Beauty and Personal Care in Cameroon
Report Summary
Sales of beauty and personal care on the rise
Beauty and personal care in Cameroon performed well in 2010. The general improvement in demand for
beauty and personal care products was primarily due to the recovery of Cameroon’s economy, with
growth in consumer confidence and rising disposable incomes encouraging Cameroonians to buy beauty
and personal care products more frequently whilst also trading up to more expensive brands. Growth in
the numbers of teenagers and young adults in the country also had a positive impact on demand for
cosmetic products, particularly in hair care and colour cosmetics.
Growing focus on grooming increases consumer interest
There is a growing consumer interest for beauty and personal care products in Cameroon. Middle-
income and high-income consumers in the country’s urban areas, particularly young adults and
professionals, continue to place more emphasis on personal grooming, with many viewing a well-
groomed appearance as helpful to their career success. During 2010, this growing interest supported
good performances in fragrances, oral hygiene, men’s grooming and skin care.
Multinationals continue to dominate beauty and personal care
Unilever, L’Oréal and Beiersdorf continued to account for the majority of value sales in Cameroon
Beauty & Personal CareMmarket during 2010. However, while multinational companies continue to
dominate in deodorants, fragrances, colour cosmetics and men’s grooming items, domestic
manufacturers remained significant players in skin care, baby care and bath and shower, particularly in
bar soap.
Beauty specialist retailers are gaining consumers’ confidence
Fuelled by the rising importance of the need to look good, increasing demand and a huge potential for
further growth in beauty and personal care, beauty specialist retailers have exploded, with new outlets
appearing by the hundreds at strategic locations in Cameroon’s major cities and towns over the second
half of the review period. Beauty specialist retailers are benefiting from the increased loyalty of
Cameroonian consumers because of the extended product lines, which now encompasses a wide variety
of both premium and mass brands and the presence of in-store beauty counsellors, who are on hand to
advise customers as to which product is the best option for them. However, while grocery retailers such
as supermarkets/hypermarkets and mixed retailers remain important distribution channels for beauty
and personal care products, these channels are handicapped by their limited outlet numbers. With the
huge market coverage and close proximity of outlets to residential neighbourhoods, independent small
grocery retailers also remain important in the distribution of mass beauty and personal care products,
while direct sales is also gaining interest among Cameroonian consumers.
Significant growth expected throughout the forecast period
The prospects for beauty and personal care products are set to remain positive in Cameroon throughout
the forecast period as further improvements in the Cameroonian economy expected to support steady
growth in constant value sales. Population growth, new product launches and the marketing activities of
leading players will also have a positive impact on the performance of beauty and personal care in
Cameroon during the forecast period. One of the most important trends will be the high growth
expected in the number of young middle income consumers in Cameroon as this consumer group tends
to be more westernised and therefore more likely to buy beauty and personal care products on a
regular basis.
TABLE OF CONTENTS
Beauty and Personal Care in Cameroon - Industry Overview
EXECUTIVE SUMMARY
Sales of beauty and personal care on the rise
Growing focus on grooming increases consumer interest
Multinationals continue to dominate beauty and personal care
Beauty specialist retailers are gaining consumers’ confidence
Significant growth expected throughout the forecast period
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2005-2010
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010
Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010
Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010
Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010
Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010
Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010
Table 8 Penetration of Private Label by Category 2005-2010
Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010
Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010
Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015
Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015
Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015
Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Beauty and Personal Care in Cameroon - Company Profiles
Biopharma in Beauty and Personal Care (Cameroon)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 3 Biopharma: Production
COMPETITIVE POSITIONING
Summary 4 Biopharma: Competitive Position 2010
Parfumerie Evaka Sarl in Beauty and Personal Care (Cameroon)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
INTERNET STRATEGY
PRIVATE LABEL
COMPETITIVE POSITIONING
Parfumerie Gandour Cameroun in Beauty and Personal Care (Cameroon)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Parfumerie Gandour Cameroun: Competitive Position 2010
Sipca Cameroun in Beauty and Personal Care (Cameroon)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 10 Sipca Cameroun: Production
COMPETITIVE POSITIONING
Summary 11 Sipca Cameroun: Competitive Position 2010
Baby Care in Cameroon - Category Analysis
HEADLINES
TRENDS
Rising health awareness due to the influence of satellite television and rising incomes continued to have
a positive effect on sales of baby care in Cameroon during 2010. The rising number of young families
with two working parents and the stronger interest in Western lifestyles combined with the increase in
the campaigns of hospitals and health centres to provide pre-natal and ante-natal care to pregnant and
nursing mothers to result in baby care registering impressive growth during 2010. This growth was
supported by Biopharma’s Moby Bébé, Kidou Bebe and the well-known Bebe Hygiene of Vital Cosmetics,
as well as widespread advertising in major hospitals and on satellite television channels. Klorane Bebe
was widely distributed directly to households at discounted prices by direct sellers.
