Coffee is expected to see a higher retail volume and current value growth rate in 2020 compared to the previous year, whilst foodservice volume sales growth is strongly affected by the lockdown. In March, the government of Cameroon instituted a partial lockdown, as a result of which schools closed, public gatherings were limited and foodservice venues could only operate until an 1800hrs curfew, with social distancing and sanitary measures enforced.
The decrease in disposable income has led Cameroonian consumers to opt more for economy priced coffee products. Demand at modern grocery retailers is driven by middle-income households.
Coffee remains a fairly fragmented competitive landscape in 2020, led by multinational player Nestlé SA, which continues to lose value share to local fresh coffee companies such as Société Agro-Industrielle et Commerciale du Cameroun and affordable private label. Nestlé continues to dominate instant coffee but dealt a blow to local suppliers towards the end of the review period with the news that it was to stop purchasing Cameroonian coffee for its leading Nescafé brand.
Coffee in Cameroon in 2020 is dominated by fresh ground coffee, a trend that is predicted to continue into the forecast period. This format carries a more accessible price compared to instant coffee, benefitting from the solid presence of domestic producers such as Sogecaf and UCCAO Cameroun which are able to capitalise on their local presence by gaining an insight into the latest trends and promote their products accordingly, while many international brands require the use of coffee machines, which have low penetration rates in the market.
Local players are set to feature more strongly within coffee over the forecast period, supported by associations such as Office National du Cacao et du Café (ONCC), which are attempting to encourage domestic farmers to set up or join cooperatives, which would support training, and educate them on how to effectively promote their products through retailers and creating appropriate packaging. Coffee produced in Cameroon should also continue to receive a boost by the government’s ongoing efforts to promote domestic products with the annual coffee festival called Festicoffee, which is held in Yaoundé.
With the country coming out of lockdown, volume sales through foodservice is expected gradually recover. Before the emergence of COVID-19, on-premise coffee consumption was particularly promising, with more and more businesses opening up.
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This report originates from Passport, our Coffee research and analysis database.
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