Retail value sales of beauty and personal care saw double-digit growth in Ghana in current terms in 2024. Factors such as increased levels of disposable income, a growing middle class population, and price rises because of changing exchange rates and inflation contributed to the growth in value sales. In 2024, Ghana continued to experience high inflation rates, with the average inflation rate during the year being 20%, which represented an improvement over the previous year’s rate of 40%. Nonetheless, the rate was still high in 2024 as the prices of goods and services were still not stable.
Consumers are increasingly seeking natural and chemical-free alternatives due to concerns about harmful ingredients. Locally sourced ingredients like shea butter, cocoa butter, coconut oil, and baobab oil are gaining in popularity. Local brands such as Skin Gourmet, Mejs, Nokware, and Kaeme are known for the natural formulation of their products, which attracts middle- to high-income consumers who are informed and care about the formulation of ingredients used in the products that they purchase.
Unilever Ghana was the leading company overall in beauty and personal care in Ghana in 2024 thanks to its diversified portfolio. The company has a presence in skin care, deodorants, bath and shower, oral care and men’s grooming. The company offers popular brands such as Dove, Sure, Rexona, Pepsodent, Closeup, Axe, Geisha, Lux, and Lifebuoy. These brands have become household names for consumers in Ghana. The company dominates the mass-market segment with brands like Dove, Vaseline, Sure, Pepsodent, Lux, and Geisha. Unilever is one of the longest standing companies in the market and has leveraged its strong brand presence to build nationwide distribution of its products. Indeed, Unilever products are distributed to the remotest places in Ghana. Moreover, the company is focused on localising products by incorporating ingredients like shea butter and black soap to appeal to Ghanaian consumers. An example is the Geisha black soap for bathing, which uses local black soap to resonate with consumers who prefer local products. The company also offers affordable products, which makes it difficult for competitors to compete with it based on price. Unilever produces both luxury and mass products for all classes of consumer. More generally, the leading international companies continue to dominate the market due to the diverse products that they produce across categories.
While modern grocery retailing continues to develop in Ghana with the expansion of channels such as supermarket sand convenience retailers, small local grocers remained the most important distribution channel for beauty and personal care products in the country in 2024. These stores have a wide-ranging presence across both urban and rural areas and benefit from their proximity to consumers’ homes and their established role in shopping habits. Beyond grocery retailing, beauty specialists and pharmacies are also important distribution channels. In 2024, both grocery and non-grocery retailers have added on delivery services. These traditional retail shops are taking advantage of social media spaces like TikTok and Instagram to advertise their products. They are not necessarily online stores but use platforms such as WhatsApp to create and deliver their orders in addition to their physical presence. For example, big retailers at Makola such as Daddy Ash are using social media platforms to expand their customer base and appeal to younger consumers who are comfortable with online shopping and delivery systems.
Beauty and personal care is expected to see growth in both volume and value terms in Ghana over the forecast period. A growing economy and expanding middle class will enable more consumers to spend on beauty and personal care products. Ghana’s improving economic indicators, such as GDP growth and rising income levels, have expanded disposable income for many citizens. In the first three quarters of 2024, Ghana recorded an impressive average real GDP growth rate of 6.3%, a significant leap from the 2.6% recorded during the same period in 2023. This has allowed consumers to spend more on non-essential items, including beauty and personal care products.
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Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
See all of our definitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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