COMPETITIVE LANDSCAPE
Beiersdorf led sales in baby care in Cameroon during 2010, accounting for 19% of total retail value sales
in 2010 thanks to the strong brand equity created by its umbrella brand Nivea. The popularity of the
Nivea brand among Cameroon’s high income consumers is spreading to Cameroon’s burgeoning middle
class and Nivea products benefit from the best shelf positioning in many Cameroonian retail outlets.
However, domestic baby care brands are increasingly gaining acceptance as the reputation of foreign
brands suffers badly from counterfeiting. Equally, due to the low profit margins on offer for stocking
products under the Nivea brand and other foreign brands, the majority of Cameroons’ baby care
retailers are steadily increasing their stock of domestic products.
PROSPECTS
Baby care is expected to register rapid growth in Cameroon over the forecast period due to rising birth
rates and the country’s improved economic prospects. Growth in baby care should also be supported by
growing awareness of baby care products, backed by the rising popularity of satellite television and the
ongoing educational campaigns which are being championed by leading domestic players.
CATEGORY DATA
Table 15 Sales of Baby Care by Category: Value 2005-2010
Table 16 Sales of Baby Care by Category: % Value Growth 2005-2010
Table 17 Baby Care Premium Vs Mass % Analysis 2005-2010
Table 18 Baby Care Company Shares 2006-2010
Table 19 Baby Care Brand Shares by GBN 2007-2010
Table 20 Baby Care Premium Brand Shares by GBN 2007-2010
Table 21 Forecast Sales of Baby Care by Category: Value 2010-2015
Table 22 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015
Bath and Shower in Cameroon - Category Analysis
HEADLINES
TRENDS
Bath and shower increased in value by 7% in 2010 as the category remained dominated by the success
of several new varieties of bar soap which flooded Cameroon during the year. Bar soap remains the only
bath and shower category which is widely distributed across Cameroon and is therefore found in the
majority of Cameroonian households. However, the trend of using shower gels and other bath and
shower liquids is slowly picking up pace in Cameroon due to the booming catering and hotel industry
and the increasing number of modern houses in major cities such as Douala and Yaoundé. Growth in
bath and shower over the review period was supported by several product varieties in bar soap, the
rising general awareness of bar soap and the shift in consumer preference as a result of increased
exposure to foreign satellite television channels.
COMPETITIVE LANDSCAPE
During 2010, the combined value share of the five leading bath and shower players in Cameroon was
36%. The increasing availability of bar soap from Asia has made it difficult for the leading bath and
shower brands to increase their value shares during 2010. However, Unilever remained the
undisputable leader in bath and shower with a 14% value share in 2010 due to its multi-umbrella brand
strategy, it aggressive marketing strategy and its position as the sole distributor of three major premium
brands Lux, Dove and Rexona.
PROSPECTS
The prospects for bath and shower in Cameroon remain positive for the forecast period. Growth in bath
and shower over the forecast period is expected to be fuelled by the growing consumer base for these
products. On the supply side, growth will be fuelled by greater product choice as more varieties of
products will become available, making bath and shower products accessible to more Cameroonians
from all walks of life.
CATEGORY DATA
Table 24 Sales of Bath and Shower by Category: Value 2005-2010
Table 25 Sales of Bath and Shower by Category: % Value Growth 2005-2010
Table 26 Bath and Shower Premium Vs Mass % Analysis 2005-2010
Table 27 Bath and Shower Company Shares 2006-2010
Table 28 Bath and Shower Brand Shares by GBN 2007-2010
Table 29 Bath and Shower Premium Brand Shares by GBN 2007-2010
Table 30 Forecast Sales of Bath and Shower by Category: Value 2010-2015
Table 31 Forecast Sales of Bath and Shower by Category: % Value Growth 2010-2015
Table 32 Forecast Bath and Shower Premium Vs Mass % Analysis 2010-2015
Colour Cosmetics in Cameroon - Category Analysis
HEADLINES
TRENDS
Colour cosmetics increased in value by 7% during 2010 as value sales increased to CFAF10.7 billion. This
positive growth was mainly due to the increasing awareness and wider presence of beauty specialist
retailers as well as the growing number of the women among the Cameroonian workforce, many of
whom are now able to spend more freely on beauty and personal care.
COMPETITIVE LANDSCAPE
Beltapharm SpA led colour cosmetics in Cameroon during 2010 with a 9% value share. The company’s
current product range features super-premium products which are targeted towards high-income
consumers. Its leading brand is Fashion Fair, which is highly popular among Cameroon’s working women
and maintains a strong brand identity and an excellent reputation for high quality products.
PROSPECTS
Growth in colour cosmetics is expected to remain positive during the forecast period, with a constant
value CAGR of 5% projected as the Cameroonian economy is anticipated to continue recovering
strongly. This positive growth will be supported by high growth in foundation, nail products and lip gloss,
which will represent the main drivers of growth in the category throughout the forecast period.
CATEGORY DATA
Table 33 Sales of Colour Cosmetics by Category: Value 2005-2010
Table 34 Sales of Colour Cosmetics by Category: % Value Growth 2005-2010
Table 35 Colour Cosmetics Premium Vs Mass % Analysis 2005-2010
Table 36 Colour Cosmetics Company Shares 2006-2010
Table 37 Colour Cosmetics Brand Shares by GBN 2007-2010
Table 38 Colour Cosmetics Premium Brand Shares by GBN 2007-2010
Table 39 Forecast Sales of Colour Cosmetics by Category: Value 2010-2015
Table 40 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2010-2015
Table 41 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2010-2015
Deodorants in Cameroon - Category Analysis
HEADLINES
TRENDS
Increasing Westernisation and the growing affordability of deodorants encouraged an increasing
number of Cameroonian consumers to begin using deodorants on a regular basis during the forecast
period. The growing number of women in the Cameroonian workforce—many of whom have recently
become economically empowered as a result—continued to drive the sales of deodorants during 2010.
Improvements in distribution and marketing campaigns for popular deodorant brands also contributed
to the positive current value growth recorded in deodorants during 2010.
COMPETITIVE LANDSCAPE
The Gillette Co group continued to lead deodorants in Cameroon during 2010. The success of Gillette
can be attributed to its aggressive marketing and advertising strategies as well as its first-mover
advantage, which have combined to great effect as the company’s brands appeal to a large number of
Cameroonian consumers. Gillette remains the undisputed leader in deodorants with a 17% value share
in 2010.
PROSPECTS
Deodorants is set to increase in constant value at a CAGR of 5% over the forecast period. A number of
factors will be responsible for this positive growth, including the growing acceptance of deodorants for
daily use as the Westernisation of consumer habits continues to build in Cameroon.
CATEGORY DATA
Table 42 Sales of Deodorants by Category: Value 2005-2010
Table 43 Sales of Deodorants by Category: % Value Growth 2005-2010
Table 44 Deodorants Premium Vs Mass % Analysis 2005-2010
Table 45 Deodorants Company Shares 2006-2010
Table 46 Deodorants Brand Shares by GBN 2007-2010
Table 47 Deodorants Premium Brand Shares by GBN 2007-2010
Table 48 Forecast Sales of Deodorants by Category: Value 2010-2015
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2010-2015
Table 50 Forecast Deodorants Premium Vs Mass % Analysis 2010-2015
Depilatories in Cameroon - Category Analysis
HEADLINES
TRENDS
The low level of demand for depilatories in Cameroon reflects the fact that body hair removal is not a
major issue for the majority of Cameroonian women as they tend not to be particularly hirsute or hairy.
Cultural reasons are also behind the limited demand for depilatories in Cameroon. The ongoing
popularity of traditional clothing and dress in some areas of the country continues to negatively affect
sales of depilatories. Traditional dressing continues to dominate in the majority of Cameroon’s rural
areas as well as in some urban areas. Traditional clothing for Cameroonian women covers the entire
body and consequently there is little or no reason for depilatories. Furthermore, some traditional
cultures in Cameroon forbid middle-aged women from wearing short skirts and dresses which would
expose their legs.
