Now Available: Rtds/High-Strength Premixes in Cameroon

RTDs/high-strength premixes posted strong growth in 2014 thanks to the wider consumer base for these products, consisting mainly of younger consumers. This was achieved through consistent investment in event-based promotional activities in order to strengthen demand for these products among key target groups, mainly younger consumers. Stronger consumer purchasing power, especially among younger professionals, is boosting spending and encouraging interest in RTDs/high-strength premixes.

Competitive Landscape

Brasseries du Cameroun and Guinness Cameroon remained the only two players present in this category at the end of the review period. Brasseries du Cameroun consolidated its leading position in RTDs/high-strength premixes, accounting for 61% of total volume sales in 2014. The company’s Booster range continued to enjoy success. However, Guinness Cameroon SA invested considerably more in advertising campaigns for its Smirnoff Ice brand over the review period, thereby increasing its presence in the category.

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Industry Prospects

The outlook for RTDs/high-strength premixes remains favourable for the forecast period. It is expected that growth in the category will remain consistent in face of the price hikes which are expected across all categories of alcoholic drinks during the forecast period. As a result, RTDs/high-strength premixes is expected to increase in total value at a CAGR of 13% in constant 2014 terms over the forecast period. In addition to the economic improvements anticipated in Cameroon, demand in the category is set to be bolstered by more intensive marketing activities and the wider distribution of top brands such as Booster and Smirnoff Ice. Moreover, the accelerating growth which is being seen in the urban population of Cameroon amidst improving disposable incomes among young middle-class consumers is set to create a window of opportunity for the companies involved in RTDs/high-strength premixes to balance the anticipated slowdown in growth rates. It is expected that players will seek to try out new product developments such as new flavours in order to boost interest in the category.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Cameroon with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the RTDs/High-Strength Premixes industry in Cameroon, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes in Cameroon market research report includes:

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