In 2020 consumers became more price sensitive in the context of the economic uncertainty caused by the COVID-19 pandemic. This led to an overall reduction in retail volume sales in 2020, although continued price rises meant that cigarettes still recorded moderate retail current value growth despite the drop in consumer purchases of cigarettes.
Despite financial instability having a negative impact on retail volume sales of cigarettes in 2020, the COVID-19 pandemic also supported sales in cigarettes through legitimate channels as the pandemic caused unfavourable conditions for the illicit trade in 2020. During the COVID-19 crisis, authorities implemented more stringent checks and restrictions on products being brought into the country, and this limited the circulation of illegal brands in Cameroon as products labelled “to be sold in Cameroon” were much more prevalent in 2020.
While British American Tobacco remained dominant in the cigarettes category in 2020, Philip Morris West Africa SARL’s Marlboro brand remained in second place in retail volume share. These companies performed well due to their strong presence, tobacco industry background knowledge, good distribution and consumer loyalty.
Despite the dominance of major international brands, new entrants are expected to emerge in cigarettes in Cameroon over the forecast period. As such, the “other” category of companies and brands is expected to gain some volume share from the leading brands in the category.
Smoking rates usually increase during economic downturns, such as the 2008 global financial crisis, as smokers rely on cigarettes to get them through any stress and strain, despite the economic outlay. However, many Cameroonian consumers are not only about to enter a period of economic hardship but are also increasingly concerned about health.
Over the forecast period, rising health awareness in Cameroon will make it increasingly difficult for brands and companies to attract new smokers. Tobacco products and cigarette smoking continues to generate bad publicity due to the dangerous health effects of smoking.
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Understand the latest market trends and future growth opportunities for the Cigarettes industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Cameroon, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Cigarettes research and analysis database.
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