COMPETITIVE LANDSCAPE
Arom SA maintained its leading position in depilatories in Cameroon during 2010, controlling a
significant 29% value share, largely thanks to the growing acceptance of its Sonas brand among high-
income urban consumers. The brand remained dominant on the shelves of major beauty specialist
retailers and some supermarkets/hypermarkets. In addition, Arom SA accounted for 40% of total value
sales in hair removers/bleaches. However, The Gillette Co is the only company to maintain a consistent
and widespread distribution network for its women’s razors and blades, although even this company’s
presence is limited to the largest cities in Cameroon.
PROSPECTS
As the ongoing Westernisation of Cameroonian consumer habits continues—particularly in terms of
fashion apparel as increasing numbers of Cameroonian people move away from traditional clothing
towards Western clothes, which tend to show more of the legs—depilatories are expected to enjoy
good growth prospects over the forecast period.
CATEGORY DATA
Table 51 Sales of Depilatories by Category: Value 2005-2010
Table 52 Sales of Depilatories by Category: % Value Growth 2005-2010
Table 53 Depilatories Company Shares 2006-2010
Table 54 Depilatories Brand Shares by GBN 2007-2010
Table 55 Forecast Sales of Depilatories by Category: Value 2010-2015
Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2010-2015
Fragrances in Cameroon - Category Analysis
HEADLINES
TRENDS
During 2010, fragrances in Cameroon recovered well from the negative effects of the global economic
slowdown. As disposable incomes in Cameroon continued to rise, increasing numbers of Cameroonian
consumers were able to afford fragrances, while existing fragrance users were encouraged to trade up
to more expensive brands. Advertising on satellite television, new product launches and improvements
in fragrances distribution also contributed to the positive development of the category during 2010.
COMPETITIVE LANDSCAPE
Unilever Group remain in the leading companies thanks to the rising demand for the Calvin and Eternity
brands, both of which maintain prominent shelf positioning in major retail channels including
supermarkets/hypermarkets. The brands appeal to the majority of Cameroonians due to their affordable
pricing. These brands also continue to benefit from the ongoing expansion of Unilever’s distribution
network into towns and cities across Cameroon.
PROSPECTS
The future for fragrances in Cameroon looks promising. Ongoing increases in the working population,
especially working women, and the growing general awareness of fragrances are set to combine with
strong promotional strategies by direct sales agents and rising exposure to fragrances through satellite
television to boost demand over the forecast period. As a result, fragrances is expected to continue
increasing in volume and value during the forecast period.
CATEGORY DATA
Table 57 Sales of Fragrances by Category: Value 2005-2010
Table 58 Sales of Fragrances by Category: % Value Growth 2005-2010
Table 59 Fragrances Company Shares 2006-2010
Table 60 Fragrances Brand Shares by GBN 2007-2010
Table 61 Forecast Sales of Fragrances by Category: Value 2010-2015
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2010-2015
Hair Care in Cameroon - Category Analysis
HEADLINES
TRENDS
Hair care increased in value by 7% in 2010 three percentage points higher than the 4% current value
growth recorded during 2009. This general improvement in growth was primarily due to the ongoing
positive effects of the recovery in Cameroon’s economy as growing consumer confidence and rising
disposable incomes encouraged more Cameroonians to purchase hair care products more frequently
and trade up to more expensive hair care brands. Growth in the numbers of teenagers and young adults
in the country also had a positive impact on demand for hair care products during 2010.
COMPETITIVE LANDSCAPE
Unilever partnered with high street cosmetic and beauty specialist shops in cities such as Douala and
Yaoundé with dedicated delivery vans now delivering Unilever hair care products on weekly basis. The
popularity of Unilever’s Dove brand continued to benefit from the company’s umbrella marketing
campaign and its improved distribution across Cameroon. The company also benefited from expanding
its distribution through variety stores towards the end of the review period.
