The rate of growth in retail current value sales of sanitary protection accelerated to its fastest rate in five years during 2020, supported by a young and rapidly expanding population. The bulk distribution of sanitary towels increased during the year, with various voluntary groups donating essential items to women in both urban and rural areas in an effort to mitigate the economic effects of pandemic.
Sanitary protection is dominated by sanitary towels, due in large part to their affordability. Other forms of sanitary protection, such as tampons and panty liners, are dominated by international brands and are more expensive.
Sanitary protection in Cameroon is characterised by significant product innovation, particularly biodegradable KujaEcoPads and reusable cloth Kamerpads. This is being driven by the fact that local consumers are becoming more interested in their menstrual health and concerned about the use of chemicals in sanitary protection.
The rate of growth in retail current value sales of sanitary protection will remain robust during the forecast period, supported by both rapid growth in the number of young adult females in Cameroon and urbanisation. Increased awareness of menstrual hygiene in rural communities, partly due to the work of NGOs, will also play a role.
Direct sellers like JM Ocean and Longrich, which entered Cameroon towards the end of the review period, have a strong health and wellness positioning, offering value-added products that are marketed as being both organic and able to prevent or alleviate a host of gynaecological problems. They pose a growing competitive threat to incumbent brands, particularly for middle- and high-income consumers.
Lower-income consumers will largely remain content with economy brands like Amie, Hygienix, Sita and private label. The availability of the latter will increase as modern grocery retail banners like Carrefour and Casino expand.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Cameroon with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sanitary Protection research and analysis database.
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