Executive Summary

Jul 2019
PROSPECTS
Preference for international products underpins value growth

Ease of access to tobacco products due to weak law enforcement, and sales of cigarettes in single units, will support continued growth. Indeed, with the majority of consumers cash-strapped, it is easier and more affordable to buy three sticks of Gold Seal or one stick of Marlboro for XAF100.

Less harmful alternatives to gain prominence

The combination of expected price hikes, the low purchasing power of the majority of Cameroonian smokers, coupled with gradual increasing awareness of the health issues associated with smoking, will result in retail volume sales continuing to fall. Leading players such as British American Tobacco are exploring less harmful smokeless and cig-a-like options.

CCCT critical of government measures

2018 saw aggressive campaigns by non-profit organisation the Cameroon Coalition to Counter Tobacco (CCCT). CCCT is highly vocal regarding smoking, and critical of the government’s failure to implement more stringent tobacco legislation.

COMPETITIVE LANDSCAPE
Philip Morris gains share due to popularity of flagship brand Marlboro

While British American Tobacco remained dominant in the cigarettes category, Philip Morris International saw the greatest increase in retail volume share over 2017-2018, thanks to the performance of its Marlboro brand. Marlboro is the most commonly retailed mid-price brand, and performs well due to consumer loyalty to its brand image, affordable retail prices on a per-stick basis, coupled with its appealing flavour.

British American Tobacco gains share, offering mid-priced value and wide distribution

British American Tobacco continues to lead cigarettes due to its strong local positioning, effective distribution and a strong presence in the mid-price segment, thus appealing to Cameroon’s price-sensitive consumer base. Wide availability in of its brands in retail outlets drives the company’s strength, and underpinned the share gain seen in 2018.

Illicit trade remains rife due to porous borders and poor import controls

Illicit trade negatively impacts the cigarettes environment. Porous borders – notably with Nigeria and Equatorial Guinea – corruption and unregulated imports all increase illegal cigarette imports.

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Cigarettes in Cameroon

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cigarettes industry in Cameroon with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cigarettes industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cigarettes in Cameroon market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports, and exports of finished cigarettes
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cigarettes in Cameroon?
  • What are the major brands in Cameroon?
  • What is the legislative environment like in Cameroon?
  • What are the rates of cigarette taxation in Cameroon?
  • Do premium, mid-price or economy cigarettes dominate in Cameroon?
  • What is the rate of illicit trade in Cameroon?
  • How many smokers are there in the country?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tobacco market research database.

Cigarettes in Cameroon - Category analysis

HEADLINES

PROSPECTS

Preference for international products underpins value growth
Less harmful alternatives to gain prominence
CCCT critical of government measures

COMPETITIVE LANDSCAPE

Philip Morris gains share due to popularity of flagship brand Marlboro
British American Tobacco gains share, offering mid-priced value and wide distribution
Illicit trade remains rife due to porous borders and poor import controls

TAXATION AND PRICING

Taxation rates
Summary 1 Taxation and Duty Levies 2013-2018
Average cigarette pack price breakdown
Summary 2 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 1 Sales of Cigarettes: Volume 2013-2018
Table 2 Sales of Cigarettes by Category: Value 2013-2018
Table 3 Sales of Cigarettes: % Volume Growth 2013-2018
Table 4 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 5 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 6 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 7 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 8 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 9 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 10 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 11 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 12 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 13 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 14 Forecast Sales of Cigarettes: Volume 2018-2023
Table 15 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 16 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 17 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 19 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 20 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 21 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 22 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Tobacco in Cameroon - Industry Overview

EXECUTIVE SUMMARY

Consumer purchasing power and contraband shape market
Cigarettes see excise duty hike in 2019
Some efforts to curb smoking in evidence, while international players lead market
Street vendors lead sales, while retailers, hotels and bars target more affluent consumers
Consumer spending power to influence performance

OPERATING ENVIRONMENT

Legislation
Legislative overview
Summary 3 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
Reduced harm
Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 23 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 24 Sales of Tobacco by Category: Volume 2013-2018
Table 25 Sales of Tobacco by Category: Value 2013-2018
Table 26 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 27 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 28 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 29 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 30 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 31 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 4 Research Sources