Wine in Cameroon

PRE-COVID-19 PERFORMANCE

Off-trade purchases account for greatest proportion of sales, lack of domestic wine production hinders local players

In Cameroon wine is mainly purchased for consumption at home, either to entertain visitors or as an accompaniment to meals. Even some of the wine sold to customers in on-trade establishments is sourced from retail outlets.

South African wine gains traction following tasting sessions

Wine is characterised by imported products, especially French wine from Bordeaux. Widely available, such products are appreciated for their taste.

Groupe Focali invests in promotion of Grand Sud

Towards the end of the review period Groupe Focali, a major player in imported alcoholic drinks, increased its promotion of Grand Sud Wine brands using large and small billboards within the city of Douala. These hoardings became ubiquitous throughout the city.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of wine are expected to fall by 2% in 2020 in light of the impact of COVID-19. This compares to an expected 8% rise forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Affected products within wine

As the majority of wine sales are made in off-trade channels for home consumption, the category has been less affected by COVID-19 than others, such as beer, whose consumption is highly social in on-trade establishments, and spirits, which tend to be higher priced. As a result, while the growth rates of most categories are expected to be lower in 2020 than in the previous year, most will maintain positive performances.

Recovery and opportunities

The off-trade channel is set to record a strong performance over the forecast period, given the wide availability of wine in retail outlets, and product familiarity among consumers. Aggressive marketing tactics are expected to be implemented by wine players, resulting in the category’s recovery in the post-pandemic environment.

Files are delivered directly into your account within a few minutes of purchase.