Bottled Water in Cameroon

PROSPECTS

Strong developments in bottled water

Bottled water saw continued growth in 2018, with robust double-digit rises in both value and volume. Most of these sales were accounted for by the off-trade.

Dynamic performance is driven by modern retail channels

The good performance of bottled water in 2018 can be accounted for in part by the entrance and expansion of modern retail channels, which have expanded the distribution of bottled water. This has also helped packaged bottled water to emerge from the negative impact of unbranded water in sachets, which previously limited opportunities for growth.

Bottled water is set to grow strongly over the forecast period

Total volume and value sales of bottled water are expected to grow rapidly over the forecast period, driven by population growth and rising urbanisation. The limited access to safe drinking water and the hot tropical weather are key environmental factors that will boost category sales.

COMPETITIVE LANDSCAPE

Domestic brands dominate bottled water sales

Local brands dominate bottled water sales, with imports accounting for only a small share of sales, as they are present mainly in the minor higher priced categories of bottled water, such as carbonated and flavoured bottled water. The strong position of local brands is mainly owing to a clear price difference.

Players strive to match pricing to purchasing power

Average bottled water consumption per capita increased significantly over the review period, partly as a result of health concerns related especially to cholera outbreaks. Consumer purchasing power has risen, which has also been a key growth driver of the category.

Intense competition will encourage product innovation

As bottled water continues to witness a boom over the forecast period, competing brands are likely to diversify their offers in terms of packaging, pricing, product type and even new categories, in order to differentiate their brands and beat the competition. This will create opportunities for growth in the category.

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