Deodorants performed well from a small base over the review period. Retail value growth in 2018 was higher than the period’s average, driven by urbanisation and a growing young population which is increasingly engaged in formal employment.
Deodorant sprays remained the largest format in deodorants in 2018 and drove value growth. This was partly due to claims by players including no stains and 24-hour protection.
Despite rising and stable middle-class incomes, deodorants has yet to break out from its limited base of users. Usage has remained stubbornly low despite strong growth due to a lack of affordability and awareness.
The competitive landscape of deodorants in Cameroon is generally characterised by multinationals, which benefit from strong consumer loyalty. However, over the review period Les Laboratoires Biopharma achieved the strongest performance among domestic players in skin care and deodorants.
International players led deodorants in Cameroon in 2018 due to their long-standing presence in the country and high levels of consumer awareness. Unilever Group led, followed by Beiersdorf, Lascad Ushuaia and The Gillette Co.
Distribution channels reflected a certain polarisation in consumption of deodorants in 2018. Outdoor markets remained the most popular destination for purchasing deodorants.
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This industry report originates from Passport, our Beauty and Personal Care market research database.