Cameroonian consumers prioritize budget-friendly protein choices as eggs lead purchases

The Kasi Insight Consumer Basket Tracker, conducted annually, provides a deep understanding of consumer preferences, behaviors, and purchasing patterns within the typical household basket of goods. Analyzing the November 2024 data reveals key insights into the most purchased protein-rich foods in Cameroon, offering a snapshot of consumer engagement across different demographic segments.

Eggs emerge as the most purchased protein source, with 54% of respondents reporting buying them in the past month. Yoghurt follows at 45%, while cheese accounts for 38%, and tofu is the least purchased at 35%.

A closer look at demographic trends shows that eggs are particularly popular among low-income consumers (68%), females (62%), and Gen Z (61%). Yoghurt is favored by Gen Z (52%) and females (50%), while cheese sees the highest purchase rates among Gen X (41%), high-income consumers (43%), and Millennials (36%). Tofu, on the other hand, is most frequently purchased by males (42%), Millennials (38%), and Gen X (37%).

35% eat protein several times a month, with Gen Z and Millennials leading

Protein consumption remains a fundamental aspect of the Cameroonian diet, with 35% of respondents reporting they consume it several times a month. This trend is largely driven by younger generations, particularly Gen Z (37%) and Millennials (36%), who prioritize affordable protein sources such as eggs and yoghurt in their daily meals. The widespread appeal of protein is also evident across genders, with males (36%) and females (34%) following a similar consumption pattern. This consistency suggests that while individual preferences may vary, the demand for accessible and nutritious protein options remains strong across different demographic groups.

Although daily protein consumption is less common, reported by 16% of respondents, it is significantly higher among low-income households (27%) and Gen Z (20%). This underscores the essential role of affordable protein options, particularly eggs, as dietary staples for these groups. Meanwhile, 26% of respondents consume protein about once a week, with Gen X (37%) leading in weekly consumption. The data highlights how different demographic segments incorporate protein-rich foods into their diets at varying frequencies, reflecting both economic factors and lifestyle choices.

Targeted pricing and packaging strategies can help brands compete in Cameroon’s protein market

Protein-rich foods like eggs, yoghurt, cheese, and tofu play a central role in Cameroonian shopping baskets, but their widespread popularity creates intense competition among brands. To stand out, brands must move beyond simply promoting nutritional value and instead focus on affordability, convenience, and quality. Offering smaller, budget-friendly portions or introducing innovative packaging that extends product freshness can attract low-income households and younger consumers, who are the most frequent purchasers of protein-rich foods. Additionally, positioning these proteins as versatile meal staples—through recipe inspiration, on-the-go options, or meal-prep solutions—can help integrate them more seamlessly into daily diets.

To maximize market share, brands must leverage demographic insights to craft targeted marketing strategies that resonate with specific consumer segments. Millennials and Gen Z, who frequently consume protein several times a month, are likely to respond to campaigns emphasizing affordability and convenience. Meanwhile, Gen X, who tend to purchase protein weekly or occasionally, may be more drawn to messaging that highlights premium quality or indulgence. For low-income households, where daily protein consumption is on the rise, pricing strategies that offer a balance between value and quality will be crucial. By aligning products, promotions, and messaging with these consumer behaviors, brands can strengthen loyalty, increase engagement, and secure a stronger foothold in Cameroon’s competitive protein market.

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