PROSPECTS
The prospects for hair care in Cameroon remain positive for the forecast period. Both domestic and
international players will continue to strategically position their products so as to create brand loyalty
and thereby retain customers while creating product niches that will serve to reduce the intensity of
competition. As demand for hair care continues to rise among Cameroon’s middle class and working
class consumers, major hair care brands will continue to become increasingly important for
Cameroonian consumers as there is still a significant risk associated with buying hair care products
under lesser-known product lines and a certain reluctance among consumers to switch from their
favourite hair care brands.
CATEGORY DATA
Table 63 Sales of Hair Care by Category: Value 2005-2010
Table 64 Sales of Hair Care by Category: % Value Growth 2005-2010
Table 65 Hair Care Premium Vs Mass % Analysis 2005-2010
Table 66 Sales of Styling Agents by Type: % Value Breakdown 2006-2010
Table 67 Hair Care Company Shares 2006-2010
Table 68 Hair Care Brand Shares by GBN 2007-2010
Table 69 Hair Care Premium Brand Shares by GBN 2007-2010
Table 70 Forecast Sales of Hair Care by Category: Value 2010-2015
Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015
Table 72 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015
Men's Grooming in Cameroon - Category Analysis
HEADLINES
TRENDS
Men’s grooming in Cameroon continued to increase in volume and value during 2010 and remained
dominated by the ongoing success of men’s shaving. Men’s shaving is the most popular category in
men’s grooming and features the cheapest products which are also the most frequently advertised and
most widely distributed, making them more available across Cameroon than men’s grooming products
in other categories. The positive growth in men’s grooming during 2010 was mainly influenced by the
increasing image consciousness of Cameroon’s young men and the continuous advertising for these
products in the Cameroonian media.
COMPETITIVE LANDSCAPE
Men’s grooming in Cameroon continued to be dominated by The Gillette Co during 2010. Gillette’s value
share increased by two percentage points during 2010, rising to 30%. The Gillette Co maintains a strong
understanding of the market and has frequently resorted to various different tactics using alternative
communication vehicles, especially mobile radio and targeting university students through off-campus
and on-campus advertising. As a result, the company’s products continue to benefit from the use of
extensive advertising as well as the ongoing focus on widening its distribution channels, which was allied
with stronger in-store displays to great effect during the review period.
PROSPECTS
The prospects for men’s grooming in Cameroon appear to be positive. Increasing product penetration
backed by rising income levels and the constantly increasing general awareness of men’s grooming will
continue to drive sales throughout the forecast period. These trends are expected to be particularly
strong among office workers as a well-groomed appearance is increasingly linked to career success in
the minds of many Cameroonian consumers.
CATEGORY DATA
Table 73 Sales of Men’s Grooming by Category: Value 2005-2010
Table 74 Sales of Men’s Grooming by Category: % Value Growth 2005-2010
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2006-2010
Table 76 Men’s Grooming Company Shares 2006-2010
Table 77 Men’s Grooming Brand Shares by GBN 2007-2010
Table 78 Men's Razors and Blades Brand Shares by GBN 2007-2010
Table 79 Forecast Sales of Men’s Grooming by Category: Value 2010-2015
Table 80 Forecast Sales of Men’s Grooming by Category: % Value Growth 2010-2015
Oral Care in Cameroon - Category Analysis
HEADLINES
TRENDS
Oral care in Cameroon registered impressive growth in 2010, increasing in value by 8% thanks to the
increasingly frequent introduction of new products imported from Asia which are cheaper and more
effective and also offer superior functionality. For example, new products such as Mericle herbal
toothpaste, SAN-A and a host of others were all launched at the beginning of 2010. These new products
offer additional benefits such as teeth whitening, gum protection and mouth freshening. Many
Cameroonians, particularly smokers, have embraced these new products as they remove nicotine stains
from teeth and freshen the mouth. Growth in oral care was also boosted during 2010 by the advertising
activities of key players such as Unilever.
COMPETITIVE LANDSCAPE
Unilever Group remained the undisputed leader in oral care in Cameroon during 2010. The company
continued to benefit from its nationwide oral hygiene educational campaigns which are being conducted
in nursery schools and primary schools throughout Cameroon in partnership with the Ministry of Basic
Education and Healthcare. Consequently, although the company’s value share slipped by two
percentage points in 2010, it still accounted for 41% of total oral care value sales during 2010. Unilever
also continues to benefit from its high degree of brand equity in other beauty and personal care
categories as well as having the widest beauty and personal care distribution network in Cameroon.
