Mass beauty and personal care continued to dominate overall beauty and personal care value sales in Cameroon in 2021 as it did throughout the review period, accounting for more than three times the value sales than for premium products. Competitive pricing remained the driving force of most purchase decisions within beauty and personal care.
Despite the strong reputations enjoyed by such international brands as Beiersdorf’s Nivea among local consumers, domestic player Les Laboratoires Biopharma continued to lead mass beauty and personal care in terms of retail value share during 2021. It has an extensive range of mass beauty and personal care brands, including Rapid Clair, Sephora and Primo.
Manufacturers have invested heavily in online marketing, with for instance offering free beauty tutorials on Instagram, Facebook, Twitter and YouTube and other social media platforms. Increased internet penetration is driving growth in social media use, which is contributing to the Westernisation of local consumer tastes, particularly for young Cameroonians.
Mass beauty and personal care product will register moderate constant value growth and will register higher volume and value growth than premium beauty and personal care products. Though the outlook is broadly positive, there are potential headwinds that could dampen volume growth.
While value sales through e-commerce channels are still negligible, there is expected to be an increase in spend over the forecast period, as internet penetration increases and there are also improvements in delivery infrastructure and increased banking penetration. Key players in this space are Iziway Cameroun, Glotelho, Afribobo and Little Shop.
The controversy around skin lightening products has put the beauty of black skin into focus and many consumers will increasingly adopt a back-to-basics regime and there will be an increase in demand for organic skin care products that contain safe, natural ingredients. This could dampen value and volume growth in mass skin care products.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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