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.
Cigarettes remained the largest and most widely consumed tobacco product in Cameroon in 2024, driven by cultural preference and affordability, particularly as innovation in non-combustible alternatives remains limited. However, aggressive tax measures such as revised cigarette stamp markings and an increase in the specific tax per 1,000 sticks from XAF3,000 FCFA to XAF5,000 have put substantial pressure on the formal market. Public awareness campaigns led by groups like C3T and the Ministry of Health have further intensified scrutiny.
British American Tobacco Plc (BAT) remains the dominant player in the Cameroonian tobacco industry, thanks to its strong portfolio of cigarette brands. However, its market-leading brand Rothmans lost retail volume share in 2024 due to a price hike: BAT increased the price of Rothmans from XAF25 per stick to XAF50 per stick, moving it from the economy to the mid-priced category. This price hike led to a loss of market share to Société de Distribution et de Négoce International Sarl’s (SODISNI) Aspen, the most dynamic brand in 2024. Aspen is available in both blue and menthol variants.
Small local grocers remain the leading distribution channel for tobacco in Cameroon, owing to their sheer number and proximity to residential areas. Cigarettes form a substantial part of their product portfolio, and the practice of selling cigarettes per stick rather than by the pack remains highly attractive to many Cameroonian smokers, particularly those on low incomes. The strategic location of these stores allows consumers to conveniently purchase individual sticks, often on the go. Additionally, construction workers a key consumer segment for cigarettes make a significant contribution to sales in these outlets. Since construction sites are commonly located within residential areas, workers frequently buy cigarettes from nearby grocers during their breaks.
Retail volume (sticks) sales of tobacco will continue to decline in Cameroon throughout the forecast period, with cigarettes the main driver of this, with continued strong growth in illicit sales of cigarettes and a fall in the rate of smoking prevalence. However, there will be robust growth in demand for pipe tobacco, as shisha use continues to increase, and e-vapour products.
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Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
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