Executive Summary

Feb 2019
PROSPECTS
Price competition among economy and standard brands

Different kinds of competition exist in polishes, but the major factor impacting this competition and shaping consumer behaviour is pricing. Most consumers within the low and middle income brackets are still price sensitive, hence economy and standard brands continue to dominate sales of polishes.

Growth of furniture polish to slow down

Growth in polishes is expected to slow down slightly over the forecast period, mainly owing to the increasing maturity of furniture polish. Value growth will also be constrained by high unit prices in most categories, making them unaffordable for a large proportion of the consumer base.

New housing designs and innovation will not favour polishes

Although polishes in general are enjoying good sales, some categories, like floor polishes, are not likely to see the same rate of growth over the forecast period. This is owing to the increasing trend of constructing with tiles that simply need to be cleaned with detergent.

COMPETITIVE LANDSCAPE
Kiwi remains the leading brand of shoe polish in value terms

Kiwi maintained its strong lead in shoe polishes in 2018, which helped SC Johnson & Son Inc to lead overall sales of polishes, along with its other brands. Thanks to its long presence and reputation for high quality, the brand sustained its position as the preferred option, especially in shoe polish.

International players will continue to record a strong performance

International players have a longstanding presence in the market and a reputation for good quality. This trend will continue and consumers will continue to demonstrate loyalty by trading up in various categories of polishes.

Players demonstrate a low level of innovation

Polishes is characterised by a low level of development and a lack of new products. Home care companies continue to focus their research and development resources on more dynamic and much more attractive categories.

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Polishes in Cameroon

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Cameroon with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Cameroon market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in Cameroon?
  • What are the major brands in Cameroon?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Polishes in Cameroon - Category analysis

HEADLINES

PROSPECTS

Price competition among economy and standard brands
Growth of furniture polish to slow down
New housing designs and innovation will not favour polishes

COMPETITIVE LANDSCAPE

Kiwi remains the leading brand of shoe polish in value terms
International players will continue to record a strong performance
Players demonstrate a low level of innovation

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in Cameroon - Industry Overview

EXECUTIVE SUMMARY

Home care continues to show strong growth in 2018
The changing distribution landscape is positive for home care
Competitive environment is dominated by international brands
Open markets remain the major distribution channel
Home care has very good prospects

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources