In 2019, consumer in Cameroon were questioning the nutritional value of the food they consumed. There was an increasing perception that food grown by fertilisers and food that had chemicals used on them had reduced nutritional value and were not adequate in providing essential daily vitamins and minerals.
Demand for multivitamins remained high in Cameroon, thanks to consumer appreciation for its convenience and for the varied benefits it provides. Multivitamins led value sales since consumers prefer to take one pill with several vitamins, and they trust that multivitamins is giving them the correct mix of vitamins and minerals that they need.
The growing number of middle-income earners in Cameroon continued to support the positive development of vitamins in 2019, as such consumers tend to be more health-conscious and better educated about the specific benefits of different product types. Although overall awareness of single vitamins remained low, more middle-income women started consuming single vitamins C, B and E for their perceived beauty benefits.
Large multinationals continued to dominate vitamins in Cameroon in 2019, with the presence of domestic players and private label remaining low. In 2019, GSK Consumer Healthcare led value sales, followed by 2018 leader Tianshi Group.
Most companies in vitamins did not invest significantly in new developments in 2019, with pricing remaining a much more critical factor for success than innovation or differentiation. Most vitamins were presented as effervescent tablets, capsules or syrups, with formats such as fruit-flavoured gums remaining rare.
A potential threat to the further expansion of vitamins is the growing consumption of fortified packaged food in Cameroon, which could lead some people to believe that they no longer need to supplement their diets with vitamins. Vitamins also faces competition from a wide range of dietary supplements which are similar in terms of its positioning, nutritional benefits and methods of consumption.
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This industry report originates from Passport, our Consumer Health market research database.