Both on-trade and off-trade volume sales of spirits declined during 2020 due to COVID-19 restrictions and the economic shock they engendered, with the former plunging by more than a quarter. While 2021 brought a strong recovery in off-trade demand (with volume sales exceeding their 2019 level), on-trade volume sales saw a much more modest recovery and remained well below their pre-pandemic peak.
Diageo Plc continued to lead in spirts during 2021, but second-placed Fermencam SA significantly narrowed the gap to it over the course of the review period. The latter’s brand portfolio includes Lion d'Or whisky, Gold Bond, Louis d'Or brandy and Mangoustan's Rhum.
In general, local consumers associate well-known imported brands with higher quality. This puts local players at a significant disadvantage, which they seek to alleviate with competitive pricing, strong distribution and promotional activities.
On-trade volume sales of spirits will continue to recover but will not exceed their pre-pandemic peak until 2025. Apart from the easing of pandemic restrictions and more stable economic conditions, on-trade demand will be boosted the proliferation of so-called snack bars in Cameroon.
Contraband sales of spirits could boom over the forecast period, as the government is proposing to raise excise duties on spirits. Contraband already represents a significant issue for legitimate spirits sales, and increased excise duties will contribute to higher prices.
Over the forecast period, improvements to the distribution networks of modern grocery retailers are expected to support continued growth in off-trade volume sales of spirits. As supermarkets and modern drink specialists expand their presence throughout Cameroon, so products in spirits will become more widely available to local consumers.
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Understand the latest market trends and future growth opportunities for the Spirits 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 is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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