Rtds/High-Strength Premixes in Cameroon

PROSPECTS

RTDs/high-strength premixes is expected to register positive growth as category awareness continues to grow

RTDs/high-strength premixes recorded strong growth in 2017 as a result of a growing consumer base, stemming from increasing visibility and consumer awareness. Although this growth is likely to subside in the long run, the positive trend is expected to continue over the forecast period.

Price is likely to remain a key determinant of the category’s success

Price is likely to remain a key determinant in the category’s success, as the vast majority of consumers remain price sensitive. The key is therefore to tap into the mass market by catering to the wider audience, whilst aligning any pricing strategies with what will be offered in the marketplace.

More brands/players expected to enter the category over the forecast period

As the RTDs/high-strength premixes category evolves, incumbent players are expected to either increase their brand portfolios organically or secure additional distribution rights. In addition, with the rising trend of cocktails in Cameroon, RTDs/high-strength premixes present an alternative to freshly made cocktails with an opportunity to reduce costs, as they are more convenient and do not require a set of mixology skills.

COMPETITIVE LANDSCAPE

Local player Brasseries du Cameroun dominates in RTDs/high-strength premixes

Brasseries du Cameroun dominated RTDs/high-strength premixes in 2017 whilst Guinness Cameroon claimed the remaining volume share. Having been in Cameroon for 86 years, Les Brasseries du Cameroun owes its success to its sole brand, Booster, which comes in four different flavours: Piña Colada, Vodka Grapefruit, Whisky Cola and Gin Tonic.

Young adults drive demand for RTDs/high-strength premixes in 2017

Because spirits are not within reach for most consumers given their higher entry pricing point, RTDs/high-strength premixes are a good alternative. They have a lower pricing entry point and offer consumers the impression of having a drink with a superior taste.

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