Fragrances in Cameroon

PRE-COVID-19 PERFORMANCE

Premium brands continue to take share from mass products

Premium fragrances are expected to continue to take share from mass products over the forecast period, despite the positive growth still being seen 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.

Counterfeit perfumes hamper retail sales 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.

International brands lead fragrances; domestic players remain absent

Smart Collection and Beautimatic International led fragrances in retail value terms in 2019, followed by Jean Paul Rocher, Mirato and Avon Products Inc. Marketing strategies aimed at the mass consumer segment have been key in the success of these players.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to grow by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 5% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Despite the possible trend towards lower-priced products during the pandemic, both mass and premium fragrances are expected to experience similar slowdowns from their previously expected growth rates in 2020. Premium fragrances will also continue to outpace mass fragrances in terms of value growth in 2020.

Recovery and opportunities

Fragrances is expected to slightly underperform the growth rates predicted for the forecast period during research conducted at the end of 2019 before the spread of COVID-19 for a few more years after 2020, finally moving back into line with them in 2023 and 2024. Premium fragrances will continue to gain share throughout the forecast period, although, it should be stressed, that mass fragrances will still account for three quarters of total retail value sales by the end of the forecast period.

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