Fragrances in Cameroon

PROSPECTS

Urbanisation drives growth

Ongoing urbanisation, especially in the towns of Yaoundé and Douala, which also witnessed the prominent entry of modern retail brands over the review period, drove increasing consumer awareness and interest in fragrances in 2018. These factors are expected to boost sales of fragrances over the forecast period as many consumers become increasingly sophisticated in terms of their personal image and take care to create a positive impression.

Premium brands continue to take share

Premium fragrances are anticipated to continue to take share from mass products over the forecast period, despite the positive growth achieved by mass fragrances. Although mass fragrances are attractive for lower-income urban consumers, many are not aware of mass products, regarding them as a luxury and often trade down to deodorants with strong fragrances.

Unisex fragrances more affordable

Although unisex fragrances have yet to make any major impact in Cameroon, millennials are beginning to turn to unisex fragrances, which are often less expensive than premium male and female brands whilst offering similar standards, in an effort to keep up with the Western trends they are seeing on social media and the internet. This will require increasing innovation from players to satisfy a whole new consumer segment whilst maintaining affordability, which is key.

COMPETITIVE LANDSCAPE

International brands lead fragrances; domestic players remain absent

Smart Collection and Beautimatic International led fragrances in retail value terms in 2018, closely followed by Jean Paul Rocher and Avon Products Inc. Marketing strategies aimed at the mass population have been key in the success of these players.

Counterfeit perfumes hamper growth

Counterfeit products are a serious issue in many product categories in Cameroon, and this is a particular issue for fragrances. These products tend to be obvious by key indicators such as pricing and packaging, although many consumers do not have an issue with counterfeits due to the high prices of the genuine articles.

Players compete for visibility in stores

Successful strategies focused on ensuring in-store visibility in order to attract consumers and boost sales. A considerable number of modern retail channels opened in Cameroon over the review period, which increased consumer interest in fragrances.

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