15/07/2017
CAMEROON: IN 2016 SUPERMONT SNATCHED LEADERSHIP FROM TANGUI IN MINERAL WATER MARKET
(Business in Cameroon) - After decades of leadership in the Cameroonian market, the mineral water label Source Tangui, produced by the company Société des Eaux Minérales du Cameroun (SEMC), listed on the Douala stock exchange and controlled by the brewery Société Anonyme des Brasseries du Cameroun (SABC), has just been replaced by the label Supermont, produced by the company Source du Pays.
"The competition Source du Pays, with the label Supermont, is henceforth leader in the bottled water market. Supermont represents about 52% of market share against 36% for SABC", reveals the Cameroonian subsidiary of the Castel group in its 2016 activities report.
Indeed, after an absence of some years, Supermont mineral water, returned to the Cameroonian market, later, with a more aggressive strategy, which consisted in democratising mineral water in the country, thanks to packaging 10 liters, sold at FCfa 1,500, against FCfa 2,400 for the traditional pallet of six bottles of 1.5 liters. This aggressiveness provoked, with the competition, not only a levelling down of prices, but also the adoption by all the operators of this packaging of 10 liters, which had the immediate consequence of increasing the consumption of mineral water in the country. Evidence of this, according to SABC activities report, "the overall market of bottled water in 2016 is estimated at more than 2,200,000 hl, rapidly growing compared to 2015 (+32.6%)".
http://www.businessincameroon.com/companies/1107-7256-cameroon-in-2016-supermont-snatched-leadership-from-tangui-in-mineral-water-market?utm_source=newsletter_6038&utm_medium=email&utm_campaign=business-in-cameroon-14-07-2017-mag-n-52