECOVERY AND OPPORTUNITIES

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

Supermarkets will grow in importance as a distribution channel

Competitive pricing will help local players remain on top

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Cameroon

KEY DATA FINDINGS

2020 IMPACT

COVID-19 pushes growth in retail current value sales to a seven-year high

Strong branding and wide distribution help Colgate Palmolive Co and Unilever Group stay on top

New medicated soaps launched

RECOVERY AND OPPORTUNITIES

Value-added products will grow in popularity, particularly with women

Bar soap will continue to account for the bulk of retail current value sales

Increased local production will drive more intense price competition

CATEGORY DATA

Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 38 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 39 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 40 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Pandemic economic shock weighs heavily on demand for colour cosmetics

Beauty specialist retailers continue to gain ground on outdoor markets, as the products sold by the former are more trusted by local consumers

International brands with broad product lines are particularly popular with local consumers

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound, urbanisation, increased female labour force participation and later marriage will support return to growth

Beauty specialist retailers will continue to grow in popularity, but counterfeiting and illicit trade will remain significant issues

Potential for e-commerce growth

CATEGORY DATA

Table 41 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 42 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 43 Sales of Colour Cosmetics by Premium vs Mass: % Value 2015-2020
Table 44 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 45 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 46 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 47 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 48 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Table 49 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2020-2025

Deodorants in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Economic shock of pandemic prompts modest slowdown in retail current value sales growth

Deodorant sprays dominate due to their affordability

International players remain dominant, but local brand Balnéo is growing in popularity

RECOVERY AND OPPORTUNITIES

A youthful population profile, strong population growth and urbanisation will drive growth in demand for deodorants

Growth of supermarkets and beauty specialist retailers will facilitate wider distribution

Les Laboratoires Biopharma SA well placed to make further retail value share gains

CATEGORY DATA

Table 50 Sales of Deodorants by Category: Value 2015-2020
Table 51 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 52 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 53 NBO Company Shares of Deodorants: % Value 2016-2020
Table 54 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 55 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 56 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 57 Forecast Sales of Deodorants by Premium vs Mass: % Value 2020-2025

Depilatories in Cameroon

KEY DATA FINDINGS

2020 IMPACT

With consumers socialising less often, COVID-19 leads to deceleration in demand growth for depilatories

Easier to use and significantly cheaper, women’s razors and blades steadily gain ground on hair removers/bleaches

Lack of marketing constrains growth in retail current value sales

RECOVERY AND OPPORTUNITIES

With consumers set to socialise more, post-pandemic normalisation will boost demand for depilatories

Hampered by a lack of marketing, hair removers/bleaches will continue to lose ground to women’s razors and blades

Domestic manufacturing could result in lower prices

CATEGORY DATA

Table 58 Sales of Depilatories by Category: Value 2015-2020
Table 59 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 60 NBO Company Shares of Depilatories: % Value 2016-2020
Table 61 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 62 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 63 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Pandemic shock leads to first decline in retail volume sales for 12 years

In-store visibility is key to driving sales

Counterfeiting remains a significant issue, particularly for premium brans

RECOVERY AND OPPORTUNITIES

Post-pandemic rebound and retail modernisation will support accelerating growth in retail current value sales

Mass fragrances will outperform their premium counterparts

Counterfeit products will remain a significant impediment to growth

CATEGORY DATA

Table 64 Sales of Fragrances by Category: Value 2015-2020
Table 65 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 66 NBO Company Shares of Fragrances: % Value 2016-2020
Table 67 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 68 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 69 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 70 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 71 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Temporary closure of hair salons weakens demand for hair care

International brands remain dominant, with celebrity endorsement a key factor – particularly for younger consumers

Local brands are emerging, but they remain small scale

RECOVERY AND OPPORTUNITIES

Population growth, urbanisation, increased female labour force participation and widening distribution will drive robust growth in hair care demand

Direct selling could become a small, but significant distribution channel

Social media could help to drive growth in demand for salon professional hair care

CATEGORY DATA

Table 72 Sales of Hair Care by Category: Value 2015-2020
Table 73 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 74 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 75 NBO Company Shares of Hair Care: % Value 2016-2020
Table 76 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 78 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Pandemic undermines growth in retail volume sales, as men socialise less, while many are forced to tighten their belts

Pandemic has no more than a slight negative effect on demand for men’s shaving

Celebrity endorsement remains a key marketing strategy, with players increasingly utilising social media

RECOVERY AND OPPORTUNITIES

Post-pandemic rebound will benefit men’s fragrances, men’s skin care and men’s deodorants in particular

A growing number of men will pass from being occasional to regular users of men’s grooming products

Some potential for local brands to grow

CATEGORY DATA

Table 81 Sales of Men’s Grooming by Category: Value 2015-2020
Table 82 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 83 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 84 Sales of Men's Skin Care by Type: % Value Breakdown 2016-2020
Table 85 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 86 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 87 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 88 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 89 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Growth in demand for oral care slows due to the pandemic but remains robust, as most consumers consider these products to be essential

Demand for mouthwash/dental rinses is growing in popularity among more affluent consumers

International brands dominate, but counterfeiting is rife

RECOVERY AND OPPORTUNITIES

Urbanisation, population growth and increased consumer interest in health and wellness will support accelerating growth in retail current value sales

As supermarkets proliferate, distribution will widen

Affluent consumers will become more interested in dental floss and premium toothpaste

CATEGORY DATA

Table 90 Sales of Oral Care by Category: Value 2015-2020
Table 91 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 92 Sales of Toothbrushes by Category: Value 2015-2020
Table 93 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 94 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 95 NBO Company Shares of Oral Care: % Value 2016-2020
Table 96 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 97 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 99 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Cameroon

KEY DATA FINDINGS

2020 IMPACT

Pandemic economic shock undermines demand for premium products

Competitive pricing and strong awareness of local consumer tastes key to leader Les Laboratoires Biopharma SA’s ongoing success

Controversial skin lightening products remain popular

RECOVERY AND OPPORTUNITIES

Mass brands will remain the main driver of growth

Supermarket expansion will lead to wider availability

Organic and natural ingredients will grow in popularity, as local consumers become more interested in health and wellness

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2015-2020
Table 102 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 103 NBO Company Shares of Skin Care: % Value 2016-2020
Table 104 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 105 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 106 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 107 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Cameroon

2020 IMPACT

---