Retail volume sales of cigarettes declined in Cameroon during 2024, albeit at a significantly slower pace than in the previous year. The decline was driven by a myriad of factors, including unit price rises, falling import volumes, and a growing illicit cigarette trade. Most cigarette brands rose in price from XAF25–33 per stick to XAF50 per stick, while the illicit trade grew to account for more than a third of total volume sales for the first time, partly as a result of this price hike. The pr

Retail volume sales (sticks) of tobacco continued to decline in 2024 but at a slower rate than in the previous year. Cigarettes continued to dominate tobacco sales, and retail volume sales of cigarettes declined, driven by unit price rises, falling import volumes and a growing illicit trade. Demand for most other types of tobacco remains very limited in Cameroon, but shisha (under pipe tobacco) continues to grow in popularity among young adults in urban areas.

The rate of growth in retail volume sales (sticks) of cigars, cigarillos and smoking tobacco accelerated in Cameroon during 2024. Pipe tobacco drove this increase, as retail volume sales of both cigars and cigarillos continued to decline. Pipe tobacco accounts for the bulk of sales in this category.

Having boomed earlier in the review period, retail volume (sticks) sales of smokeless tobacco, e-vapour products and heated tobacco declined in Cameroon during 2024. The smokeless tobacco segment remains entirely informal. It mainly consists of traditional chewing tobacco and moist snuff, sold through local markets and informal channels. Meanwhile, there are no significant sales of heated tobacco.

Total volume sales of spirits continued to decline in 2024 amid a fall in imports, a flourishing informal sector, with smuggled and adulterated spirits from Nigeria continuing to enter the Cameroonian market, and the government finally tightening regulations relating to the production and distribution of sachet whisky following the expiration of a final six-month ultimatum. Despite these headwinds, a burgeoning cocktail culture fostered growth in gin, rum, and vodka, while premiumisation bolster

The alcoholic drinks sector in Cameroon had a difficult 2024, grappling with inflation-driven cost pressures, higher excise taxes, unapproved price adjustments, and frequent power outages that severely disrupted supply chains, and pushed up retail prices. These factors combined to depress total volume sales and heightened operational insecurity for manufacturers. The removal of the 10% excise tax rebate on beers with no more than 5.5% alcohol in the 2024 Finance Law significantly increased produ

The rate of decline in total volume sales of wine accelerated in 2024. With local production of wine standing at just under 100,000 hectolitres with SOFAVINC (Société de Fabrication des Vins du Cameroun) SA accounting for over half of that, the wine market in Cameroon is mainly supplied by imports from France, Spain, Belgium and Italy. Wine in Cameroon has experienced a shift, marked by a breakthrough for Italian wines despite the longstanding dominance of their French counterparts, with Spanish

Total volume sales of beer in Cameroon declined in 2024 as a result of a drop in production by Société Anonyme des Boissons du Cameroun (SABC) and Union Camerounaise de Brasseries, which were faced with escalating costs for raw materials, energy, and gas, as well as regular cut to the electricity supply, which damaged equipment. The impact of these power cuts also affected local suppliers, leading to shortages of brands like Guinness, Chill, and Isenbeck. The refusal of the Ministry of Trade to

Total volume sales of cider/perry in Cameroon remained negligible in 2024.

Having expanded strongly earlier in the review period, total volume sales of RTDs contracted in 2024, with the off-trade channel particularly weak. Despite strong demand, especially from younger adult males, significant supply disruptions affecting key brands Booster and Orijin at various points during the year undermined growth in volume sales. At the heart of this were macroeconomic factors that constrained brewers overall, including rising raw material costs and escalating energy and fuel pri

The population of Cameroon is predicted to Increase by 44.9%, due to changes in net migration and natural change, standing at a total of 42.2 million citizens by 2040. The birth rate in Cameroon is anticipated to fall between 2024 and 2040. Young adults (aged 18-29) will represent the largest portion of the population by 2040. Generational cohorts in Cameroon will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Menstrual care in Cameroon witnessed strong growth in retail volume and current value terms over 2024, amid product diversification from the leading players Sitracel SA, Homebro Cameroon Ltd and Promed Cameroun. Innovations have attracted consumers with sales fuelled by the growing popularity of multipacks containing a mix of standard towels, slim towels, and pantyliners. Softcare A+ continued to gain value share and strengthen its leading brand position in 2024, driven by its affordability and

Tissue and hygiene in Cameroon registered moderate value growth in 2024, with inflation and higher transportation costs still a factor following the elimination of fuel subsidies in 2023. Players in tissue and hygiene players focused on delivering affordable products through price adjustments to maintain consumer demand. Cameroonians continued to bear the brunt of rising living costs and searched for cheaper options.

Retail price increases of nappies/diapers/pants have led to significant levels of smuggling in Cameroon. Unbranded nappies/diapers from Nigeria are brought into the country via the southwest corridor. Representing close to half of value sales, the informal sector is thriving due to its low price offering and this is putting significant pressure on formal retail sales. In response, key brands lowered prices by over 7% with standard diapers seeing the sharpest fall in price. Robust volume growth w

Wipes are in strong demand by Cameroonians, with baby wipes increasingly used in place of toilet paper. Rising awareness of the dangers of using toilet paper on baby skin is expanding the consumer base for wipes. Cosmetic wipes are gaining appeal driven by the proliferation of makeup culture in Cameroon. Amid growing demand, category performance was hindered by significant supply issues in 2024. There are lingering effects from the government’s crackdown on the wipes category during the pandemic

Retail tissue witnessed strong volume and value growth in 2024, largely due to the robust performance of toilet tissue, paper napkins, and pocket handkerchiefs in Cameroon. Demand for toilet rolls rose in line with improved access to liquid sanitation, rising by 1.2% to 8.6 million inhabitants in 2024. The proliferation of modern urban homes is giving more citizens access to better sanitation. Paper napkins have become indispensable for events such as funerals and weddings, which are valued for

Marginal value growth in away-from-home tissue and hygiene was driven primarily by growing demand for away-from-home paper napkins in Cameroon’s burgeoning foodservice sector. Despite the positive trend, restaurants regularly purchase paper napkins and jumbo paper towels in the retail sector. The lines between retail and business products are increasingly blurred due to supply issues, cost considerations, and a lack of specialist away-from-home products designed for commercial use. Significant c

Retail current value sales of bleach grew at an accelerated rate in 2024. Price sensitivity in bleach is extremely high, as affordability remains the top priority of most Cameroonians when buying bleach. It is this heightened price consciousness that has continued to foster demand for powdered bleach, which is usually sold unbranded in 5g sachets at a price of around XAF50. Manufacturers have introduced pouches as an alternative, with market-leading brand La Croix (Colgate-Palmolive Co) particul

Having surged in 2023, the rate of growth in retail current value sales of air care slowed significantly in 2024. Air care in Cameroon is dominated by spray/aerosol air fresheners and candle air fresheners, with car air fresheners accounting for most of the remainder. This slowdown was mainly due to the maturation of candle air fresheners, where retail current value sales had more than doubled in 2023. Nonetheless, they remained the top performer in 2024. Overall, demand for air care remains ver

Demand for toilet care remains very limited in Cameroon, but, having declined in 2023, retail current value sales rebounded in 2024. Despite heightened awareness of hygiene in Cameroonian households, compounded by the pandemic, there exists no more than limited familiarity with contemporary toilet care cleaning solutions among local consumers. This is partly attributed to the prevalent use of powder bleach and handwash detergent as makeshift toilet care alternatives, coupled with the limited ava

Demand for polishes remains quite limited in Cameroon, with shoe polishes continuing to account for the bulk of retail value sales in 2024. Although relatively small, the category is a vibrant one, with retail current value sales continuing to exhibit double-digit growth during the year. The availability of shoe polish is widening, and demand has been supported by a slowdown in price growth. The unit price of shoe polish rose by 8% in 2024, less than the double-digit price increases of 2022 and

Retail current value sales of laundry care continued to expand at a robust rate in 2024. Despite relative price stability during the year, price sensitivity remains high, driving consumers towards hand washing and bar detergents. The pouch format, typically sold at XAF50/25g and intended for daily use, remained more popular than family pack sizes. Pricing for leading brands Madar, Ola and Bril remained stable, while Capital Trading kept the price of Ozil steady but reduced its pack size. Popular

Multi-purpose cleaners dominate retail value sales of surface care in Cameroon, with floor cleaners accounting for most of the remainder. Moreover, the former were among the top performers in terms of retail current value sales growth during 2024. 3-in-1 multipurpose cleaners are trending. For instance, the Madar Group discontinued its hand dishwashing product and re-introduced its multi-purpose cleaner as a 3-in-1 option earlier in the review period, while Colgate-Palmolive Pax is positioned fo

With average unit prices rising by around 5% in 2024–due in part to a reduction in imports of palm oil and disruption to stearin supplies–price sensitivity remains elevated in home care. Consumers are increasingly opting for smaller, more affordable pack sizes for home care products, such as 25g pouches of handwash detergent. Some consumers buy 400g bar detergent and partition it into two or four pieces, utilizing each piece for a different task, such as laundry care, dishwashing, toilet care an