ReportsnReports.com: Beauty and Personal Care in Cameroon

Oct. 25, 2011 - PRLog -- 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.

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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 care market 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.

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