Beauty and personal care in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
What next for beauty and personal care?
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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Ghana, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Ghana report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Ghana?
- Which are the leading brands in Ghana?
- How are products distributed in Ghana?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Ghana
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Key Data Findings
2024 Developments
Rising birth rates and urbanisation influencing demand for baby care products
Growth in locally manufactured baby and child-specific products
Increase in demand for mildly scented products and products that treat skin irritation
Prospects and Opportunities
Increased awareness of baby and child-specific products
Opportunity to use local ingredients to provide cheaper alternatives
Innovative premium products to be made from pure organic ingredients
Category Data
Key Data Findings
2024 Developments
New product launches
Unilever Ghana dominates
Expansion of e-commerce and gradual shift from traditional bar soaps to shower gels in urban areas
Prospects and Opportunities
Competition from traditional alternatives and opportunities for local manufacturers
Bar soap and body wash/shower gel offer opportunities
Use of influencers and for advertising campaigns
Product innovation and the use of organic ingredients
Category Data
Key Data Findings
2024 Developments
Increased personal hygiene
Unilever extends lead
Demand for long-lasting protection
Prospects and Opportunities
Opportunity for the manufacture of natural and organic deodorants
Growing environmental concerns
Increasing awareness of deodorant use in rural areas
Category Data
Key Data Findings
2024 Developments
Rising popularity of oils and serums for hair growth and treatment
Dark & Lovely leads overall, while Mega Growth hair products are popular in the relaxed hair segment
Price sensitivity hampering demand
Prospects and Opportunities
Wearing afro, kinky and coily hair in its natural state
Products with organic formulations are gaining recognition
Demand for products with mild formulations
Category Data
Key Data Findings
2024 Developments
Urbanisation and influence of global beauty trends
Razors and blades Dominate the Market for Depilatories
Increased awareness of men’s grooming
Prospects and Opportunities
Changes in the economy can affect depilatories
Growth potential for hair removal creams
Increased awareness about skin sensitivity
Category Data
Key Data Findings
2024 Developments
Increased awareness of oral hygiene
Consumers prioritise affordability
Unilever dominates
Prospects and Opportunities
Economic growth and changes in income levels may influence demand for oral care products
Opportunity to expand local production
Innovative products to provide comprehensive dental protection
Category Data
Key Data Findings
2024 Developments
Increased awareness of male grooming and lifestyle changes
Nivea produces wide range of men’s grooming products
Income levels and disposable income affect demand for men’s grooming products
Prospects and Opportunities
Distribution key, while awareness of skin care is rising
Increase in products specifically targeting men
Innovative men’s grooming products to drive sales
Category Data
Key Data Findings
2024 Developments
Demand affected by disposable income
Mac leads colour cosmetics in Ghana
Various factors influence consumer behaviour in colour cosmetics
Prospects and Opportunities
Social media to play key role in shaping demand
Growth of local brands
Manufacturing products tailored for African climate
Category Data
Key Data Findings
2024 Developments
Local manufacturers making strides in luxury fragrances
Increased awareness of personal grooming
Growth of e-commerce and online stores influencing demand for fragrances
Prospects and Opportunities
A stable exchange rate will drive demand in the forecast period
Opportunity to create fragrances with Ghanaian origin and local scents
Emphasis on natural and sustainable ingredients
Category Data
Key Data Findings
2024 Developments
Growing awareness of skin care routines
Multinationals hold leading positions, but local players making strides
E-commerce seeing growth in sales of skin care
Prospects and Opportunities
Demand for anti-ageing products
Multi-purpose products
Sustainability in skin care packaging
Category Data
2024 Developments
Sun care seen as unnecessary and expensive
Limited distribution
Prospects and Opportunities
Sun care not expected to become significant, but awareness may rise
Category Data
The following categories and subcategories are included:
Beauty and Personal Care
-
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
-
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
-
- Intimate Washes
- Intimate Wipes
- Liquid Soap
-
-
-
- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
-
- Premium Eye Shadow
- Mass Eye Shadow
-
- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
-
- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
-
-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
-
- Medicated Shampoos
- Standard Shampoos
- Styling Agents
-
-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
-
-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
-
-
- Premium Men's Fragrances
- Mass Men's Fragrances
-
-
- Dental Floss
-
- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
-
- Manual Toothbrushes
-
-
- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
-
- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
-
- Toothpaste
- Oral Care Excl Power Toothbrushes
-
-
-
- Premium Firming Body Care
- Mass Firming Body Care
-
- Premium General Purpose Body Care
- Mass General Purpose Body Care
-
-
-
- Premium Acne Treatments
- Mass Acne Treatments
-
- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
-
- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
-
- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
-
-
-
-
- Premium Aftersun
- Mass Aftersun
-
- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
-
- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
-
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
-
- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
-
- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
-
-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
-
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
-
- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Beauty and Personal Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!