The rate of growth in retail current value sales of mass beauty and personal care slowed significantly during 2020, as COVID-19 forced many local consumers to rein in their discretionary spending. Moreover, the fact that they were spending more time at home – with some working from home – and socialising less frequently weighed on demand for many types of mass beauty and personal care, particularly fragrances and colour cosmetics.
Urbanisation and increased female labour force participation played a key role in driving growth in demand for mass beauty and personal care during the review period. With a growing number of young women enjoying at least a degree of financial independence (the average age of women at first marriage is also increasing), they have more disposable income and are choosing to spend some of it on such products as mass skin care, mass colour cosmetics and mass women’s fragrances.
Despite the strong reputations enjoyed by such international brands as Beiersdorf’s AG’s Nivea among local consumers, domestic player Les Laboratoires Biopharma SA continued to lead mass beauty and personal care in terms of retail value share during 2020. It has an extensive range of mass beauty and personal care brands, including Rapid Clair, Sephora and Primo.
The rate of growth in retail current value sales of mass beauty and personal care will accelerate during 2021 and continue to gather pace over the course of the forecast period. An anticipated post-pandemic economic rebound will play an important role in this, as consumer confidence recovers and they spend less time at home and socialise more frequently.
Cameroon’s retail infrastructure will continue to modernise during the forecast period. The likes of Carrefour, Spar and Super U are all expanding their store networks, as are beauty specialist retailers.
The internet in general, and social media in particular, will continue to grow in importance as a marketing channel for mass beauty and personal care brands in Cameroon during the forecast period. While e-commerce is currently not a significant channel for mass beauty and personal care, this could begin change, as social media networks like Facebook and Instagram increasingly look to leverage ‘social commerce’ as a way of monetising their platforms through such initiatives as Facebook Shops.
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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.
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This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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