Bottled Water in Cameroon

PROSPECTS

Players continue to engage in fierce price competition to drive growth in sales

Bottled water continues to record robust current value growth, in both on-trade and off-trade terms. This strong performance is a result of the fierce competition in mineral water in Cameroon, whereby many bottled water players are reducing prices, making their products more readily available to less affluent households.

Modern grocery retailers and marketing drives set trends in bottled water

Aggressive competition amongst bottled water players is expected to continue to drive trends in the forecast period. Bottled water plays host to a number of vibrant brands, such as Supermont and Opur from Source du Pays, Tangui from Société des Eaux Minerales du Cameroun and Sano from Sano Sarl, which regularly engage in competitive marketing to promote their products.

Société des Eaux Minerales du Cameroun donates bottled water to help control cholera outbreak

Fundamentally, bottled water sales are driven by the poor quality of tap water in Cameroon, as supplied by Cameroon Water Utilities Corporation (CAMWATER) to the general population. Sales are expected to remain higher in urban areas, however, where a wide variety of bottled water is more easily accessible.

COMPETITIVE LANDSCAPE

Source du Pays maintains dominant share thanks to popularity of its flagship brand

Source du Pays SA maintains a dominant value company share in bottled water, despite losing shares to second-in-line Société des Eaux Minerales du Cameroun in 2019. Source du Pays owes its success to its flagship brand Supermont which enjoys strong consumer trust.

Leading players set competitive pricing landscape, forcing other players to follow suit

Category leader Source du Pays, with its Supermont brand, and second-in-line Société des Eaux Minerales du Cameroun, with its Tangui brand, are setting the scene for the pricing wars in bottled water in Cameroon. Both brands offer economy packs of six units of 1.

Niche domestic innovation could push down already-small sales of imported brands

Imported brands continue to be low in bottled water, with the category dominated by domestic bottlers. Consumers favour local products in bottled water, as unit prices are far cheaper than for imported brands, which inevitably pass on the increased cost of imports on to the consumers.

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