Mass beauty and personal care recorded stable retail value growth in 2018 due to a boost in consumer purchasing power and confidence. More consumers in lower- and middle-income groups went beyond buying necessities to following fashion trends and indulging their taste for more sophisticated products with claims such as combating ageing, and creating fairer and spotless skin.
Mass skin care recorded above-average retail value growth over the review period, driven by urbanisation and a growing young population heavily influenced by social media and enjoying strong purchasing power. Younger people are more interested in these products as they are looking to boost their confidence and appear fashionable, even to the extent of following aggressive trends of skin lightening.
Despite the expected growth of men’s fragrances over the forecast period as men become increasingly conscious of the image they project, particularly young, urban males, growth is set to continue to be driven by women. A key factor in the growth of mass beauty and personal care over the forecast period will be the rise of the urban and employed female population.
International brands continued to lead mass beauty and personal care in 2018 due to their comparative advantages in terms of production costs and strong distribution within retail channels in Cameroon. Brands such as Organics-Olive, Dark & Lovely and Dove enjoy strong consumer loyalty.
Despite the strong positions of individual international brands, the domestic Les Laboratoires Biopharma retained the overall lead in mass beauty and personal care in 2018. The player offers an extensive range of brands in some of the key categories in mass beauty and personal care, including Rapid Clair, Sephora and Primo.
Local players became increasingly prominent in mass beauty and personal care towards the end of the review period. In part, this was a result of their efforts to target the upper-end of the mass category, which is emerging strongly on the back of increasing demand from young urban professionals.
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