Yoghurt and sour milk products is likely to continue increasing in value over the forecast period, with growth rates set to be in line with the review period in constant 2018 terms. Demand is expected to continue rising due to the improving economic conditions and the more proactive approach to marketing on behalf of the category’s key players.
Cameroon’s middle-income urban consumers are becoming increasingly health conscious and with yoghurt positioned as a healthy lifestyle product, during the forecast period demand is likely to be based on health and wellness attributes such as bifidus fortification, 0% fat, high fibre and natural products with low sugar. However, price is likely to remain a major influence during purchasing decisions as more sophisticated types of yoghurt tend to carry higher unit prices and are therefore unaffordable for many.
With sales growth likely to be based mainly on the inherent health and wellness appeal of yoghurt, the category’s leading players are expected to engage in aggressive marketing activities during the forecast period. Television, the print media and billboards are likely to be the media channels with the strongest impact on sales in the category.
Local player Camlait leads sales in yoghurt and sour milk products, followed by SOTICAM and Zott. Camlait’s success can be attributed to its longstanding presence and its extensive distribution network, which have enabled the company to ensure consistent availability for its core yoghurt brands Camlait and Jem Velouté.
Sales in yoghurt and sour milk products are dominated by local players such as Camlait and SOTICAM. In addition, new local players have recently entered the category, offering low-cost yoghurt in plastic sachets, an increasingly popular packaging format.
With demand for yoghurt shifting towards healthier products, Camlait has sought tap into emerging consumer trends with the 0% fat brand Prestige. This product range is available in three variants: natural, sugar-free and vanilla and all products contain bifidus friendly bacteria.
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This industry report originates from Passport, our Packaged Food market research database.