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Rising incomes and demand for Western-style foodstuffs to support sales growth
Over the forecast period, cheese is set to register positive value growth at constant 2018 prices in line with review period growth rates. This set to be based on the improving economic conditions and rising disposable incomes.
Expanding distribution likely to be the major focus of cheese brands
As modern grocery retailers continue to expand their outlet networks in major urban areas throughout the forecast period, the distribution of cheese is set to expand as well. Supermarkets already dominate sales of cheese and this is largely due to the requirement for cheese to be kept refrigerated; relatively few traditional retail outlets have refrigerated storage units, while supermarkets invariably do.
Tapping into rising demand among less affluent consumers set to be a key strategy
Over the forecast period, cheese players are expected to tap into an expanding consumer base by offering cheaper brands and a wider selection of products. The challenge is likely to be how to position cheese as a mainstream product to a consumer base that is relatively unfamiliar with it.
Groupe Bel remains the leading player in the category
France-based multinational company Groupe Bel maintained its leading position in cheese in 2017. Groupe Bel’s success is due to the widespread popularity of its key brands Kiri and La Vache Qui Rit, the company’s long-standing presence in Cameroon and its strong advertising campaigns, which have resulted in high levels of consumer awareness and confidence.
International brands remain dominant, leaving little room for local players
Cheese remains a category under the control of international brands and domestic players present little or no competition, a situation which is very likely to remain in effect throughout the forecast period. The high investment costs involved in cheese production as well as the high levels of technical expertise required to operate this type of business make it difficult for new players to enter cheese.
Premium cheese brands tend to outperform economy and standard brands due to their higher prices, although standard brands generate the highest proportion of volume terms in the category. Nevertheless, cheese is generally viewed as an expensive and non-essential packaged food product.
The outlook remains positive for drinking milk products
Value growth rates in drinking milk products over the forecast period are expected to be in line with review period value growth at constant 2018 prices. This ongoing strong performance is set to be based on improving economic conditions and strong marketing activities by the category’s leading players.
Distribution set to remain a key factor behind sales growth
The forecast period is set to see the retail distribution of drinking milk products move further towards modern grocery retailing channels, predominantly supermarkets, as modern grocery retailing chains continue to expand throughout the country. This trend is set to develop despite the key players in the category striving to capitalise on the popularity of open markets and independent small grocers to meet demand among the key low-income consumer base.
Company activity to focus on launching new products and marketing campaigns
During the forecast period, the leading players in drinking milk products are expected to seek innovative ways to support demand with new products and packaging formats whilst improving the visibility of their products. Efforts to expand demand among low-income consumers are likely to focus on smaller pack sizes.
Nestlé continues to lead drinking milk products
Nestlé maintained its leading position in drinking milk products in 2018 and the company’s success has been built on its longstanding presence in Cameroon and the high-quality image of its Nido brand. Advertising and event sponsorship have boosted the company’s loyal consumer base, while the strong presence of a wide range of products across various categories in a wide range of retail outlets underpin Nestlé’s leading position in drinking milk products.
European companies with strong international brands the main rivals to Nestlé
International brands continue to dominate sales in drinking milk products, mainly due to the focus of international players on more mature categories such as milk and powder milk, which combined account for the vast majority of sales in drinking milk products. Royal FrieslandCampina with the Peak Milk powder milk brand and Groupe Lactalis with its shelf stable milk brands Bridel, Président and Lactel are the main rivals to Nestlé and their strong positions are due mainly to their long-standing presence in Cameroon as well as their wide distribution.
Local player Camlait holds its own in a fiercely competitive category
Camlait is the strongest local player in drinking milk products, focusing mainly on milk alternatives, a category in which it dominates sales. The company’s popular range of soy-based drinks is offered under the Riverr Soy brand and it has earned a reputation for high quality and consistent availability over many years.
Yoghurt and sour milk products slated for moderate positive sales growth
Yoghurt and sour milk products is likely to continue increasing in value over the forecast period, with growth rates set to be in line with the review period in constant 2018 terms. Demand is expected to continue rising due to the improving economic conditions and the more proactive approach to marketing on behalf of the category’s key players.
Yoghurt’s healthy image set to become increasingly vital to building sales
Cameroon’s middle-income urban consumers are becoming increasingly health conscious and with yoghurt positioned as a healthy lifestyle product, during the forecast period demand is likely to be based on health and wellness attributes such as bifidus fortification, 0% fat, high fibre and natural products with low sugar. However, price is likely to remain a major influence during purchasing decisions as more sophisticated types of yoghurt tend to carry higher unit prices and are therefore unaffordable for many.