Many of Unilever’s oral care products are available in several different packaging sizes ranging from
25ml tubes of toothpaste, which are affordable for even Cameroon’s lowest income consumers.
PROSPECTS
Oral hygiene is expected to continue increasing in constant value at a CAGR of 6% over the forecast
period. This growth will be supported from the supply side by numerous new product launches. On the
demand side, meanwhile, sales will be sustained by the rising general awareness of the importance of
oral hygiene and the rising interest in maintaining good personal hygiene which is part and parcel of
rising employment levels and increasing purchasing power. State-sponsored educational campaigns
which encourage children to brush their teeth after meals and to change their toothbrushes quarterly
will also be a major factor fuelling growth in oral care over the forecast period.
CATEGORY DATA
Table 81 Sales of Oral Care by Category: Value 2005-2010
Table 82 Sales of Oral Care by Category: % Value Growth 2005-2010
Table 83 Sales of Manual and Power Toothbrushes by Type: Value 2005-2010
Table 84 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2005-2010
Table 85 Sales of Toothpaste by Type: % Value Breakdown 2006-2010
Table 86 Oral Care Company Shares 2006-2010
Table 87 Oral Care Brand Shares by GBN 2007-2010
Table 88 Forecast Sales of Oral Care by Category: Value 2010-2015
Table 89 Forecast Sales of Oral Care by Category: % Value Growth 2010-2015
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2010-2015
Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2010-2015
Sets/Kits in Cameroon - Category Analysis
TRENDS
Sales of sets/kits remained negligible in Cameroon during 2010.
Skin Care in Cameroon - Category Analysis
HEADLINES
TRENDS
Growth in skin care in Cameroon remained rather impressive during 2010 as skin care products became
increasingly popular following the introduction of new products which incorporate organic ingredients
and anti-wrinkle and skin refreshing effects. For example, Biopharma’s Clarabel was frequently
advertised on both local and international television channels, attracting a dedicated pool of younger
women aged between 25 and 40. Nowadays, an increasing number of Cameroonian women, especially
those from among the middle-class population, have higher disposable incomes than ever, a situation
which is leading to profound changes in demand patterns for colour cosmetics and skin care. This has
certainly fuelled higher growth in key skin care categories during the second half of the review period.
COMPETITIVE LANDSCAPE
Although domestic skin care players such as Biopharma, Vital Cosmetics and NP Gandour became more
active during 2010, Beiersdorf AG continued to dominate the category with a 26% value share during
2010. Beiersdorf engaged in several products line extensions in skin care during 2010 and also benefited
from the preferential positioning given to its products in retail outlets. Beiersdorf’s Nivea skin care
range—which includes Nivea Body, Nivea Soft, Nivea Visage and Nivea Hand—remained a top-of-mind
brand for many Cameroonians. The Nivea brand continues to benefit from the increasing exposure of
many Cameroonians to foreign cable and satellite television channels, on which Nivea is widely
advertised.
PROSPECTS
The prospects for skin in Cameroon remain very positive. Growth during the forecast period will be
supported by the growing base of consumers in Cameroon which will be the result of the burgeoning
economy and increasing health awareness supported by rising purchasing power. Demand for skin care
will continue increase in Cameroon throughout the forecast period, and this will be fuelled by the rising
need to look good among the working middle class as well as young girls.
CATEGORY DATA
Table 92 Sales of Skin Care by Category: Value 2005-2010
Table 93 Sales of Skin Care by Category: % Value Growth 2005-2010
Table 94 Skin Care Premium Vs Mass % Analysis 2005-2010
Table 95 Skin Care Company Shares 2006-2010
Table 96 Skin Care Brand Shares by GBN 2007-2010
Table 97 Skin Care Premium Brand Shares by GBN 2007-2010
Table 98 Forecast Sales of Skin Care by Category: Value 2010-2015
Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2010-2015
Table 100 Forecast Skin Care Premium Vs Mass % Analysis 2010-2015
Sun Care in Cameroon - Category Analysis
TRENDS
Sales of sun care remained negligible in Cameroon during 2010. This is because these products are
hardly ever used by Cameroonians. Instead, demand for sun care products is largely restricted to the
small base of Western expatriates who live and work in Cameroon.
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