The retail landscape in Cameroon witnessed some key developments towards the end of the review period with the entrance of retailers such as Carrefour Market. These retailers took advantage of increasing urbanisation to boost sales of domestic and international brands in hair care.
Women increasingly demonstrated a declining tendency to rationalise their spending on hair care products. Thus, urban sales experienced a boost in 2018 as working women used their growing financial independence to purchase higher-quality hair care.
The nappy hair style trend created an emerging consumer base which is set to grow over the forecast period. The style has a number of variants, but basically revolves around wearing the hair high on the head and emphasising the natural curls, with little hair hanging down.
International brands continued to dominate home care in Cameroon in 2018, despite their relatively high prices, thanks to the rapid expansion of modern retail outlets, such as supermarkets, in the major cities in the country. This trend is set to strengthen with new shopping centres being constructed in Douala and Yaoundé and enable these brands to be visible to a growing number of shoppers.
The leading players in hair care all thrived by using celebrity endorsements. Players such as L'Oréal Groupe enjoyed significant sales to young consumers wishing replicate the styles and looks of their favourite celebrities on media displays.
With strong penetration and emerging products and developments expected in the retail landscape over the forecast period, sales of hair care products are set to grow stronger. Increasing levels of urbanisation and high consumer awareness are likely to influence many consumers to trade up to standard and premium hair care products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.