Non-Grocery Specialists in Cameroon

PROSPECTS

The expanding middle class set to present opportunities to non-grocery specialists

Non-grocery specialists is expected to generate strong sales growth over the forecast period and this is set to be based mainly on political stability, economic development, rising income levels and the expansion of the middle class. Indeed, conspicuous consumption is becoming much more prevalent among newly affluent aspirational consumers.

The low-income majority are set to favour low-priced non-grocery retailing options

As Cameroon is a country of predominantly low-income consumers, during the forecast period, the majority of the population are expected to remain value-conscious, with low prices and value for money set to be the main priorities during the purchase decision-making process. At the same time, however, even low-income Cameroonians are becoming more aware of global trends and this means that they are also becoming more discerning and interested in fashionable items, especially in apparel and footwear.

Major global brands set to become increasingly important in non-grocery specialists

The review period saw several major global consumer electronics and consumer appliances brands opening mono-brand electronics and appliance specialist retailers in Cameroon. Samsung, LG and Huawei are the best examples of this trend as they sought to take advantage of their rising popularity in the country.

COMPETITIVE LANDSCAPE

Apparel and footwear and electronics and appliance specialist retailers dominate

Non-grocery specialists remains a channel dominated by companies and retail brands present in apparel and footwear specialist retailers on the one hand and electronics and appliance specialist retailers on the other. Among the top ten brands in non-grocery specialist in 2017 were apparel and footwear specialist retailers Zara, Camaïeu and Celio, while the remaining seven places were occupied by electronics and appliance specialist retailers such as Samsung, Afrilec, Arno, LG, Mahima Electromanger, La Paz and Alex Mobile.

Retailers catering to affluent consumers continue to outperform value-focused rivals

Prominent among the most dynamic retailers in non-grocery specialists towards the end of the review period were players that cater specifically to affluent consumers. These include Zara, Samsung, LG, Celio and Aldo.

Non-grocery specialists set to be increasingly dominated by international players

International players continue to dominate sales in non-grocery specialists. Although the vast majority of Cameroonian consumers survive on low incomes, income levels are rising, in general, across the country and people are becoming less price-sensitive.

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