Only the spirit-based RTDs category is active in Cameroon, and this product area saw significant negative growth in 2020 as on-trade purchases slumped following the implementation of social distancing measures in the country. Even as restrictions were eased in 2020, the relationship between the health of the immune system and obesity on the severity of COVID-19 for those who contract the disease resulted in many consumers switching to alternatives such as non-alcoholic beer.
In 2020, due to the closure of some on-trade channels and the strict social distancing regulations that limited consumption opportunities in horeca outlets for much of the year, on-trade sales registered a dramatic decline compared to 2019. RTDs are sold mostly through on-trade channels were negatively impacted by the COVID-19 pandemic in 2020.
Brasseries du Cameroun’s dominance is thanks to the success of its Booster spirit-based RTD brand, which is available in four variants: Piña Colada, Vodka Grapefruit, Whisky Cola and Gin Tonic. Booster appeals to young adults who have a taste for liqueurs or spirit-based drinks, while lacking the high alcohol content of spirits.
Over the forecast period, continuous new product development combined with economy prices will continue to ensure the success of RTDs in Cameroon. The prices of Booster and Smirnoff brands in Cameroon are expected to remain affordable, as the majority of consumers in the country are price sensitive; particularly the younger consumers that make up the target consumer base for products in this category.
Consumer awareness of products in RTDs is expected to continue to increase in Cameroon over the forecast period, which will drive continued on-trade and off-trade growth from 2022. 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.
Consumer awareness of products in this immature category remained low at the end of the review period. Brands such as Booster and Smirnoff Ice succeeded mainly because they have highly trusted owners, which have attracted consumers as a result of high levels of investment in promotion and product innovation.
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This report originates from Passport, our RTDs research and analysis database.
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