Carbonates in Cameroon

PROSPECTS

Carbonates remains strong despite economic uncertainty, thanks to affordability and availability

Carbonates continues to see good growth in both off-trade and on-trade terms in 2019, in both current value and volume of sales. This growth is expected to continue over the forecast period, despite conflict in certain regions in Cameroon and anticipated price hikes against a backdrop of an unstable economy.

Marketing and innovation with low-sugar variants may help keep carbonates buoyant

Strong marketing, aggressive promotional strategies and new product developments are expected to drive sales growth for carbonates over the forecast period. Players are looking to low/no-sugar variants to appeal to more health-conscious consumers, and an increasing variety of low-calorie cola and non-cola carbonates are appearing, led by the popularity of Coca-Cola Light from Société Anonyme des Brasseries du Cameroun (SABC) and American Cola Light from Source du Pays SA.

Players offer more volume for less money to keep consumers sweet on carbonates

Price competition is also expected to drive the growth of carbonates over the forecast period. Players continue to innovate in a selection of different pack sizes, including smaller packs for on-the-go consumption and larger economy family packs.

COMPETITIVE LANDSCAPE

Société Anonyme des Brasseries du Cameroun (SABC) continues to lead, despite price hikes and strong competition

Leading player Société Anonyme des Brasseries du Cameroun (SABC) continues to maintain its top place, despite increasing the prices of some favourite fruit-based carbonates, such as Vimto, Djino, and Orangina. This is expected to slow retail sales of these brands for a while, due to consumer price-sensitivity.

Source du Pays’ brands continue to grow, thanks to smart strategies and innovation

Planet from Source du Pays SA is continuing to see growth. This is thanks to the smaller player’s innovation in pricing and packaging carbonates.

Domestic players dominate with price-based strategies and strong distribution networks

There is fierce competition between domestic producers in carbonates in Cameroon, leaving little space for imported products to enter, particularly as the leading player offers strong international brands such as Coca-Cola. As the main driver for competition in carbonates is pricing, the additional costs associated with imported products also mean higher unit prices to be passed onto price-sensitive consumers.

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