Depilatories in Cameroon

PROSPECTS

Hair removers/bleaches become more popular

Depilatories in general have a small consumer following in Cameroon, with expatriates and Cameroonians who have lived abroad representing the main user base. These consumers are aware of these products, unlike most Cameroonians, and are expected to remain the main users over the forecast period.

Women’s razors and blades to grow

Women’s razors and blades is expected to continue to develop from its small base over the forecast period. These products are mainly used for intimate hair removal.

Lack of strong promotion for hair removers/bleaches

A lack of strong promotion also accounts for the slow growth in the hair remover/bleaches category.

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group leads retail value sales due to its strong position in hair removers/bleaches

Reckitt Benkiser’s Veet continued to enjoy the highest retail value sales in depilatories in 2018 due to the high average unit price of hair removers/bleaches in comparison to women’s razors and blades. The brand is widely available across channels and enjoys strong consumer loyalty among those who use these types of products.

New product developments

New entrants in depilatories in 2018 included Sivoderm by SIVOP and Byphasse by BYPHASSE. These two brands are positioned at lower prices than the popular Veet Hair Removal and S’nonas brands in hair removers/bleaches, being almost half the price of the leading brands.

Limited presence of domestic players and promotional support

The obvious absence of domestic players in depilatories may also account for the low retail value sales in the category. At the end of the review period, all brands were imported, with no known local production.

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