Beer in Cameroon

PROSPECTS

Beer is set to record positive growth over the forecast period

Beer registered positive total volume growth in 2017, driven by mid-priced brands, which accounted for a sizeable portion of the sales. As many consumers remained price sensitive as a result of higher living costs, many of them traded down to economy brands.

Illicit trade and counterfeit goods are anticipated to remain a major threat to beer growth

As beer continues to be successful, so is the category subject to illicit trade. Indeed, in an effort to get a share of the growing profit, there is an increase in the level and number of illegal activities.

The category will be characterised by intense marketing activities and innovation over the forecast period

Players continue to invest considerably in order to increase the visibility of their products and/or brands in an effort to secure if not gain additional volume shares. Marketing activities have included but are not limited to TV, press, radio, billboards, in-store promotions and social media platforms.

COMPETITIVE LANDSCAPE

Brasseries du Cameroun dominates beer in 2017

Les Brasseries du Cameroun dominated beer in 2017, followed by Guinness Cameroon and Union Camerounaise des Brasseries. Les Brasseries du Cameroun benefits from a long-established presence as well as an extensive distribution network.

Premium beer sees fastest growth whilst domestic mid-priced beers accounts for the most sales

Domestic lager continues to account for the vast majority of beer volume, whilst premium domestic lager recorded the highest volume growth in 2017. Lager is the most consumed type of beer, followed by stout whilst demand for dark beer remains negligible.

Packaging, size formats drive new product developments

As competition intensified, incumbents were looking for ways to retain, if not increase, their volume shares in 2017. This drove innovation in both packaging and sizes, with Les Brasseries du Cameroun leading new product developments.

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