Executive Summary

Oct 2019
PROSPECTS
As consumers question the nutritional value of food, sales of vitamins increases

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.

Cameroonians favour multivitamins that provide multiple benefits

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.

Vitamins is boosted by growing awareness of beauty and health benefits

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.

COMPETITIVE LANDSCAPE
GSK Consumer Healthcare takes the lead from Tianshi Group

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.

Price and competitive marketing strategies will shape the forecast period

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.

Fortified foods and dietary supplements are a threat to vitamins

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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Vitamins in Cameroon

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OVERVIEW

Discover the latest market trends and uncover sources of future market growth for the Vitamins 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 Vitamins industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The Vitamins in Cameroon market research report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Vitamins in Cameroon?
  • What are the major brands in Cameroon?
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Why buy this report?
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  • 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 Consumer Health market research database.

Vitamins in Cameroon - Category analysis

HEADLINES

PROSPECTS

As consumers question the nutritional value of food, sales of vitamins increases
Cameroonians favour multivitamins that provide multiple benefits
Vitamins is boosted by growing awareness of beauty and health benefits

COMPETITIVE LANDSCAPE

GSK Consumer Healthcare takes the lead from Tianshi Group
Price and competitive marketing strategies will shape the forecast period
Fortified foods and dietary supplements are a threat to vitamins

CATEGORY DATA

Table 1 Sales of Vitamins by Category: Value 2014-2019
Table 2 Sales of Vitamins by Category: % Value Growth 2014-2019
Table 3 Sales of Multivitamins by Positioning: % Value 2014-2019
Table 4 NBO Company Shares of Vitamins: % Value 2015-2019
Table 5 LBN Brand Shares of Vitamins: % Value 2016-2019
Table 6 Forecast Sales of Vitamins by Category: Value 2019-2024
Table 7 Forecast Sales of Vitamins by Category: % Value Growth 2019-2024

Consumer Health in Cameroon - Industry Overview

EXECUTIVE SUMMARY

Self-medicating, international players and a rise in healthy living shaped 2019
Health awareness boosts sales as consumers take preventative measures
Illegal medications continue to threaten value sales for consumer health
Direct sellers and chemists/pharmacies have vast distribution in Cameroon
An increase in disposable income will drive value sales over the forecast period

MARKET INDICATORS

Table 8 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 9 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 10 Sales of Consumer Health by Category: Value 2014-2019
Table 11 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 13 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

SOURCES

Summary 2 Research Sources