Advertising to become more important as brands seek to publicise health attributes
With sales growth likely to be based mainly on the inherent health and wellness appeal of yoghurt, the category’s leading players are expected to engage in aggressive marketing activities during the forecast period. Television, the print media and billboards are likely to be the media channels with the strongest impact on sales in the category.
Camlait continues to lead sales in yoghurt and sour milk products
Local player Camlait leads sales in yoghurt and sour milk products, followed by SOTICAM and Zott. Camlait’s success can be attributed to its longstanding presence and its extensive distribution network, which have enabled the company to ensure consistent availability for its core yoghurt brands Camlait and Jem Velouté.
Domestic companies remain dominant in yoghurt and sour milk products
Sales in yoghurt and sour milk products are dominated by local players such as Camlait and SOTICAM. In addition, new local players have recently entered the category, offering low-cost yoghurt in plastic sachets, an increasingly popular packaging format.
Camlait aims to capture demand among health-conscious consumers with Prestige
With demand for yoghurt shifting towards healthier products, Camlait has sought tap into emerging consumer trends with the 0% fat brand Prestige. This product range is available in three variants: natural, sugar-free and vanilla and all products contain bifidus friendly bacteria.
Growth to be constrained by the narrow range of products present in other dairy
Other dairy is set for moderate value growth over the forecast period, with a slowdown expected from review period growth rates at constant 2018 prices. Although better economic conditions and rising incomes are set to drive sales, the fact that demand is limited almost entirely to plain condensed milk and cream is set to place limits on the growth potential of other dairy.
Retail distribution likely to remain focused on traditional channels
The retail distribution of other dairy is dominated by traditional channels and this is largely due to the traditional status of plain condensed milk and cream, the only two products with a strong presence in the category. However, with sales expected to shift towards more novel and innovative products such as coffee whiteners and fromage frais and quark, the forecast period is likely to see supermarkets and other modern retail channels playing a more important role in the retail distribution of other dairy.
Advertising to become more important as demand becomes more sophisticated
As demand for other dairy is likely to become more sophisticated over the forecast period, the category’s leading players are expected to develop innovative ways to improve their products’ visibility. As demand is currently centred on low-income consumers, brands have so far offered smaller pack sizes to bolster demand.
Nestlé continues to lead sales of other dairy
Nestlé led other dairy with a 23% retail value share in 2017. The company benefits from its strong position in the condensed milk category and the fact that the Nestlé brand is highly popular among Cameroonian consumers due to the company’s long-standing presence in the country.
The range of brands on offer continues to widen
Towards the end of the review period, numerous companies and brands entered the category in an effort to capitalise on the widening demand for other dairy. For many years, Peak and Nestlé were the only brands available in the dominant other dairy category of condensed milk.
Standard and economy brands in control, with higher-priced brands set to emerge
Standard brands continue to generate the bulk of value sales in other dairy, while economy brands generate a relatively high proportion of volume sales. This is due to the dominance of condensed milk, a category in which standard and economy brands predominate.
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Discover the latest market trends and uncover sources of future market growth for the Dairy industry in Cameroon with research from Euromonitor's team of in-country analysts.
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The Dairy 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
Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
What is the market size of Dairy in Cameroon?
What are the major brands in Cameroon?
How has the economic downturn impacted sales performance given its staple food status?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
How are volatile farmgate prices for milk impacting retail prices and sales performance?
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Rise of the middle class fuels sales of economy and standard packaged foods
A mix of domestic and international players characterise the fragmented packaged food market
Traditional grocery retailers characterise sales, despite rise of modern grocery retailers
Packaged food set to record positive growth over the forecast period
Sales to Foodservice
Growth in sales of packaged food to foodservice, though sales remain negligible Few relationships between foodservice businesses and packaged food manufacturers Lack of infrastructure and competition limit foodservice growth
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 5 Sales of Packaged Food by Category: Volume 2013-2018 Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018 Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018 Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018 Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018 Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018 Table 11 Penetration of Private Label by Category: % Value 2013-2018 Table 12 Distribution of Packaged Food by Format: % Value 2013-2018 Table 13 Distribution of Packaged Food by Format and Category: % Value 2018 Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023 Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023 Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023 Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023
Summary 1 Research Sources
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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.