Top Supermarkets in Cameroon based on customer satisfaction – 2024 ranking

Supermarkets in Cameroon are gaining ground as the retail sector evolves, driven by urbanization and a rising middle class. While informal trade still dominates, modern supermarkets and international players like Carrefour are transforming the market by offering greater variety and convenience. Despite challenges, the sector holds significant growth opportunities for retailers.

To better understand the performance of supermarkets in Cameroon, we leveraged SagaBrand, Sagaci Research’s continuous brand health tracker. Our analysis, conducted in December 2024 with data from our online panel in Cameroon, focuses on key metrics such as consumer awareness and customer satisfaction across the country’s leading supermarket brands.

Awareness rankings: which supermarkets in Cameroon are top of mind?

Brand awareness gauges how well a supermarket is recognized by consumers. In December 2024, Santa Lucia emerged as the most recognized supermarket in Cameroon, closely followed by Dôvv and Carrefour. These brands lead in visibility, solidifying their strong positions in Cameroon’s retail market. Notably, this trend has remained consistent for the past two years, as confirmed by a similar survey of the Top 10 retailer brands in Cameroon conducted in 2022.

Customer satisfaction: which supermarkets deliver on expectations?

While awareness gets shoppers in the door, customer satisfaction builds loyalty. SagaBrand’s satisfaction score reflects the percentage of satisfied customers minus those dissatisfied.

Below is the list of top-rated supermarkets in Cameroon based on the Customer Satisfaction score:

1. Carrefour (by French CFAO Retail Cameroon)
2. Supeco (by French CFAO Retail Cameroon)
3. BAO Cash & Carry (owned by French Casino Group)
4. Dôvv (Cameroon)
5. Santa Lucia (Cameroon) 
6. Spar (International, managed locally by l’Atrium SA, a Joint Venture between Groupe Arno  and Dee-Lite)
7. Domino Marché (Cameroon)
8. Super U (owned by French Coopérative U and operated by Mercure International via its local subsidiary Sodicam)
9. Supermarché Mahima (Cameroon)
10. Casino (owned by French Casino Group and operated by Mercure International via its local subsidiary Sodicam)

While Santa Lucia is the most widely recognized supermarket in Cameroon, it also has the highest dissatisfaction score, with 11% of customers expressing dissatisfaction with their experience. Casino, ranking last in the Top 10 for satisfaction at 33%, also has the highest neutral score at 57%, suggesting significant room for improvement in winning over customers and converting neutral sentiment into satisfaction.

More on Cameroon’s retail landscape and supermarkets in Africa

SagaBrand data provides actionable insights for retailers seeking to understand their competitive position and improve performance in Cameroon’s supermarket market. This is just an extract of the 25 KPIs we track on an on-going basis. If you’d like further data points on the performance of supermarkets in Cameroon or beyond in Africa, get in touch below!

At Sagaci Research, our comprehensive suite of market research tools enables us to explore African consumer insights from diverse perspectives. In the Cameroonian market, for example:

• From a brand tracking perspective, we analyzed the ranking of the most popular Carbonated Soft Drinks in Cameroon.
• Using SagaShopper for a consumer-focused view, we examined consumer trends in Cameroon and identified the most popular brands in consumers’ baskets.
• From a retail performance angle, we assessed the position of Coca-Cola in Cameroon during a period of significant disruption.

For more insights into the best supermarkets in Cameroon, general consumer research in Cameroon or any other African country through our online panel in Africa, feel free to reach out. Simply email us at contact@sagaciresearch.com or click below to get in touch.

Methodology

SagaBrand, the continuous tracking tool for brands across the African continent. Our online panel assesses around 2,000 brands on a daily basis.

• Question: Awareness – Which of the following brands have you heard of? Base: all respondents
• Question: Satisfaction – For which brands below are you a SATISFIED / DISSATISFIED customer? Score calculated as Satisfied – Dissatisfied. Base: respondents who have ever been a customer of the brand. Minimum base per brand
• Population: adults in Cameroon above 18 years old
• Sample size: n = 753 (all respondents)
• Period: December 2024