Mass Beauty and Personal Care in Cameroon

PRE-COVID-19 PERFORMANCE

Lower price points and consumer loyalty help drive continued growth for mass products

Mass beauty and personal care continued to record stable current value growth in 2019 on the back of the lower price points for these products as well as consumer loyalty towards them. In addition, rising consumer purchasing power and confidence has enabled more consumers in lower- and middle-income groups to go beyond buying necessities to following fashion trends and indulging their taste for more sophisticated products.

Young millennials and females driving growth

Key factors in the growth of mass beauty and personal care are the rising the urban and employed female populations. Women will increasingly seek mass skin care, mass colour cosmetics and mass women’s fragrances.

Les Laboratoires Biopharma continues to lead; new players like LANA Bio Cosmetics appearing

Despite the strong positions of individual international brands, the domestic player Les Laboratoires Biopharma continued to lead mass beauty and personal care in 2019. It offers an extensive range of brands in some of the key categories in mass beauty and personal care, including Rapid Clair, Sephora and Primo.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are now expected to grow by 2% in 2020 at constant 2019 prices in light of the impact of COVID-19. This represents a slowdown in growth from the previous year.

Affected products within mass beauty and personal care

All mass beauty and personal care products will record worse value sales performances in 2020 than they did in 2019, with the overall market negatively affected by the social and economic uncertainty that has followed in the wake of the COVID-19 pandemic. With the cleaning and hygiene properties of many of its products, mass bath and shower will see one of less marked slowdowns in value growth between 2019 and 2020.

Recovery and opportunities

After the slowdown in value growth in 2020, mass beauty and personal care will record a slightly stronger performance in 2021, before returning to annual growth rates from 2022 that will be closer to those being recorded towards the end of the review period. Among the more dynamic categories helping to drive overall growth in the mass segment will be mass deodorants, mass skin care, mass baby and child-specific products and mass bath and shower.

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