Executive Summary

Feb 2019
PROSPECTS
Recent retail landscape changes boost surface care

The recent retail landscape in Cameroon has witnessed some key developments, with the entrance of retailers like Carrefour Market. These retailers have taken advantage of increasing urbanisation to boost sales of domestic and international brands in surface care.

Consumers trade up from powder detergents to surface care products

Surface care increased its penetration in Cameroon over the forecast period. This is an emerging category, which is set to grow along with consumer demand and the availability of these products.

Fragrance, and convenience will be considerable selling points

Amidst the innovation observed in home care, players are likely to seek creative options in product differentiation to remain competitive. The consumer base is expected to grow as young working class consumers will be attracted to products that reduce cleaning time in modern housing facilities in the bigger cities.

COMPETITIVE LANDSCAPE
International brands remain dominant in the category in 2018

International brands continue to dominate surface care in Cameroon, despite their relatively high prices, thanks to the rapid expansion of modern retail outlets, such as supermarkets, in the major cities in the country. This trend is set to strengthen, with the announcement of new malls being constructed in Douala and Yaoundé.

Leading players offer mostly standard surface care products

The leading players in the market have thrived on the basis of sales of standard priced products. Although premium products are present, they mostly cater to the needs of higher income earners, and have a low share of volume sales.

Value sales set to keep growing over the forecast period

With a highly penetrated and emerging market, and new developments expected in the retail landscape, sales of surface care products are set to grow strongly. The rising levels of urbanisation, along with increasing consumer awareness, are likely to influence many consumers to trade up to surface care products, contributing to dynamism in term of growth.

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Surface Care in Cameroon

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Cameroon with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Cameroon market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Cameroon?
  • What are the major brands in Cameroon?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Cameroon - Category analysis

HEADLINES

PROSPECTS

Recent retail landscape changes boost surface care
Consumers trade up from powder detergents to surface care products
Fragrance, and convenience will be considerable selling points

COMPETITIVE LANDSCAPE

International brands remain dominant in the category in 2018
Leading players offer mostly standard surface care products
Value sales set to keep growing over the forecast period

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Cameroon - Industry Overview

EXECUTIVE SUMMARY

Home care continues to show strong growth in 2018
The changing distribution landscape is positive for home care
Competitive environment is dominated by international brands
Open markets remain the major distribution channel
Home care has very good prospects

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources