Beauty and Personal Care in CameroonReport SummarySales of beauty and personal care on the riseBeauty and personal care in Cameroon performed well in 2010. The general improvement in demand forbeauty and personal care products was primarily due to the recovery of Cameroon’s economy, withgrowth in consumer confidence and rising disposable incomes encouraging Cameroonians to buy beautyand personal care products more frequently whilst also trading up to more expensive brands. Growth inthe numbers of teenagers and young adults in the country also had a positive impact on demand forcosmetic products, particularly in hair care and colour cosmetics.Growing focus on grooming increases consumer interestThere 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 andprofessionals, 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 supportedgood performances in fragrances, oral hygiene, men’s grooming and skin care.Multinationals continue to dominate beauty and personal careUnilever, L’Oréal and Beiersdorf continued to account for the majority of value sales in CameroonBeauty & Personal CareMmarket during 2010. However, while multinational companies continue todominate in deodorants, fragrances, colour cosmetics and men’s grooming items, domesticmanufacturers remained significant players in skin care, baby care and bath and shower, particularly inbar soap.Beauty specialist retailers are gaining consumers’ confidenceFuelled by the rising importance of the need to look good, increasing demand and a huge potential forfurther growth in beauty and personal care, beauty specialist retailers have exploded, with new outletsappearing by the hundreds at strategic locations in Cameroon’s major cities and towns over the secondhalf of the review period. Beauty specialist retailers are benefiting from the increased loyalty ofCameroonian consumers because of the extended product lines, which now encompasses a wide varietyof both premium and mass brands and the presence of in-store beauty counsellors, who are on hand toadvise customers as to which product is the best option for them. However, while grocery retailers suchas supermarkets/hypermarkets and mixed retailers remain important distribution channels for beautyand personal care products, these channels are handicapped by their limited outlet numbers. With thehuge market coverage and close proximity of outlets to residential neighbourhoods, independent smallgrocery 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 periodThe prospects for beauty and personal care products are set to remain positive in Cameroon throughoutthe forecast period as further improvements in the Cameroonian economy expected to support steadygrowth in constant value sales. Population growth, new product launches and the marketing activities ofleading players will also have a positive impact on the performance of beauty and personal care inCameroon during the forecast period. One of the most important trends will be the high growthexpected in the number of young middle income consumers in Cameroon as this consumer group tendsto be more westernised and therefore more likely to buy beauty and personal care products on aregular basis.TABLE OF CONTENTSBeauty and Personal Care in Cameroon - Industry OverviewEXECUTIVE SUMMARYSales of beauty and personal care on the riseGrowing focus on grooming increases consumer interestMultinationals continue to dominate beauty and personal careBeauty specialist retailers are gaining consumers’ confidenceSignificant growth expected throughout the forecast periodMARKET DATATable 1 Sales of Beauty and Personal Care by Category: Value 2005-2010Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2005-2010Table 3 Sales of Premium Cosmetics by Category: Value 2005-2010Table 4 Sales of Premium Cosmetics by Category: % Value Growth 2005-2010Table 5 Beauty and Personal Care Company Shares by NBO 2006-2010Table 6 Beauty and Personal Care Company Shares by GBO 2006-2010Table 7 Beauty and Personal Care Brand Shares by GBN 2007-2010Table 8 Penetration of Private Label by Category 2005-2010Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis 2005-2010Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis 2010Table 11 Forecast Sales of Beauty and Personal Care by Category: Value 2010-2015Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2010-2015Table 13 Forecast Sales of Premium Cosmetics by Category: Value 2010-2015Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth 2010-2015DEFINITIONSSummary 1 Research SourcesBeauty and Personal Care in Cameroon - Company ProfilesBiopharma in Beauty and Personal Care (Cameroon)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUND
PRODUCTIONSummary 3 Biopharma: ProductionCOMPETITIVE POSITIONINGSummary 4 Biopharma: Competitive Position 2010Parfumerie Evaka Sarl in Beauty and Personal Care (Cameroon)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDINTERNET STRATEGYPRIVATE LABELCOMPETITIVE POSITIONINGParfumerie Gandour Cameroun in Beauty and Personal Care (Cameroon)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONCOMPETITIVE POSITIONINGSummary 8 Parfumerie Gandour Cameroun: Competitive Position 2010Sipca Cameroun in Beauty and Personal Care (Cameroon)STRATEGIC DIRECTIONKEY FACTSCOMPANY BACKGROUNDPRODUCTIONSummary 10 Sipca Cameroun: ProductionCOMPETITIVE POSITIONINGSummary 11 Sipca Cameroun: Competitive Position 2010Baby Care in Cameroon - Category AnalysisHEADLINESTRENDSRising health awareness due to the influence of satellite television and rising incomes continued to havea positive effect on sales of baby care in Cameroon during 2010. The rising number of young familieswith two working parents and the stronger interest in Western lifestyles combined with the increase inthe campaigns of hospitals and health centres to provide pre-natal and ante-natal care to pregnant andnursing mothers to result in baby care registering impressive growth during 2010. This growth wassupported 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 Bebewas widely distributed directly to households at discounted prices by direct sellers.COMPETITIVE LANDSCAPEBeiersdorf led sales in baby care in Cameroon during 2010, accounting for 19% of total retail value salesin 2010 thanks to the strong brand equity created by its umbrella brand Nivea. The popularity of theNivea brand among Cameroon’s high income consumers is spreading to Cameroon’s burgeoning middleclass 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 stockingproducts under the Nivea brand and other foreign brands, the majority of Cameroons’ baby careretailers are steadily increasing their stock of domestic products.PROSPECTSBaby care is expected to register rapid growth in Cameroon over the forecast period due to rising birthrates and the country’s improved economic prospects. Growth in baby care should also be supported bygrowing awareness of baby care products, backed by the rising popularity of satellite television and theongoing educational campaigns which are being championed by leading domestic players.CATEGORY DATATable 15 Sales of Baby Care by Category: Value 2005-2010Table 16 Sales of Baby Care by Category: % Value Growth 2005-2010Table 17 Baby Care Premium Vs Mass % Analysis 2005-2010Table 18 Baby Care Company Shares 2006-2010Table 19 Baby Care Brand Shares by GBN 2007-2010Table 20 Baby Care Premium Brand Shares by GBN 2007-2010Table 21 Forecast Sales of Baby Care by Category: Value 2010-2015Table 22 Forecast Sales of Baby Care by Category: % Value Growth 2010-2015Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2010-2015Bath and Shower in Cameroon - Category AnalysisHEADLINESTRENDSBath and shower increased in value by 7% in 2010 as the category remained dominated by the successof several new varieties of bar soap which flooded Cameroon during the year. Bar soap remains the onlybath and shower category which is widely distributed across Cameroon and is therefore found in themajority of Cameroonian households. However, the trend of using shower gels and other bath andshower liquids is slowly picking up pace in Cameroon due to the booming catering and hotel industryand the increasing number of modern houses in major cities such as Douala and Yaoundé. Growth inbath and shower over the review period was supported by several product varieties in bar soap, therising general awareness of bar soap and the shift in consumer preference as a result of increasedexposure to foreign satellite television channels.COMPETITIVE LANDSCAPEDuring 2010, the combined value share of the five leading bath and shower players in Cameroon was36%. The increasing availability of bar soap from Asia has made it difficult for the leading bath andshower brands to increase their value shares during 2010. However, Unilever remained theundisputable leader in bath and shower with a 14% value share in 2010 due to its multi-umbrella brandstrategy, it aggressive marketing strategy and its position as the sole distributor of three major premiumbrands Lux, Dove and Rexona.PROSPECTSThe prospects for bath and shower in Cameroon remain positive for the forecast period. Growth in bathand shower over the forecast period is expected to be fuelled by the growing consumer base for theseproducts. On the supply side, growth will be fuelled by greater product choice as more varieties ofproducts will become available, making bath and shower products accessible to more Camerooniansfrom all walks of life.
CATEGORY DATATable 24 Sales of Bath and Shower by Category: Value 2005-2010Table 25 Sales of Bath and Shower by Category: % Value Growth 2005-2010Table 26 Bath and Shower Premium Vs Mass % Analysis 2005-2010Table 27 Bath and Shower Company Shares 2006-2010Table 28 Bath and Shower Brand Shares by GBN 2007-2010Table 29 Bath and Shower Premium Brand Shares by GBN 2007-2010Table 30 Forecast Sales of Bath and Shower by Category: Value 2010-2015Table 31 Forecast Sales of Bath and Shower by Category: % Value Growth 2010-2015Table 32 Forecast Bath and Shower Premium Vs Mass % Analysis 2010-2015Colour Cosmetics in Cameroon - Category AnalysisHEADLINESTRENDSColour cosmetics increased in value by 7% during 2010 as value sales increased to CFAF10.7 billion. Thispositive growth was mainly due to the increasing awareness and wider presence of beauty specialistretailers as well as the growing number of the women among the Cameroonian workforce, many ofwhom are now able to spend more freely on beauty and personal care.COMPETITIVE LANDSCAPEBeltapharm SpA led colour cosmetics in Cameroon during 2010 with a 9% value share. The company’scurrent product range features super-premium products which are targeted towards high-incomeconsumers. Its leading brand is Fashion Fair, which is highly popular among Cameroon’s working womenand maintains a strong brand identity and an excellent reputation for high quality products.PROSPECTSGrowth in colour cosmetics is expected to remain positive during the forecast period, with a constantvalue CAGR of 5% projected as the Cameroonian economy is anticipated to continue recoveringstrongly. 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 DATATable 33 Sales of Colour Cosmetics by Category: Value 2005-2010Table 34 Sales of Colour Cosmetics by Category: % Value Growth 2005-2010Table 35 Colour Cosmetics Premium Vs Mass % Analysis 2005-2010Table 36 Colour Cosmetics Company Shares 2006-2010Table 37 Colour Cosmetics Brand Shares by GBN 2007-2010Table 38 Colour Cosmetics Premium Brand Shares by GBN 2007-2010Table 39 Forecast Sales of Colour Cosmetics by Category: Value 2010-2015Table 40 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2010-2015Table 41 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2010-2015Deodorants in Cameroon - Category AnalysisHEADLINESTRENDSIncreasing Westernisation and the growing affordability of deodorants encouraged an increasingnumber of Cameroonian consumers to begin using deodorants on a regular basis during the forecastperiod. 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 contributedto the positive current value growth recorded in deodorants during 2010.COMPETITIVE LANDSCAPEThe Gillette Co group continued to lead deodorants in Cameroon during 2010. The success of Gillettecan be attributed to its aggressive marketing and advertising strategies as well as its first-moveradvantage, which have combined to great effect as the company’s brands appeal to a large number ofCameroonian consumers. Gillette remains the undisputed leader in deodorants with a 17% value sharein 2010.PROSPECTSDeodorants is set to increase in constant value at a CAGR of 5% over the forecast period. A number offactors will be responsible for this positive growth, including the growing acceptance of deodorants fordaily use as the Westernisation of consumer habits continues to build in Cameroon.CATEGORY DATATable 42 Sales of Deodorants by Category: Value 2005-2010Table 43 Sales of Deodorants by Category: % Value Growth 2005-2010Table 44 Deodorants Premium Vs Mass % Analysis 2005-2010Table 45 Deodorants Company Shares 2006-2010Table 46 Deodorants Brand Shares by GBN 2007-2010Table 47 Deodorants Premium Brand Shares by GBN 2007-2010Table 48 Forecast Sales of Deodorants by Category: Value 2010-2015Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2010-2015Table 50 Forecast Deodorants Premium Vs Mass % Analysis 2010-2015Depilatories in Cameroon - Category AnalysisHEADLINESTRENDSThe low level of demand for depilatories in Cameroon reflects the fact that body hair removal is not amajor 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 ongoingpopularity of traditional clothing and dress in some areas of the country continues to negatively affectsales of depilatories. Traditional dressing continues to dominate in the majority of Cameroon’s ruralareas as well as in some urban areas. Traditional clothing for Cameroonian women covers the entirebody and consequently there is little or no reason for depilatories. Furthermore, some traditionalcultures in Cameroon forbid middle-aged women from wearing short skirts and dresses which wouldexpose their legs.COMPETITIVE LANDSCAPEArom SA maintained its leading position in depilatories in Cameroon during 2010, controlling asignificant 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 specialistretailers and some supermarkets/hypermarkets. In addition, Arom SA accounted for 40% of total valuesales in hair removers/bleaches. However, The Gillette Co is the only company to maintain a consistentand widespread distribution network for its women’s razors and blades, although even this company’spresence is limited to the largest cities in Cameroon.
PROSPECTSAs the ongoing Westernisation of Cameroonian consumer habits continues—particularly in terms offashion apparel as increasing numbers of Cameroonian people move away from traditional clothingtowards Western clothes, which tend to show more of the legs—depilatories are expected to enjoygood growth prospects over the forecast period.CATEGORY DATATable 51 Sales of Depilatories by Category: Value 2005-2010Table 52 Sales of Depilatories by Category: % Value Growth 2005-2010Table 53 Depilatories Company Shares 2006-2010Table 54 Depilatories Brand Shares by GBN 2007-2010Table 55 Forecast Sales of Depilatories by Category: Value 2010-2015Table 56 Forecast Sales of Depilatories by Category: % Value Growth 2010-2015Fragrances in Cameroon - Category AnalysisHEADLINESTRENDSDuring 2010, fragrances in Cameroon recovered well from the negative effects of the global economicslowdown. As disposable incomes in Cameroon continued to rise, increasing numbers of Cameroonianconsumers were able to afford fragrances, while existing fragrance users were encouraged to trade upto more expensive brands. Advertising on satellite television, new product launches and improvementsin fragrances distribution also contributed to the positive development of the category during 2010.COMPETITIVE LANDSCAPEUnilever Group remain in the leading companies thanks to the rising demand for the Calvin and Eternitybrands, both of which maintain prominent shelf positioning in major retail channels includingsupermarkets/hypermarkets. The brands appeal to the majority of Cameroonians due to their affordablepricing. These brands also continue to benefit from the ongoing expansion of Unilever’s distributionnetwork into towns and cities across Cameroon.PROSPECTSThe 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 withstrong promotional strategies by direct sales agents and rising exposure to fragrances through satellitetelevision to boost demand over the forecast period. As a result, fragrances is expected to continueincreasing in volume and value during the forecast period.CATEGORY DATATable 57 Sales of Fragrances by Category: Value 2005-2010Table 58 Sales of Fragrances by Category: % Value Growth 2005-2010Table 59 Fragrances Company Shares 2006-2010Table 60 Fragrances Brand Shares by GBN 2007-2010Table 61 Forecast Sales of Fragrances by Category: Value 2010-2015Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2010-2015Hair Care in Cameroon - Category AnalysisHEADLINESTRENDSHair 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 ongoingpositive effects of the recovery in Cameroon’s economy as growing consumer confidence and risingdisposable incomes encouraged more Cameroonians to purchase hair care products more frequentlyand trade up to more expensive hair care brands. Growth in the numbers of teenagers and young adultsin the country also had a positive impact on demand for hair care products during 2010.COMPETITIVE LANDSCAPEUnilever partnered with high street cosmetic and beauty specialist shops in cities such as Douala andYaoundé with dedicated delivery vans now delivering Unilever hair care products on weekly basis. Thepopularity of Unilever’s Dove brand continued to benefit from the company’s umbrella marketingcampaign and its improved distribution across Cameroon. The company also benefited from expandingits distribution through variety stores towards the end of the review period.PROSPECTSThe prospects for hair care in Cameroon remain positive for the forecast period. Both domestic andinternational players will continue to strategically position their products so as to create brand loyaltyand thereby retain customers while creating product niches that will serve to reduce the intensity ofcompetition. As demand for hair care continues to rise among Cameroon’s middle class and workingclass consumers, major hair care brands will continue to become increasingly important forCameroonian consumers as there is still a significant risk associated with buying hair care productsunder lesser-known product lines and a certain reluctance among consumers to switch from theirfavourite hair care brands.CATEGORY DATATable 63 Sales of Hair Care by Category: Value 2005-2010Table 64 Sales of Hair Care by Category: % Value Growth 2005-2010Table 65 Hair Care Premium Vs Mass % Analysis 2005-2010Table 66 Sales of Styling Agents by Type: % Value Breakdown 2006-2010Table 67 Hair Care Company Shares 2006-2010Table 68 Hair Care Brand Shares by GBN 2007-2010Table 69 Hair Care Premium Brand Shares by GBN 2007-2010Table 70 Forecast Sales of Hair Care by Category: Value 2010-2015Table 71 Forecast Sales of Hair Care by Category: % Value Growth 2010-2015Table 72 Forecast Hair Care Premium Vs Mass % Analysis 2010-2015Mens Grooming in Cameroon - Category AnalysisHEADLINESTRENDSMen’s grooming in Cameroon continued to increase in volume and value during 2010 and remaineddominated by the ongoing success of men’s shaving. Men’s shaving is the most popular category inmen’s grooming and features the cheapest products which are also the most frequently advertised andmost widely distributed, making them more available across Cameroon than men’s grooming productsin other categories. The positive growth in men’s grooming during 2010 was mainly influenced by theincreasing image consciousness of Cameroon’s young men and the continuous advertising for theseproducts in the Cameroonian media.COMPETITIVE LANDSCAPEMen’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 strongunderstanding of the market and has frequently resorted to various different tactics using alternativecommunication vehicles, especially mobile radio and targeting university students through off-campusand on-campus advertising. As a result, the company’s products continue to benefit from the use ofextensive advertising as well as the ongoing focus on widening its distribution channels, which was alliedwith stronger in-store displays to great effect during the review period.PROSPECTSThe prospects for men’s grooming in Cameroon appear to be positive. Increasing product penetrationbacked by rising income levels and the constantly increasing general awareness of men’s grooming willcontinue to drive sales throughout the forecast period. These trends are expected to be particularlystrong among office workers as a well-groomed appearance is increasingly linked to career success inthe minds of many Cameroonian consumers.CATEGORY DATATable 73 Sales of Men’s Grooming by Category: Value 2005-2010Table 74 Sales of Men’s Grooming by Category: % Value Growth 2005-2010Table 75 Sales of Mens Razors and Blades by Type: % Value Breakdown 2006-2010Table 76 Men’s Grooming Company Shares 2006-2010Table 77 Men’s Grooming Brand Shares by GBN 2007-2010Table 78 Mens Razors and Blades Brand Shares by GBN 2007-2010Table 79 Forecast Sales of Men’s Grooming by Category: Value 2010-2015Table 80 Forecast Sales of Men’s Grooming by Category: % Value Growth 2010-2015Oral Care in Cameroon - Category AnalysisHEADLINESTRENDSOral care in Cameroon registered impressive growth in 2010, increasing in value by 8% thanks to theincreasingly frequent introduction of new products imported from Asia which are cheaper and moreeffective and also offer superior functionality. For example, new products such as Mericle herbaltoothpaste, SAN-A and a host of others were all launched at the beginning of 2010. These new productsoffer additional benefits such as teeth whitening, gum protection and mouth freshening. ManyCameroonians, particularly smokers, have embraced these new products as they remove nicotine stainsfrom teeth and freshen the mouth. Growth in oral care was also boosted during 2010 by the advertisingactivities of key players such as Unilever.COMPETITIVE LANDSCAPEUnilever Group remained the undisputed leader in oral care in Cameroon during 2010. The companycontinued to benefit from its nationwide oral hygiene educational campaigns which are being conductedin nursery schools and primary schools throughout Cameroon in partnership with the Ministry of BasicEducation and Healthcare. Consequently, although the company’s value share slipped by twopercentage points in 2010, it still accounted for 41% of total oral care value sales during 2010. Unileveralso continues to benefit from its high degree of brand equity in other beauty and personal carecategories 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 from25ml tubes of toothpaste, which are affordable for even Cameroon’s lowest income consumers.
PROSPECTSOral hygiene is expected to continue increasing in constant value at a CAGR of 6% over the forecastperiod. This growth will be supported from the supply side by numerous new product launches. On thedemand side, meanwhile, sales will be sustained by the rising general awareness of the importance oforal hygiene and the rising interest in maintaining good personal hygiene which is part and parcel ofrising employment levels and increasing purchasing power. State-sponsored educational campaignswhich encourage children to brush their teeth after meals and to change their toothbrushes quarterlywill also be a major factor fuelling growth in oral care over the forecast period.CATEGORY DATATable 81 Sales of Oral Care by Category: Value 2005-2010Table 82 Sales of Oral Care by Category: % Value Growth 2005-2010Table 83 Sales of Manual and Power Toothbrushes by Type: Value 2005-2010Table 84 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2005-2010Table 85 Sales of Toothpaste by Type: % Value Breakdown 2006-2010Table 86 Oral Care Company Shares 2006-2010Table 87 Oral Care Brand Shares by GBN 2007-2010Table 88 Forecast Sales of Oral Care by Category: Value 2010-2015Table 89 Forecast Sales of Oral Care by Category: % Value Growth 2010-2015Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2010-2015Table 91 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2010-2015Sets/Kits in Cameroon - Category AnalysisTRENDSSales of sets/kits remained negligible in Cameroon during 2010.Skin Care in Cameroon - Category AnalysisHEADLINESTRENDSGrowth in skin care in Cameroon remained rather impressive during 2010 as skin care products becameincreasingly popular following the introduction of new products which incorporate organic ingredientsand anti-wrinkle and skin refreshing effects. For example, Biopharma’s Clarabel was frequentlyadvertised on both local and international television channels, attracting a dedicated pool of youngerwomen aged between 25 and 40. Nowadays, an increasing number of Cameroonian women, especiallythose from among the middle-class population, have higher disposable incomes than ever, a situationwhich is leading to profound changes in demand patterns for colour cosmetics and skin care. This hascertainly fuelled higher growth in key skin care categories during the second half of the review period.COMPETITIVE LANDSCAPEAlthough domestic skin care players such as Biopharma, Vital Cosmetics and NP Gandour became moreactive during 2010, Beiersdorf AG continued to dominate the category with a 26% value share during2010. Beiersdorf engaged in several products line extensions in skin care during 2010 and also benefitedfrom the preferential positioning given to its products in retail outlets. Beiersdorf’s Nivea skin carerange—which includes Nivea Body, Nivea Soft, Nivea Visage and Nivea Hand—remained a top-of-mindbrand for many Cameroonians. The Nivea brand continues to benefit from the increasing exposure ofmany Cameroonians to foreign cable and satellite television channels, on which Nivea is widelyadvertised.
PROSPECTSThe prospects for skin in Cameroon remain very positive. Growth during the forecast period will besupported by the growing base of consumers in Cameroon which will be the result of the burgeoningeconomy and increasing health awareness supported by rising purchasing power. Demand for skin carewill continue increase in Cameroon throughout the forecast period, and this will be fuelled by the risingneed to look good among the working middle class as well as young girls.CATEGORY DATATable 92 Sales of Skin Care by Category: Value 2005-2010Table 93 Sales of Skin Care by Category: % Value Growth 2005-2010Table 94 Skin Care Premium Vs Mass % Analysis 2005-2010Table 95 Skin Care Company Shares 2006-2010Table 96 Skin Care Brand Shares by GBN 2007-2010Table 97 Skin Care Premium Brand Shares by GBN 2007-2010Table 98 Forecast Sales of Skin Care by Category: Value 2010-2015Table 99 Forecast Sales of Skin Care by Category: % Value Growth 2010-2015Table 100 Forecast Skin Care Premium Vs Mass % Analysis 2010-2015Sun Care in Cameroon - Category AnalysisTRENDSSales of sun care remained negligible in Cameroon during 2010. This is because these products arehardly ever used by Cameroonians. Instead, demand for sun care products is largely restricted to thesmall base of Western expatriates who live and work in Cameroon.About Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depth marketresearch studies & analysis of over 5000 micro markets. We provide 24/7 online and offline support toour customers. Get in touch with us for your needs of market research reports.Follow us on Twitter: http://twitter.com/marketsreportsContact:Mr.Priyank7557 Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: firstname.lastname@example.org://www.reportsnreports.comVisit our Market Research Blog