Executive Summary

Mar 2019
PROSPECTS
Direct selling sees further value sales growth

Direct selling continued to see slower, but still fast, current value sales growth in 2018. Despite increasing maturity, direct selling continues to attract strong demand from middle- and high-income consumers.

Internet retailing to be incorporated into direct selling

Direct selling players in Cameroon are likely to enter internet retailing by creating online platforms. In this way, direct selling companies aim to provide consumers with easy access to products, which they can choose and pay for at their convenience via secure payment platforms.

Increasing competition from health and beauty specialists

Direct selling is set to see sales rise over the forecast period, despite growing competition from health and beauty specialist retailers. This is due to the increasing presence of these competitors in modern retail channels.

COMPETITIVE LANDSCAPE
Social media presence boosts awareness

The use of social media platforms by several direct selling players, such as GNLD International, Forever Living Products International and Oriflame, and their marketing agents is helping to grow consumer awareness and demand and widen distribution in Cameroon. These agents encourage consumers to request doorstep delivery and mobile payments through impulse marketing strategies.

International companies dominate the landscape

In 2018, all the direct selling companies operating in Cameroon were international players. The leading brands included GNLD, Herbalife Nutrition, Forever and Tianshi for consumer health products and Mary Kay and the new entrant Oriflame for beauty products.

Rising health-consciousness boosts direct selling

Forever, Tianshi and GNLD enjoyed fast sales development in direct selling through consumer health products. Their long-standing presence in Cameroon has steadily attracted a solid consumer base among more health-conscious middle- and high-income purchasers, who can better afford to spend beyond essential products.

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Direct Selling in Cameroon

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Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling 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 Direct Selling industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Cameroon market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic 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:

  • Who are the leading retailers in Cameroon?
  • How important is direct selling in Cameroon?
  • How is the direct selling channel being affected by the growth of internet retailing?
  • What strategies are direct sellers employing to compete in a multi-channel environment?

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 Retailing market research database.

Direct Selling in Cameroon - Category analysis

HEADLINES

PROSPECTS

Direct selling sees further value sales growth
Internet retailing to be incorporated into direct selling
Increasing competition from health and beauty specialists

COMPETITIVE LANDSCAPE

Social media presence boosts awareness
International companies dominate the landscape
Rising health-consciousness boosts direct selling

CHANNEL DATA

Table 1 Direct Selling by Category: Value 2013-2018
Table 2 Direct Selling by Category: % Value Growth 2013-2018
Table 3 Direct Selling GBO Company Shares: % Value 2014-2018
Table 4 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 5 Direct Selling Forecasts by Category: Value 2018-2023
Table 6 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Retailing in Cameroon - Industry Overview

EXECUTIVE SUMMARY

Retailing in Cameroon continues to expand
Changing distribution landscape is positive for retailing
Domestic brands increase their visibility
Open-air markets remains the key distribution channel
Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Christmas and New Year
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 7 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 8 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 9 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 10 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 11 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 12 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 13 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 14 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 17 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 19 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 21 Retailing GBO Company Shares: % Value 2014-2018
Table 22 Retailing GBN Brand Shares: % Value 2015-2018
Table 23 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 24 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 25 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 26 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 27 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 28 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 29 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 30 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 31 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 32 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 33 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 34 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 35 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 36 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 37 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 38 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 39 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 40 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 41 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 42 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 43 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 44 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 45 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources