Mass Beauty and Personal Care in Cameroon

PROSPECTS

A positive performance is expected over the forecast period

Mass beauty and personal care is set to register a positive performance over the forecast period. This growth will be supported by the fact that the vast majority of Cameroonians are on low incomes.

New product developments are expected over the forecast period

Les Laboratoires Biopharma introduced a range of body mists with a matching body lotion in the last quarter of 2017. They retail for XAF2,600 and XAF1,600 respectively.

The rise of male grooming

Unlike in the past, when men used to be limited to only a few products, it is anticipated that this consumer group will get the attention it deserves in the forecast period, as men are increasingly paying attention to their grooming habits. From after-shave made from essential oils or containing soothing properties to long-lasting antiperspirants or deodorants, they will have more products available which do not necessarily break the bank.

COMPETITIVE LANDSCAPE

Les Laboratories Biopharma leads mass beauty and personal care

Despite the presence of multiple international players, Les Laboratoires Biopharma led mass beauty and personal care in value terms in 2017, followed by SoftSheen-Carson Laboratories and Unilever Group. Les Laboratoires Biopharma’s success comes from its strategy of focusing on low- to middle-income consumers, who represent the vast majority of customers.

Local players focus on niches, whilst international players have a broader approach

Unilever Group has been able to make a dent across several categories with its key brands, such as Dove, Lux, Rexona and Axe, to list a few. Thus, its wide brand portfolio and long-established presence are its strong points.

Lack of knowledge makes mass consumers more prone to buy illicit products

Mass body care saw the fastest current value growth in 2017. This is understandable when looking at the economic situation of the customer base, and the fact that these consumers will tend to spend on essential items.

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