2021 was an ever worse year than 2020 for RTDs. The on-trade dominates volume sales of RTDs, and sales through this channel continued to decline during 2021 – albeit at a more modest rate than in the previous year – due to a combination of COVID-19 restrictions and an unstable economic environment.
There are only two notable players in RTDs. Brasseries du Cameroun remained dominant in 2021 with its Booster brand, but Guinness Cameroon SA is rapidly gaining ground with its Orijin and Smirnoff brands.
Many young adults favour RTDs because their ABV is higher than beer but lower than that of spirits, and the marketing efforts of both Guinness Cameroon and Brasseries du Cameroun are heavily focused on this cohort. One of the reasons why Orijin has been so successful is that is its ABV is lower than the likes of Smirnoff Black Ice, which some younger consumers (particularly young women) consider to be too strong.
Both on- and off-trade volume sales of RTDs will begin to expand again during 2022, but total volume sales will not return to their pre-pandemic peak until 2024. With Guinness Cameroon and Brasseries du Cameroun enjoying a de facto duopoly, price competition is limited, with no economy brands on offer.
RTDs offer opportunities for domestic players, as these products may be easier to produce locally than other alcoholic drinks, particularly wine and spirits. The success of the Booster brand is evidence that companies that take the risk of entering this category can realise positive results, and this brand continues to drive sales by ensuring a wide range of flavours, which consumers in Cameroon love.
Consumer awareness of RTDs is expected to continue to increase in Cameroon over the forecast period. Millennials who frequent clubs, parties and concerts will continue to represent a particularly important consumer group for RTDs, and will support growth, as spirit-based RTDs are often promoted and sold in venues such as nightclubs.
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RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.See All of Our Definitions
This report originates from Passport, our RTDs research and analysis database.
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