Executive Summary

Mar 2019
Retailing in Cameroon continues to expand

The retail environment continued to see strong development and growth in 2018. This can mainly be attributed to the entrance of new players and the expansion of existing ones.

Changing distribution landscape is positive for retailing

The distribution landscape in Cameroon has seen major changes with the entry of modern retailers. For example, the fast growth of grocery retailers has been driven by large modern players like Carrefour Market and BAO Cash & Carry.

Domestic brands increase their visibility

The retailing landscape in Cameroon is dominated by multinationals and foreign companies. Multinationals have continued to benefit from consumer loyalty in the local market.

Open-air markets remains the key distribution channel

Open-air markets is traditionally the primary distribution channel for consumer goods in Cameroon. Consumers are familiar with open-air markets, where they can find a wide range of products at competitive prices.

Strong growth expected over the forecast period

Retailing in Cameroon is expected to develop and register strong value sales growth over the forecast period. The large and growing population provides ever-growing demand for retail products.

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Retailing in Cameroon

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing 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 Retailing industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Cameroon for free:

The Retailing in Cameroon market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic number of stores, selling space 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:

  • How big is the grocery/non-grocery/non-store channel in Cameroon?
  • Who are the leading retailers in Cameroon?
  • How is retailing performing in Cameroon?
  • What is the retailing environment like in Cameroon?
  • Which channels are winning or losing in the fight for consumers’ money?

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 Retailing market research database.

Retailing in Cameroon

EXECUTIVE SUMMARY

Retailing in Cameroon continues to expand
Changing distribution landscape is positive for retailing
Domestic brands increase their visibility
Open-air markets remains the key distribution channel
Strong growth expected over the forecast period

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Christmas and New Year
Back to School
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Cameroon

HEADLINES

PROSPECTS

Apparel and footwear specialist retailers sees steady growth
Stable economy boosts middle-income consumers’ purchasing power
Fashion-conscious urban millennials spur growth

COMPETITIVE LANDSCAPE

Competition from traditional and modern rivals
Higher import taxes drive up prices
Internet influencers boost consumer interest

CHANNEL DATA

Table 40 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 43 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Cameroon

HEADLINES

PROSPECTS

Direct selling sees further value sales growth
Internet retailing to be incorporated into direct selling
Increasing competition from health and beauty specialists

COMPETITIVE LANDSCAPE

Social media presence boosts awareness
International companies dominate the landscape
Rising health-consciousness boosts direct selling

CHANNEL DATA

Table 48 Direct Selling by Category: Value 2013-2018
Table 49 Direct Selling by Category: % Value Growth 2013-2018
Table 50 Direct Selling GBO Company Shares: % Value 2014-2018
Table 51 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 52 Direct Selling Forecasts by Category: Value 2018-2023
Table 53 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Cameroon

HEADLINES

PROSPECTS

Growing demand from women boosts growth
Social media influences performance
New retail models emerge

COMPETITIVE LANDSCAPE

International brands lead sales in retail channels
The competition intensifies for health and beauty specialist retailers
Counterfeit brands in open-air markets threaten specialist retailers

CHANNEL DATA

Table 54 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 56 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 58 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 59 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 60 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 62 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Cameroon

HEADLINES

PROSPECTS

Growing internet access through mobile phones boosts internet retailing
Busy work schedules drive internet traffic
Electronics and apparel and footwear remain the most popular items

COMPETITIVE LANDSCAPE

Jumia leads internet retailing in Cameroon
New entrants attracted by internet retailing’s potential
Players slowly move away from cash payments

CHANNEL DATA

Table 66 Internet Retailing by Category: Value 2013-2018
Table 67 Internet Retailing by Category: % Value Growth 2013-2018
Table 68 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 69 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 70 Internet Retailing Forecasts by Category: Value 2018-2023
Table 71 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Cameroon

HEADLINES

PROSPECTS

Variety stores drives mixed retailers
Enhancing the shopping experience is vital
Variety stores is set to prosper over the forecast period

COMPETITIVE LANDSCAPE

Variety stores sell international brands
Specialisation informs strategic direction
Mixed retailers offers robust growth potential over the forecast period

CHANNEL DATA

Table 72 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 75 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 76 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 77 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 78 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 79 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 80 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 82 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 84 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 86 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Cameroon

HEADLINES

PROSPECTS

Fast but slower growth in 2018
More affordable mobile devices boost prospects
Growing confidence in online shopping systems

COMPETITIVE LANDSCAPE

Social media offers development opportunities
Mobile apps facilitate online shopping
Mobile retailing’s net catches physical retailers

CATEGORY DATA

Table 88 Mobile Internet Retailing: Value 2013-2018
Table 89 Mobile Internet Retailing: % Value Growth 2013-2018
Table 90 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 91 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Cameroon

HEADLINES

PROSPECTS

Consumers seek pleasant shopping experiences in urban areas
Modern grocery retailers expand beyond city centres
Growing online presence

COMPETITIVE LANDSCAPE

Supermarkets benefits from late opening
BAO Cash & Carry influences consumer shopping experience
Private label and exclusive imports continue to gain momentum

CHANNEL DATA

Table 92 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 94 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 96 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 98 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 99 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 100 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 102 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 104 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 106 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Cameroon

HEADLINES

PROSPECTS

Traditional grocery retailers face growing challenge from modern rivals
Independents dominate traditional grocery retailing
Consumers seek an enhanced shopping experience

COMPETITIVE LANDSCAPE

Highly fragmented channel
Stronger position in rural areas
Changing shopping habits favour modern grocery retailers

CHANNEL DATA

Table 108 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023