Cameroon flag Cameroon: Buying and Selling

Advertising and marketing in Cameroon

Marketing opportunities

Consumer Profile
Cameroon has a large youth population, with 62.38% of the populace under the age of 25 (CIA World Factbook, 2020 est.). In spite of many economic challenges, consumers in Cameroon have enjoyed increased annual disposable incomes in recent years, resulting in rising consumer expenditure (in 2021 the per capita GDP was estimated at USD 1.650 – IMF). While still struggling with poverty (especially in rural areas), the country has a growing urban middle class that has benefited from an increased number of young professionals. The retail sector is becoming more formal and modern.
Cameroon’s economy suffers from factors such as stagnant per capita income and relatively inequitable distribution of income. The Government of Cameroon provides subsidies for electricity, food, and fuel. Though these contributions helped many households, at the same time they had their toll on the federal budget and diverted funds from education, healthcare, and infrastructure projects.
Consumer Behaviour
Price and accessibility are the main drivers for the majority of Cameroonian consumers, though a smaller segment of wealthier consumers also takes into account brand recognition and quality.
As the family is central in Cameroonians’ life, advertising campaigns centred on the family image are likely to have a stronger impact. Out-of-home advertisement could be an effective way of advertising.
Whereas in the past consumers tended to consider foreign products better in term of quality and reliability, products made in Cameroon are growing popular, especially in the agro and food sector. Cameroon is the country in Central and Western Africa where more alcohol is consumed. Durable products such as fridges and microwave ovens are becoming more common in urban areas. The basic Cameroonian diet consists of starchy foods and cereals. Even though Cameroon has a large variety of food products as compared to its neighbouring central-African countries, it has a deficit in meat products such as cattle or fishing. The demand for drinks is principally that for beer and in second place for fizzy drinks. Since the devaluation in 1994, the consumption of sweetened condensed milk, milk powder and yoghurt has risen faster than the demographic rate.
Consumers Associations
Citizens Association for the Protection of Collective Rights (ACDIC)
Cameroonian Consumer League (LCC)
Main Advertising Agencies
Mc Cann Eriksson. International Communications Group
Proximity

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Latest Update: September 2022